Coffee chat with Christina Sørensen ☕️

Name: Christina Sørensen

Position: Account Director in Wavemaker

Prefer the coffee to be: Black, always!

What are you most looking forward to this fall?

Autumn is a very exciting time with a high tempo and many balls in the air. I'm therefore looking forward to a hectic period with lots of fun and challenging briefs from our customers. Beyond that, I'm looking forward to long walks in the crisp fall weather, candlelight and good food and drink with friends and family. Autumn is one of my favorite seasons!

What's most important to you as you enter a new budget year?

In uncertain economic times, we know that marketing budgets are often one of the first things to be cut or reduced. This in turn can lead to a reduction in budgets allocated to branding. However, Wavemaker's Momentum survey (the world's largest database of buyer journeys) clearly shows the importance of branding. One of the reasons for this is that as many as 60% of consumers have a strong idea of what product or service they want to buy before they are even in the active phase of the buying journey. Brands with high priming stage bias, or brand strength, are 18 times more likely to be considered in the active stage and 9 times more likely to be selected in the purchase stage. I will definitely take these clear findings with me into my dialog with customers before the new budget year.

What do you think the trends will look like in 2023?

I might not call it a trend, but in an increasingly challenging and fragmented media landscape, it's important to make ad dollars work smarter and more efficiently through data, and not least first-party data. Addressability allows us to use data to 1) personalize the creative 2) learn what resonates with our target audiences and 3) use the learnings in future campaigns. This will become even more relevant when the cookie disappears for good in 2023.

What is it like working with Aller Media?

Aller Media is an important partner for us. We find that our contacts are keen to go the extra mile for our mutual customers by being solution-oriented, creative and positive.

Christmas is just around the corner! What are you doing to get into the Christmas spirit?

I love Christmas and can't start early enough! Christmas music is important to get in the mood, and I can't wait to start decorating with lights and poinsettias in the window. When it starts to get closer, I get very much in the Christmas spirit with Christmas streets, Christmas markets and, not least, Love Actually.