When Andie Potter took home the Next of the Best award for the AdTech category in 2024, she didn’t just earn industry recognition… she unlocked the next chapter of her career.
Potter, who was working at PHD Media at the time, admits the visibility and credibility of the award helped catch the attention of Mutinex CEO Henry Innis, which led to her current role at the rapidly growing marketing science platform.
“Without that platform, I may not have been on Mutinex’s radar,” Potter told Mediaweek. “It gave my work visibility and credibility.”
Since joining Mutinex, Potter says her professional life has transformed.
She now works at a company deeply rooted in engineering and data science, focusing on proactive innovation rather than reactive adaptation, a significant shift from her agency-side days.
“It’s not just ‘measurement’ … we’re redefining how businesses think about it to enable better decisions and growth,” she explained.
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AdTech and the future of programmatic
Reflecting on broader industry trends, Potter discussed the changing nature of programmatic advertising and the disruptive impact of AI.
“It’s not just about programmatic, it’s how businesses respond to change,” she said. “At Mutinex, we’re embedding AI into the business, not just talking about it. When you build with AI, you get clarity and momentum.”
Potter also acknowledged the challenges faced by women in tech, emphasising the importance of visibility and empowerment in male-dominated spaces, particularly in emerging areas like ad tech.
“I want to encourage more women to enter tech by showing it’s possible and rewarding,” she said.
‘It does feel like our industry’s version of the Oscars’
“The whole vibe of Next of the Best is exciting, you’re surrounded by brilliant people. When they called my name, I was shocked. You sort of blank out in the moment. Later, you reflect on what it means and what you’ve gone through to get there. It’s a reward for all the hard work and personal sacrifice.
Did I prepare a speech? On the night – which does feel like our industry’s version of the Oscars – I quickly jotted some notes in my phone, just in case. I didn’t want to get up there and have nothing to say.”
As a former Next of the Best winner and now a judge, Potter encourages others to put themselves forward: “If you’re proud of your work and it’s made an impact, just go for it. Whether you win or not, it builds confidence.”