Strands of Genius: Payal Pereira + The Future of Media, Advertising, Measurement And Currency A Perspective
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
The past few years have seen significant changes to what we would generally call national TV advertising, a term many use to describe the spending by large marketers which runs adjacent to professionally produced video content typically consumed on a TV set.
Streaming services are taking a significant share of TV viewing time, and typically on an ad-free basis. Cord-cutting has become meaningful and shows no signs of letting up. Multiple alternative measurement services have emerged with relatively significant funding to support efforts intended to create new currencies. All the while, TV’s largest advertisers continue to shift their budgets towards digital platforms, both because of the opportunities to reach consumers in new places but also because these platforms have concentrated minds on the need to pursue “outcomes.”
:: DIVE IN | THE INTERVIEW ::
PAYAL PEREIRA, STRATEGIST AT SYLVAIN
>> Payal Pereira guest curated Strands on March 28th, 2024. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
I grew up on a coffee farm in rural India. Today, I work at a brand consultancy in New York City. This journey has been anything but straightforward. It all started when I decided to train my logical left brain by pursuing a degree in engineering. Then I unleashed my creative right brain by delving into the world of copywriting. I was finally able to satisfy both sides of my brain when I entered the world of brand strategy. However, amidst the twists, turns, detours, and numerous flights across the globe, there’s been one constant: my unwavering commitment to solving problems that are often overlooked. From devising solutions for farmers like my dad grappling with elephant-induced crop destruction to prototyping a platform that could transform the way we view the dead, and utilizing subscription boxes to address generational trauma in Black expectant mothers, I've embraced diverse challenges along the way.
What excites you most about what you do?
From beverages to banking, sneakers to social impact, retail to restaurants, I love that on any given day as a strategist, I am learning about something I never thought I’d be a subject matter expert in. This opportunity to constantly learn not only broadens my understanding of the world but also helps me view it more intentionally. Being a strategist has helped me develop a keen ability to seek meaning in everything, fostering a deeper appreciation for the nuances of life.
What beliefs define your approach to work? How would you define your leadership style?
I've had the privilege of working with some amazing people who have deeply influenced the way I show up at work. One such leader was my late CEO, Alain Sylvain. He always reminded us that at any given moment someone we’re working with might be going through one of the most difficult times of their life, and someone else might be going through one of the most joyful. He taught us not to compartmentalize our personal lives upon entering the workplace, highlighting the importance of acknowledging and respecting the personal journeys of our colleagues. By anchoring us in our shared humanity, he fostered a culture of empathy and support, one that I always strive to create no matter what team I’m on.
What has been the most rewarding project you’ve worked on and why?
Being an immigrant, I'm constantly driven to shed light on the lesser-known tales of my homeland. Recently, I had the chance to contribute to a food and hospitality zine called Guest Check, where I delved into the human-elephant conflict affecting farmers in India. On average, one person—often a farmer—loses their life daily due to elephants encroaching on farmlands in search of sustenance. Yet, in India, elephants hold sacred significance, creating a dilemma for farmers caught in the crossfire. In my piece, I navigated this intricate relationship through personal anecdotes, delving into the biology and neuroscience behind elephant behavior, and its intersection with Indian culture, history, and traditions. I aimed to shift this narrative from “conflict” to “coexistence.” This topic hits close to home for me, as my family of coffee farmers in India, grapple with this issue daily. What felt most rewarding was the response from people who read the article and became more curious about the sourcing of their food and the challenges faced by farmers in various parts of the world.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
These days, agencies and brands talk about diversity, but often it feels like they're just checking a box. This approach does not lead to talent retention or help brands connect with their audience in an authentic manner. I encourage brands/agencies to think about DEI as something that’s core to how they define themselves and isn’t just a special initiative or campaign. “Multicultural agencies” should not be a thing, every agency should be and act like one.
I really appreciate what the Martin Agency is doing with their visibility brief. It's an open-source tool that helps uncover and address biases, opening up new perspectives and inspiring more inclusive work.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
There have been so many times when I’ve come back from a vacation and felt like I needed another one just to recover. Or have an extra day off over the weekend to really recharge.
I realized that working towards these big "life" moments wasn't exactly leading to the work-life balance I craved. Work is an important part of life, so I stopped viewing them as two separate things. Instead, I started reevaluating how I spent my weekdays to avoid living just for the weekends. That meant sprinkling little moments of joy throughout my day and having something to look forward to. Whether it's a quick call with my mom, listening to a podcast, sneaking in a mental health walk, or treating myself to a pastry once a week, I've made it a habit to slot these things into my calendar, treating them just like any other work meeting. This approach is also known as Joy Snacking.
What’s your media diet? Where do you find inspiration?
Newsletters / Substacks give me the creative and intellectual fodder I didn’t know I needed - Nitin’s (not guaranteed) weekly dystopia/eutopia, Salmon Theory, Progress Report by Sylvain, Learning-loving & meaning-making by Maalvika, Brown History.
Podcasts are an important ritual on my morning commute are - Gastropod, Sporkful, The Ezra Klein Show, Critical Nonsense, Making Sense with Sam Harris, Decoder with Nilay Patel.
I’m a bit of a nerd about collecting food zines - Compound Butter, Cake Zine, Eaten Magazine, Mold, Guest Check.
Reading and discussing fiction is one of my favorite ways to learn about building personas, writing narratives, and infusing empathy into my writing as a strategist. Highly recommend joining a book club.
I am grateful to live in a city with a lot of museums. I dedicate the first weekend of every month to check out a new exhibit. (P.S. They are often free/ pay what you wish on these days.)
I firmly believe that you can find inspiration anywhere if you look deeply. So whenever I feel stuck, I do this thing called "weird walks." I take a walk and look more intentionally at everything around me until I find something weird.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
I once told my manager how I dreaded social gatherings, and he told me to “embrace my introvertedness.” I never understood what he meant until a few years ago when I realized that most folks out there love chatting about themselves. All I had to do was ask the right questions. So in typical nerd fashion, I started making a notes list of really interesting questions to ask people in different scenarios. It was inspired by this amazing list of questions by Janine Kampen. These questions have led to some great thought-provoking conversations and changed my attitude toward social gatherings, making me a better conversationalist.
You can keep in touch with Payal on LinkedIn.
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rockON,
faris & rosie | your friends over at geniussteals.co
(still want more? @faris is still “tweeting” while @rosieyakob prefers instagram stories)