Maria Martinez, formerly VP, global knowledge management at MPG, the media network of worldwide marketing communications group Havas, has been added to MPG’s Catalyst team as VP, strategic planning at the company’s North American arm. In her new role, Martinez will work closely with MPG clients to develop strategies that will support their brands, and her remit includes all North American offices, including Toronto’s MPG/Maxxmedia. Martinez will also play a role in MPG’s business development, using her knowledge of best practices from around the globe.
She previously worked in MPG’s Paris, Barcelona, NYC and London offices, and now will be based in New York. Media in Canada scored a few minutes with her before she boarded a plane bound for Spain.
MIC: What kind of innovation in strategy do you plan to bring to the North American market?
MM: We put the consumer in the heart of what we do so we can have a holistic understanding of their media consumption. We can understand them better. By working with different client teams, we get beyond basic brand issues and we drill down to the medium and eventually to the messages, which is where we want to be.
MIC: What have you learned from your work in other markets?
MM: I think there’s a lot of value in sharing best practices because challenges are now global. At MPG, we have global account directors in place who are leading the global strategy for a brand. They are there to share info and ensure consistency. We’re all in the process of building on best practices.
