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 Lerato Tsotetsi.
Tell us about your job
I’m an Account Manager at Carat and service brands across different categories. My role is rooted in supporting marketing teams from a media perspective. I create and drive media solutions that are in line with client briefs and ultimately answer the bigger business objective.
Why are you passionate about what you do?
Media is such a dynamic, ever-changing industry and alive with so many opportunities for growth. I love that I can collaborate with clients across brands that are poles apart and face different business challenges.
I apply my talents and skills and am constantly pushed to grow outside of my comfort zone.
What makes you suited to your role?
I’m a complete excel nerd, am very analytical and enjoy making data come alive by interpreting it and using it to tell a story. I love working with formulas. I completely immerse myself passionately in the brands that I work on.
Ambitious with a hungry mind, I’m constantly developing myself. I also get to work with so many different people across various disciplines, which is instrumental in achieving my goals.
What have been some career highlights and lowlights?
Being featured in The Media’s ‘Under 30 and over-achieving article’ was really incredible. As was coming second and receiving an AMASA certification for a multi-agency campaign that I wrote.
The greatest pleasure is working with clients to achieve their business target. I’ve been blessed to work with some incredible game changers.
As for lowlights, I choose not to focus on any negativity.
What major opportunities do you see in your field of work?
There are multiple opportunities to grow into leadership. I’m learning how to be accountable for driving revenue through a set of clients and so expanding my approach.
The increasing penetration of digital media naturally provide ample opportunity to create hybrid strategies. The biggest opportunity lies in being able to pursue different specialties within the industry and become a well-rounded person.
What are some of the challenges?
Hectic tight deadlines – but that’s the nature of the business.
Due to increasing economic pressures, client’s budgets are shrinking but their objectives are not, which presents a challenge for us and for media owners.
Unfortunately, there are instances where the importance and impact of media is overlooked; media recommendations are an afterthought with creative being prioritised.
What do you see in the future of media agencies/media owners?
In a nutshell: The digitisation and convergence of everything. Tough and interesting times that call for both parties to adapt or die.
Your views on social media and its usefulness
I’m a big fan of social media in spite of its many issues. When used properly, it gives brands real-time insight into consumers. The time to talk at consumers only is truly over.
Social media has opened up many opportunities including the booming media tactic of influencer marketing. We’re able to gauge what people are saying about a brand, what’s cool and what they don’t like. It’s useful, but perhaps not for every brand.
What is the most important lesson you have learnt during your career?
Relationships are everything. Don’t burn bridges.
Where do you see yourself in 5 years?
Being an all-encompassing advertising professional who kicks ass! I’d love to have some international experience at some point. I’d also like to have experienced all spheres of advertising from agency and media owner to client in order to have a holistic view.
I truly believe that I will be where I’m supposed to be and growing and learning.
To vote for Lerato Tsotetsi send an email to lauren@wagthedog.co.za indicating your pick.
This story was first published in the July 2016 issue of The Media magazine.
