In Episode 15 of this season’s Digital and Dirt podcast, Ian welcomes longtime friend and programmatic expert Faryn Brown, VP of Addressable at KINESSO, a technology-driven performance marketing agency. Faryn discusses her career path starting on the traditional media side and evolving into leadership roles focused on programmatic strategy, with an emphasis on the pharmaceutical space. She also shares her passion for learning, speaks about the evolving role of Out of Home in omnichannel plans, and explains how programmatic delivers more meaningful and measurable results.
Key Topics Covered:
From Teaching to Media Strategy: Faryn shares how she originally wanted to be a teacher but found her way into advertising through curiosity, networking, and a desire to learn.
Early Beginnings: After starting her career at Omnicom, she leaned into opportunities to develop deep expertise in addressable media.
Navigating Programmatic in Pharma: Speaking to unique complexity of pharmaceutical advertising, Faryn discusses the regulatory constraints, audience targeting challenges, and importance of adopting a patient-first mindset.
Making Out of Home Feel Personal: She discusses how the strategic use of context, geography, and creative can allow OOH, often seen as one-to-many medium, to become more personal and, as a result, a more powerful part of the media mix.
Real-Time Strategy with Programmatic: Faryn talks about how programmatic and real-time optimization enables smarter spending, better measurement, and the creation of more flexible media plans.
Advice for Marketers: Faryn encourages marketers to embrace change, stay curious, learn from other verticals, and work closely with agency and vendor partners to unlock better campaign results.
To learn more about Faryn and her role at KINESSO, tune in to the full episode available on all podcast platforms.