Mediaweek held its inaugural Power Lunch in October, celebrating the successes of the media industry and the people who make it.
Sarah Keith, group managing director of Involved Media, made the Agency 50 at #48. She caught up with Mediaweek about her team’s success, the agency’s “cautiously positive” approach to the year and her hopes for the industry’s approach to progress with ESG frameworks.
MW: Congratulations on making the #48 spot on our Mediaweek Agency 50 list. What was your reaction to your placement?
SK: I was surprised and felt some pride as I have spent the majority of my career working for broadcaster, I am a relative newcomer to this side of the industry. We are very grateful to be recognised for what we are building at Involved Media. I say we, as I see this as Involved Media team result. All of our results and therefore the recognition go to a talented group of people who have come together to create Involved.
MW: How does your position on the list reflect the achievements made by Involved Media?
SK: Our positioning is working, and it has shown us many times over that our consistent hard work, strategic thinking, and creative approach pays off. Keeping our focus on our client’s growth, we are able to deliver real results for their brands.
MW: What are three industry issues on your mind, and in your opinion, how can they be solved or achieved?
SK:In the media agency world there are always hot topics, but I’d say there are two that remain at the forefront , year out and are never fully solved. These are ensuring we are delivering results for our clients while maintaining a strong, supportive culture for our team. Things constantly change so we can never tick these two off the list. My approach is to ensure that these things are always top of the list and we don’t get side tracked.
MW: What is your outlook for Involved Media in the year ahead?
SK: Cautiously positive. We have started the year with two great wins but we are mindful of the global headwinds which affect a number of clients and their ability to grow media spend. Exporting our brand to Canada and setting up Involved Media based in Toronto has been a big optimistic step and we are looking forward to supporting their growth and development.
MW: What are your hopes for the industry in 2023?
SK: My biggest hope is that everyone doesn’t get bored and frustrated with ESG frameworks and let disagreement stand in the way of action. I am a sustainability optimist and therefore hopeful that we will all spend time firstly, educating ourselves on all sustainability related issues and secondly, focusing on “progress not perfection”. (thank you Salter Baxter).
–
Top image: Sarah Keith