Angela Dahir, Director, Partner, of Strategy & Planning
Welcome to The Point, EDO’s guest series where we’ll talk with people who represent the future of the TV advertising industry about what’s happening in the industry today and where it’s headed.
From their insights and experiences to advice for others looking to jump into the field, there’s a lot to cover – so let’s get right to the point!
Today we’re chatting with Angela Dahir, Director, Partner, of Strategy & Planning at a global Media Agency. Welcome, Angela!
How did you get your start in the industry?
I started in media completely by accident! I was a PR major, focused on crisis management and was trying to break into that world when I got a temp job working at a media agency first. I ended up loving it and staying with Media throughout my career. It has been an interesting journey, I started in investment, moved to the vendor side for a bit and then came back to the agency world on a hybrid Planning/Buying role. Throughout my career I have tried to work on a diverse mix of accounts to continue to challenge myself & grow in the industry.
What’s the most exciting part of your work/role?
I love doing big picture projects, like a brand launch or relaunch. I have especially enjoyed working on more philanthropic based initiatives – having a KPI that is just “doing good for the community” is a really rewarding change of pace. We just finished a really exciting charitable effort as part of this past holiday season and it really re-invigorated my passion for media by seeing the good we can do beyond selling products or services.
What’s the most challenging part of your work/role?
People management is both something I enjoy but also is something I have learned is a skill to be honed. Finding a balance of how to work with so many different personality types and also deliver what the client needs and manage their expectations I think is a challenge but not one that I see as a negative thing.
Has the industry changed in the time you’ve been working in it? If so, how?
Not to date myself, but the industry has changed a lot since I started after college to now. Social, OTT/OLV was all very experimental and now is just baseline tactics. The explosion of personal technology (cellphones, OTT/Streaming devices, etc.) has had a huge impact on consumer behaviors and therefore where we focus our advertising strategies and dollars.
What makes you most excited about your job/the industry?The constant changing landscape – it keeps us on our toes from a strategic and client services perspective. We need to be up to date and mindful of what/how/why our consumers are doing and feeling the way that they do. It’s also been great to see how industry has evolved in terms of being more environmentally & culturally responsible. There is a lot of work to be done there, but the fact that it’s moving in the right direction makes it an exciting time to be in media.
What are some of the most important things happening in the industry right now, or something the industry needs to be thinking about?
Measurement – with the ever-evolving landscape and targeting restrictions how do we start to think about and measure success with all these changes.
What do you see for the future of the industry? What is going to be an important trend or conversation?
I think the share shift in consumption behaviors + the new targeting regulations from Google & Apple are going to force a lot of new creative strategies. I also think it will mix up how we see and use channels differently than in the past and mediums that were deemed “DOA” may come back in a surprising way.
Thanks for sharing these thoughtful insights on the industry, Angela. You’ve given us lots to think about in terms of what’s up ahead!
I’d love to hear more about your experiences and career, especially thoughts for others looking to work at a media agency or in the TV advertising landscape more broadly.
What advice do you have for someone looking to work in this industry?
Be confident in yourself and don’t hesitate to ask questions or share ideas – you never know what that could spark or lead to for your clients. And most importantly – take a deep breath! Everyone makes mistakes, just learn from them and move on.
What qualities will help someone succeed in this industry or in a role like yours?
Proactiveness, thoughtfulness, common sense, ability to work with others & time management.
Have you had any lightbulb moments in your career?
Yes! One day it just went from being numbers on a flowchart to an actual plan with business implications. I was able to start thinking big picture vs placement level.
What’s the biggest professional obstacle you’ve overcome?
Being okay with making mistakes or not knowing something. I put a lot of pressure on myself in the earlier part of my career to always have an answer. But it’s okay to come back to something or not know every single answer on hand.
Last question – is there a motto you live by?
I have 2 borrowed work mottos from past mentors – “make it match” and “math is math.”
Personal motto: “philoxenia” – it’s a greek word that doesn’t have a literal translation but it represents the general feeling of treat everyone like family and always be kind/hospitable when you can.
Before you go…
Favorite season? Fall
Favorite holiday? Halloween
Go-to comfort food? Bacon cheeseburger deluxe
Top 3 Musical Artists? Too many to choose!
Favorite TV show? Bob’s Burgers or Brooklyn 99
What’s something you love to nerd out about? Puns, Harry Potter, Star Wars, Marvel/DC, Data & Media Research, Excel shortcuts
Favorite hobby? Cooking
Cake or Pie? Pie!!
Coffee or Tea? Coffee
Thanks for joining us, Angela. We wish you all the best!