Ad land’s young guns: Krati Gupta, Director - Media Planning, EssenceMediacom

Krati Gupta is a seasoned media planner with a passion for all things digital marketing. With over 10 years of expertise, she specializes in Brand Strategy, media planning and performance marketing, partnering with top-notch brands to drive business growth and achieve brand success.

As Director - Media Planning, EssenceMediacom, GroupM, Gupta is responsible for managing annual media budget over Rs 10 million. She spearheaded media planning initiatives and managed brand marketing efforts for a leading OEM Brand including 4 new product launches in 2023. She also led cross-media planning initiatives and integrating digital and offline channels for the highly successful campaign for a prominent OTA.

In conversation with Adgully, Krati Gupta, Director - Media Planning, EssenceMediacom, GroupM, speaks about how she balances her diverse roles, her passion for media planning, maintaining a healthy work-life balance, and more.

How do you balance your diverse roles and what are the key challenges you face in managing these responsibilities?

Balancing multiple responsibilities demands both strong prioritization and a strategic approach. As the Director of Media Planning at EssenceMediacom, my role spans various functions, from devising high-level media strategies to engaging with our clients and staying on top of industry trends. My key challenge lies in managing the dynamic nature of the industry, where client needs and media landscapes evolve rapidly. By staying flexible and continuously optimizing workflows, I ensure that every task aligns with our larger goals.

What does a typical day look like for you, and could you share the 5-7 key activities you prioritize in your daily routine?

A typical day starts with planning and prioritizing, where I review key tasks and touchpoints with the team. Here are the activities I focus on daily:

1. Strategic Planning: Reviewing ongoing campaign strategies and optimizing them as needed.
2. Client Engagement: Meeting with clients to discuss performance, goals, and ensure alignment.
3. Team Mentoring: Guiding the team on best practices and supporting their professional growth.
4. Market Analysis: Keeping an eye on competitor movements and media trends.
5. Creative Brainstorming: Collaborating with creatives to align ideas with campaign objectives.
6. Performance Tracking: Assessing campaign metrics to ensure we’re achieving the expected outcomes.
7. Personal Development: Setting aside time for learning—whether that’s reading industry reports or analyzing new case studies.

What inspired you to pursue a career in media planning, and how did you prepare for this field alongside your other responsibilities?

My passion for media planning grew from my love for storytelling and data-driven marketing. Understanding audience behaviours and translating them into effective media plans is both an art and a science, and this blend is what excites me the most. I prepared by building a strong foundation in performance marketing and brand strategy. Alongside, I continually pursued upskilling through certifications, workshops, and mentorship.

Did you have any mentors or industry icons who guided your career? How did they influence your professional journey?

Absolutely. Throughout my journey, I’ve had mentors whose perspectives on strategy, innovation, and resilience have profoundly impacted me. They taught me to think creatively, stay grounded in data, and embrace challenges as opportunities for growth. These mentors not only provided guidance but also encouraged me to push boundaries and remain adaptable.

How do you maintain a healthy work-life balance, especially with the demanding role? What are your go-to practices for managing stress and ensuring personal well-being?

For me, setting clear boundaries and prioritizing self-care are essential. I believe in creating a routine that includes exercise, mindful breaks, and disconnecting after work hours. Practicing mindfulness and maintaining regular hobbies allows me to recharge and return to work with renewed focus and energy. I am firm believer of making time for work outs and try to remain fit.

Could you share some of the key milestones or achievements in your career so far, and how have they shaped your professional journey?

Some significant milestones include my recent recognition in the Super Women 2024 award and leading high-impact campaigns that strengthened brands’ market presence. Each milestone reaffirmed my passion for the industry and taught me the importance of resilience, teamwork, and continuous innovation.

How do you stay informed and updated in your role? Are there any specific resources, tools, or strategies that you rely on?

Staying informed is key in media planning. I regularly follow industry publications, attend webinars, and participate in workshops. Additionally, I leverage tools like social listening platforms, competitive analysis tools, and Google Trends to monitor shifts in audience preferences and keep campaigns relevant.

What drives your passion for the roles you hold, and how do you continue to grow and evolve to remain relevant and successful in the media planning industry?

The evolving nature of media planning, where creativity meets analytics, is what keeps me passionate. Every day presents an opportunity to learn and adapt. I prioritize professional growth by embracing new trends, staying curious, and actively seeking feedback.

What has your experience been like working at EssenceMediacom?

Working at EssenceMediacom has been inspiring and rewarding. It’s a place where innovation is encouraged, and collaboration is at the core of our work culture. I’ve been fortunate to lead diverse campaigns and work alongside talented individuals who continuously challenge me to excel. People here are industry first and mindset is growth oriented.

Could you share some insights into the culture and any unique opportunities that have influenced your work?

EssenceMediacom’s culture is inclusive and forward-thinking. The environment encourages us to explore unconventional ideas and solutions, which has deeply influenced my approach to media planning. The support for innovation and growth has been instrumental in shaping my journey here.

Also Read: Ad land’s young guns: Shashwat Vatsa, AVP - Brand, Olyv