Getting2KnowU: Claire Cohen Loves How Advertising Keeps Her at Her Creative Peak
The people that power WHOSAY, a Viacom company, are a blend of advertising, technology and media professionals who foster a spirit of creativity, commitment, innovation, and teamwork. And today, you will get to know another one of our outstanding WHOSAYers:
Name: Claire Cohen
Hometown: Chevy Chase, MD
School: University of Pennsylvania
Role at WHOSAY: Creative Coordinator
Prior role: I was on the New Business Development team at Viacom. Our team was focused on identifying and pitching clients that had never spent with Viacom networks before or hadn’t in the past two years.
Dream creator(s) to work with: Mindy Kaling, Jonathan Van Ness, Chrissy Teigen, Harry Styles, anyone from The Bachelor Franchise, and the late Anthony Bourdain
Favorite thing about advertising: I like how being weird is an asset. It’s amazing to me that having an unusual thought or way of seeing a brand can actually lead to an incredible campaign instead of just being a random idea that floats around in your head.
Most challenging aspect of the industry: The fact that it’s constantly changing! Every week there’s a new campaign, research, or just spin that seems to turn advertising on its head. TV is dead, TV is back, Facebook is dead, don’t trust YouTube, the young people are only on Instagram, let’s talk about Fearless Girl for 5 years even though the company that sponsored it severely underpays female employees…it can be exhausting. Then it’s our job to identify what’s legit, and how we pivot our strategy in response. Of course, this is also what makes this job so cool, since we’re constantly challenged to be at our creative and strategic peak.
Secret life hack: Whether you’re trying to pitch a campaign, plan a trip, or document the best food in New York, never underestimate the power of a well-organized spreadsheet.
Interesting fact about yourself: In college, I was a couple credits away from being a Russian Studies minor and still geek out over Russian history and culture.
Best advice you’ve ever received: You’ll never regret the time and money you spend traveling.
If you woke up tomorrow as an animal, what animal would you choose to be and why? I recently discovered Capuchin (aka Cappuccino) Monkeys in Costa Rica, and I’m a big fan of them and their lifestyle. They keep a tight squad, are highly intelligent and are ALWAYS on the prowl for food.
If you had your own late night talk show, who would you invite as your first guest? The great Chris B. Harrison of the Bachelor franchise. As a professional member of Bachelor Nation, I want to know ALL the dirt that goes on behind the scenes.
If you had to delete all but 3 apps from your smartphone, which ones would you keep? Since my phone has no storage, I’m actually living this nightmare (shoutout to the iPhone 16G). I can’t live without my Google Maps (I am deeply, deeply directionally challenged), the Podcasts app, and Netflix.
What are the last three emoji you used on your phone?
I have to admit, I don’t use emojis frequently, but probably 🔥, ❤️ and 👍🏻
BONUS: Go-to karaoke song—"I Want It That Way" by the Backstreet Boys