MMI Agency welcomes Amy McMillan, our newest account director. To learn more about our new teammate, we sat down and asked her a few questions. Check out her responses below.
Tell us a little about yourself.
I’m a Houston native and University of Texas alum, but I’ve spent the better part of the last nine years at digital and branding agencies in London and New York City. After one too many snowstorms and a severe lack of good Mexican food in NYC, I’m really excited to return to Houston and roll up my sleeves with the MMI team.
What do you like to do in your free time?
I’m having a great time getting reacquainted with the Houston area all over again. The food and arts scene here is unreal, and I love that we have a community full of loyal, diehard sports fans. On the weekends, you can usually find me traveling, at the gym, or outside biking, running, or playing volleyball. I recently completed my first half-Ironman, and while I’m currently working up the nerve to do another one soon, the heat and humidity here is no joke!
What drew you to MMI?
MMI has bold goals as an agency, and there’s a team of smart, committed, and genuinely great people here to ensure those goals come to life. I also fully appreciate and embrace MMI’s data-driven point of view, which grounds the strategies and creative work we develop for clients. The chance to push boundaries and do great work alongside the team here is really exciting.
What inspired you to go into advertising and marketing?
Whether you’re working for startups, global corporations or organizations that are committed to social change, the ability to successfully execute clear, compelling messaging creates real, meaningful impact. We see it play out every single day, and I really enjoy the opportunity to partner with clients and creative teams to solve their challenges. It requires a unique mix of creativity, sociology, business acumen, diplomacy, and a sense of humor. This industry keeps you on your toes, and we have the opportunity to learn new things every day while still having some fun.
What marketing platform are you most excited to see evolve over the next two years?
I’m excited to see how brands figure out virtual reality (VR) and build truly immersive experiences without being too intrusive to consumers. The current technologies out there, like Facebook’s Oculus Rift and HTC’s Vive, are pretty cumbersome, but Google recently launched Daydream, a VR platform that integrates into Android. The technology is improving and major tech players are making big bets, so I’m excited to see how it evolves. There’s huge potential for content creators to make an impact using this kind of technology.
What’s currently your favorite brand activation or campaign out in the market?
I’m drawn to brands that aren’t afraid to have a strong point of view, embrace new technologies, or have the ability to turn otherwise mundane, mainstream products into something really compelling. I can think of a few examples, actually, including:
Gatorade’s Fuel Lab at SXSW this year was a great intersection of brand, technology and personalization. It offers personalized drink formulas based on an athlete’s sweat content and smart bottles that send hydration stats to coaches. SXSW attendees could create personalized bottle caps via touchscreen, select which formula supported their workout goals, and then see a screen displaying data about their hydration status and nutrition recommendations. It’s not only super interesting, but it’s very functional (and I really want one of those bottles).
Thinx, a specialized undergarment company for women, is an e-commerce startup that makes very bold statements, while carving out a new category niche. It pushes the envelope and comments on major social issues with provocative New York City subway ads. It definitely sparks a lot of good conversations and entertaining reactions from commuters when they have nowhere else to look on their way to work.
At Cannes this year, Buzz Radar launched the world’s first emotionally responsive billboard. It analyzes more than 5,000 social media posts per hour and serves up ads based on the sentiment of the event using IBM’s Watson technology. This kind of ambient media feels very “Back to the Future,” but it shows how real-time data can be powerful when it’s effectively visualized and communicated.
Welcome to the team, Amy!
MMI is constantly growing and looking for amazing advertising and marketing professionals to join the team. To learn more about open opportunities, please visit our career page.