In April, we asked readers to tell us who they thought scored 10 out of 10 so we could celebrate our industry’s top achievers who consistently out-perform their colleagues. The criteria were that the person had to be between 25 and 35-years-old, and work either in a media agency or a media owner sales team. Meet Anita Gardini.
Tell us about your job
I’ve recently been promoted to Marketing Manager for the television channels, Glow and [ED], at Urban Brew Studios. My main responsibility is to grow and develop the channels into reputable brands, building and maintaining viewership and brand awareness through our marketing plans, events and social media activities. I also oversee the look and feel of the brand across all platforms.
Why are you passionate about what you do?
No day in TV is ever the same. Plus, we work with the most incredible people. It’s a hub of creativity, liveliness, inspiration, hard work and fun. I’ve met and worked with incredible industry players and amazing talent.
Being a part of channels that bring entertainment or even education to our viewers is very fulfilling. We often receive positive feedback that our content teaches people or brightens their day. What more could we ask for? We are that difference.
What makes you suited to your role?
I’m hardworking with patience and chutzpah. I’m always willing to go the extra mile and with niche channels and small teams, this is very important. Being very organised also helps as we need to work smartly.
I enjoy contributing creatively and strategically and believe that through my experience and willingness to learn, I contribute greatly not only to my direct team, but to the business as a whole.
What have been some career highlights and lowlights?
Most recently, my career highlight was being appointed marketing manager. My five year plan was achieved at the age of 25 and within four years of my working career.
One challenge that I’ve faced is that because I have climbed the ladder quickly and at such a young age, I’m sometimes not taken as seriously as I would like to be. This is where being outspoken has been beneficial.
What major opportunities do you see in your field of work?
Media is a forever and rapidly changing landscape. There are huge opportunities in TV, and as people are moving to digital platforms such as Netflix, as a production house, channels and content specialist business, we need to remain relevant. This challenge is hugely exciting.
What are some of the challenges?
A lot of our content is bought, and we often receive it later than we’d like, so planning around developing campaigns can prove to be tricky.
What do you see in the future of media agencies/owners?
Traditional agencies are going to probably change shape significantly as businesses and brands start to cut their expenditure on agency fees.
Traditional media spend (TV, radio) will probably also decrease. “Media owners” as a term will start to encompass brands as well, as they begin to create more of their own content.
The days of barking in people’s faces until they feed the dog are almost over. The smart market is here and it demands more than adverts.
Your view on social media and its usefulness
Social media is a powerful tool when it comes to niche channels. Television is no longer a one way medium; through social media engagements with our viewers, it’s become more interactive. We can tap into what our viewers want with ease.
What is the most important lesson you have learnt during your career?
Hard work pays off and only you can make your dreams a reality. I’ve also learnt the power of networking and knowing the right people as well as learning from them.
Lastly, have vision boards. My goals have become a reality through visualising them and keeping them top of mind.
Where do you see yourself in five years?
I still see myself in the television industry, hopefully involved with even more major South African productions. I’d also like to own my own small business on the side related to my hobbies and interests.
To vote for Anita Gardini send an email to lauren@wagthedog.co.za with your choice.
This story was first published in the July 2016 issue of The Media magazine. Follow Anita Gardini on Twitter @anitagardini.
