Who: Jessica Chambers, senior media strategist, OMD Canada, Toronto

Claim to fame: What sets Chambers apart is her determination to bring innovation to her clients (Wrigley, Niagara Fallsview Casino Resort and FedEx) and her understanding of the ways that media can enhance brand communication.

For the recent launch of Wrigley’s new brand ‘5,’ Chambers came up with a medium she knew would resonate with consumers. ‘Magic mirrors’ look like regular mirrors, but sense when a consumer is looking into them and light up to deliver the brand message.

Chambers was persistent in making the solution work for Wrigley. ‘It was her idea, and she managed it and made it happen from start to finish,’ says OMD managing director Gilad Coppersmith. ‘She found a vendor and said, ‘This is what I want to do.’ And she got them to make it all work and pull it together.’

The mirrors, placed in bars and restaurants across Canada, were an innovative approach to media, and also linked to the brand’s desire to communicate sensory stimulation.

Who is she? Chambers graduated from Sheridan College in 2003 and was hired that year by M2 Universal. She joined OMD as a buyer in 2005. In 2006, she was promoted to the role of senior strategist.

What’s the biggest media mistake brands are making these days? ‘In many cases, brands become too immersed in the internal thinking and lose touch with the relevance of the brand with the consumer. Taking a step back and re-evaluating from a consumer standpoint should equate to more effective media plans.’

What common industry belief would you love to see die? ‘Many people believe that reaching the masses will generate the best overall results. More recently, we’ve seen media plans that focus on frequency generation, utilizing uniquely targeted and innovative ideas to reach the true current and potential consumer.

‘These frequency-generated innovative plans have produced incredible results above and beyond mass reach.’