Lindsay Manocherian: 'Not Every Brand Is Targeting Female Millennials'

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: Lindsay Manocherian

Hometown: New York City

School: Columbia University

Role at WHOSAY: Creative Services Intern

Prior role: Last summer I interned in the E-Commerce & Marketing Department at Faherty Brand, a startup fashion company. The summer prior I interned in the Merchandising Department of Tommy Hilfiger.

Dream creator(s) to work with: If they were still alive, I would have liked to collaborate with artists William-Adolphe Bouguereau and Andy Warhol. In the present day, it would be cool to work with designers Raf Simons and Brian Donnelly (KAWS).

Favorite thing about advertising: I love the combination of creative storytelling with a targeted strategy. In influencer marketing, you are asked to consider a lot of other factors when brainstorming creative: the client’s budget, time frame, and talent requirements. The logistics mold a framework for the creative to live inside of. Ultimately the creative is measurable; once a campaign is completed, we leverage media insights to analyze content performance.

Most challenging aspect of the industry: In my opinion, the most challenging aspect of the industry is tapping into the mind of our target consumer. Not every brand is targeting female Millennials; we need to research to understand the consumer. One aspect of the market research is to speak with people that fit within the target demographic; this has allowed me to understand better what the consumer values, and brainstorm how to position the product best tailored to their lifestyle.

Secret life hack: Read the textbook.

Interesting fact about yourself: For my Senior Thesis Project, I designed and manufactured a collection of clothing. My work is a twenty-first-century interpretation of favorite children’s media in America. I started the project with the objective to uncover the messages being marketed to children within the Disney Princess movies.

Best advice you’ve ever received: Time is the only luxury.

If you woke up tomorrow as an animal, what animal would you choose to be and why?
I would choose to be an owl because they have superior eyesight and feathers adapted for silent flight. I am also nocturnal; I never sleep.

If you had your own late night talk show, who would you invite as your first guest?
I would invite Opening Ceremony founders, Humberto Leon and Carol Lim. I would ask them about how they started their fashion brand and created a distinct brand culture.

If you had to delete all but three apps from your smartphone, which ones would you keep?
Spotify, Google Maps, and Uber

What are the last three emoji you used on your phone?

BONUS: Go-to karaoke song:
“The Motto” by Drake & Lil Wayne

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By Alex Marin