In conversation with easyJet client Ana Prieto
Media Week 30 Under 30 is hugely competitive, awarding the rising stars of the marketing and advertising industry. As Anna Britton, head of talent acquisition at Omnicom Media Group and a 30 Under 30 judge, said of this year’s entrants: “What a brilliant and diverse set of talent – from individual entrepreneurs running successful businesses to the stars of tomorrow making their own impact in the big agency networks. The 30 Under 30 are helping to push change and make the industry more inclusive and supportive.”
This year, our easyJet client, Ana Prieto, Media partnerships strategy and sales manager, was one of the rising stars who won a spot on the list. Here we hear from Ana about the ground-breaking work she’s doing at easyJet that won her the award as well as finding out what it’s like as a client working in Fuse’s offices one day a week.
I’m really excited to appear in this year’s Media Week 30 under 30! For me this is both a great personal achievement as well as a career highlight. It’s an honour to follow the footsteps of so many great industry leaders, including many Fuse colleagues, that have accomplished so much in media and have helped shape it into what it is today.
My winning entry was driven by the work I’m doing with Fuse to transform easyJet into the first travel rights holder in Europe. This is not only a media first, but a completely new and innovative way of driving ancillary revenue in aviation.
Over 158 million people in Europe say travel is their passion and, with easyJet carrying more than 90 million customers next year, I spotted a great opportunity for easyJet to rival traditional media platforms. We’ve launched a new way of advertising in the airline industry, offering a unique opportunity to brands by entering into multiple-asset media partnerships to capitalise on the huge reach and rich data easyJet has. Within easyJet, my role is to manage all aspects of this, including everything from formulating the strategy, working with Fuse on creating the partnerships to implementing the deals.
Last year, I brought this to life through the easyJet & Three partnership, which was a win for both brands as well as a personal career highlight. The partnership delivered a new “always on” media environment, including adding new assets such as Three branded tote bag given to all of our Hands Free customers, as well as free travel upgrades for Three customers.
I’m really excited that we’re now working with Fuse to develop more deals like this. Over the last few months it’s been great to work together – the enthusiasm and creativity of the team is catching and inspires us to do more. A real benefit has been Fuse’s ability to incorporate data in everything we do, which definitely sets the agency apart. This summer we launched our first campaign promoting Barclaycard onboard. We have a strong pipeline of exciting projects coming soon and over the next few years I hope to continue to shake up the industry together – watch this space!