Strands of Genius: Shreya Jayanna + 2024 Consumer Research - The Modern Buying Journey
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 modern buying journey isn’t linear. Rather, it takes shoppers across a wide selection of touch points — such as online marketplaces like Amazon and social media channels like TikTok — to move them from the consideration phase to the final buying stage. And the journey doesn’t end there. After shoppers make a purchase, brands then have the opportunity to cultivate lasting relationships with them.
:: DIVE IN | THE INTERVIEW ::
SHREYA JAYANNA, SOCIAL ACCOUNT EXECUTIVE @BBH
>> Shreya Jayanna guest curated Strands on May 30th 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?
Hello! I’m Shreya and I’m a Social Account Executive at BBH. I’ve always been creatively inclined and my love for storytelling was sparked at 13 when I discovered the world of Wattpad. I was, in a way, lucky to have found an industry I liked because I did travel over 7,000 kilometres twice to study in London at UAL. Getting to work on live briefs, attend industry events, and just be in a creative rich hub like London was sort of the insurance I needed to know where I was meant to be. As someone who is chronically online, I get to work with other creatives to make fun and cool stuff for brands at an agency I’ve always admired.
What excites you most about what you do?
I’ve studied advertising for four years. In theory and hypothetical scenarios, I’ve studied everything and read every industry book that was suggested to me. Now I get to see it all happen and learn while getting all these cogs moving. Being able to see the spark of an idea and make everything work to see it come to life has been really exciting. Moreover, knowing that the work you do could possibly impact culture is another motivator.
What beliefs define your approach to work? How would you define your leadership style?
I’m extremely team-oriented and really focus on collaboration. I always add value to conversations but I think it’s important to let people shine in their field and have input in sharing ideas. I’ve always found that being able to bounce off of each other's ideas and getting new and different perspectives can only strengthen your work.
What has been the most rewarding project you’ve worked on and why?
I'm sure that I'll work on amazing projects throughout my career, but I'm just getting started. Right now, I find that the most rewarding project is working on myself. As an international, there’s been moments of culture shock, but also so many learnings that I never anticipated. There’s also the drive to prove that I am meant to be amongst other amazing individuals around me and try to think a step or two ahead. I’ve had to actively work on how I can confidently communicate my ideas, the way I think and more to prove that I also bring something new and different to the table. And I’d say seeing the work I put in recognised definitely feels rewarding.
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?
I am glad diversity is something that is more of an open conversation and is often talked about. I do think it’s more important than just ticking a box. I don’t necessarily think it’s a conversation or a different approach I need to have to educate others though. I’ve been lucky enough to find myself in environments - both being a student and now working – where every voice is taken into consideration and everyone’s opinion matters. However, anytime I see the need to raise awareness or add in different perspective, I’m there to add to the conversation and contribute. Especially in an industry like advertising, diversity of thought is important to be able to reflect the world you’re talking to.
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?
I’m not sure if I can give advice when everyone and their lives are so different. Sometimes you can’t force creativity, and you need to step away and do something else for it to hit. So would you then consider that as work-life intervening in your personal life?
I am someone who needs to plan everything out – each week, each day and know (vaguely) what I’m doing each hour. It’s a bit extreme but that’s just how my brain works. So planning everything out and having specific time for each thing I do is just how I function. (Or maybe I just love planning tools and got addicted to it)
What’s your media diet? Where do you find inspiration?
I’m someone who’s constantly online and taking in everything from different sources. I’m keeping up with cultural trends and conversations on TikTok and X (mainly for fan culture). I follow different influencers on Instagram and YouTube. I often find myself scrolling through Pinterest for outfit and art inspirations. There are so many different types of creators I can learn from and definitely get inspired by to try new things. I’m also someone who loves going to galleries and different exhibits. My favourite thing about London is that there’s always something new happening. And where else to place yourself, other than unknown spaces to learn from and hopefully be inspired?
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
I can’t remember who gave me this advice, but a creative once told me to remove my headphones in public transport and when sitting in a café or park, just people watch and be present. There’s so much you end up learning from random passer-by conversations, or a wholesome interaction you see in public spaces. It’s almost like you get a glimpse into someone else’s life and get a different insight. Or it could be a funny story to tell at a dinner party, but you still get something out of it. My main takeaway from this is just being present. There’s always something new to learn around you, you just have to present to find it.
You can keep in touch with Shreya 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)