Kate Mazzaschi, Senior Director & OOH Point of Contact Chair, recently celebrated 15 years with Harmelin Media. To celebrate her years at Harmelin, we sat down with Kate to talk about her thoughts on the changing nature of our industry and get to know her better.
What are some of the notable changes you have seen in the industry since you started at Harmelin?
Since I started at Harmelin, smartphone usage has grown from 11% in 2008 to over 80% in 2023. Now, nearly everyone is carrying around a device that allows them to search, shop and socialize with a single swipe. That same device collects location, purchase, behavioral and interest data that we now use to inform our business, our decision making and our media strategies in ways that were not possible 15 years ago.
What has been your greatest success at Harmelin?
The relationships that I’ve built with mentors, colleagues, clients, and vendor partners alike. I am surrounded by people I admire, who I have learned a great deal from and whose company I truly enjoy.
Where do you see the industry in the next 1 Year, 5 years, 10 years?
Two things stand out for me: data access and content distribution.
The battle between consumer privacy and tracking must meet a resolution. Tech companies, agencies and brands will continue to get creative in finding ways around restrictions on data access. I am interested to see how far we can push 1st party audience solutions amid the targeting challenges our industry faces from growing privacy guidelines, ad blocking technology and the end of cookies.
Secondly, we will continue to see Meta, TikTok, Twitter, etc. evolve from social media platforms to content distributors. Over half of US adults get the news from these platforms, TikTok and Instagram are the preferred search engine of Gen Z and politicians are launching presidential campaigns not with a primetime TV interview but on Twitter. In the last 6 months, we’ve seen with the purchase of Twitter that new ownership can effectively impact the content that is distributed and pushed by their algorithm. I predict this isn’t an outlier but a trend that continues as distribution and the way content gets in front of people continues to evolve.
Where is your favorite place to be?
I grew up on Lake Winnipesauke in New Hampshire. At the time, I hated it and couldn’t wait to leave my hometown. Now, I feel quite nostalgic for the beauty and simplicity of lake life. Once I dreamed of leaving and now, I daydream of a quieter life drinking coffee on a screen porch listening to boats on the lake.
What is the one thing you can’t live without?
My daughter Everly. She’s the first perfect combination of a compassionate soul and a fiery spirit. To experience the world through her eyes has been the greatest gift.
What is your philosophy towards your work?
You kill more flies with honey. I try to be firm but fair, advocate for myself and my work when I think I’m right but to lead with empathy and kindness first.
Joe Waugh, Senior Vice President, shares “I have had the pleasure of working with Kate for almost her entire career at Harmelin. Wow, has she grown and flourished! I have seen her develop from a shy, quiet, behind the scenes team member, to a confident leader who is managing one of Harmelin’s top accounts. She truly leads a client’s business demonstrating great knowledge of the client’s business and customer base. She defines what it means to be a true partner. Her account and project management skills are to be emulated. Kate has also done a great job leading the agency through the transformation of OOH planning and buying as the agency lead of the OOH channel.”
Vicki Katsifis, Manager, shares “Without a doubt, Kate is an impeccable role model, exemplifying the epitome of dedication, professionalism, and genuine care. Her boundless knowledge allows her to effortlessly tackle any question or situation with ease. I am constantly in awe of her ability to anticipate client needs and consistently deliver exceptional customer service all while being a supermom. I am eternally grateful for her unwavering support and dedication. Congratulations, Kate!”
Congratulations, Kate! Thank you for your 15 years of commitment to Harmelin and our clients.
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