If Carolina Jimenez-Garcia is asked to characterize in a single word her approach to media strategy as it relates to her international role for IBM, it is “relevance.” “New media is very important in the current landscape, especially for IBM,” says the partner and group planning director for the agency handling the giant technology company.“Consumers are becoming increasingly more difficult to engage. However, any new media or multimedia opportunity should be analyzed and considered within the context of how it will help the brand move forward. New media for its own sake, or even creativity for its own sake, will only take the brand so far.”
Working for a client that insists on always being ahead of the curve, she is encouraged to take risks. Much of her job is to convey a sense of newness about the brand. In her view, all media are equal, and each offers it own advantages in connecting with a particular audience.“TV is not more important than print, nor is iTV or mobile platforms more important than traditional media.” Thinking about the evolution of media strategy in the coming years, she dwells on the importance of integration.“Not just media integration,” she says,“but the integration of the brand in its entirety … and developing a strategy that moves the brand forward—in a successful,efficient, and measurable way.”
