Features

‘We’re relatively small so decision making is fast and easy’ – 24 hours with… VaynerMedia’s Avery Akkineni

VaynerMedia vice-president of global media operations Avery Akkineni reveals a day spent shaping a different approach for the clients of her agency, with just enough time left over to catch-up on some reading

6.30am: Wake up and head to the gym. I am definitely a morning person, and love to be up bright and early. 

I’ve recently been going to Ritual Gym after meeting Sharma Das, who heads up their international expansion. Ritual is renowned for its 30 minute workouts, which are perfect for busy days. And it means I don’t have an excuse to skip the gym.

7.40am: After a quick shower at my apartment, and scan of emails/social media, I’m off to work. I listen to The New York Times’ ‘The Daily’ podcast each morning on my walk to work, while sipping an iced coffee. 

I like to be in the office early, to catch up on overnight emails from global clients and other Vayner offices. I’ll often use this time to connect with global counterparts in New York or Los Angeles; meeting on Google Hangouts whenever possible, to ensure a face-to-face connection. 

9.00am: I realise that a media manager on my team (who has a penchant for baking) has made croissants for the office. I can’t tell who is more excited – me or our finance director. I spend a few minutes connecting with the team, getting ready for a big day. 

9.30am: The first meeting of the day. Meet up with our partners from Google, to discuss a YouTube brand lift setup for one of our Asia-Pacific consumer product group clients. As an ex-Googler, I geek out on alphas and betas, and always want VaynerMedia to be testing the latest and greatest.11.00am: Internal meeting with my team to plan a digital media strategy outline for a client’s expansion into a new market. We’ve been seeing great results with a very progressive Asia-Pacific telecom client, and are now working with them on additional markets, which have slightly different media mixes.  

We review the audience framework, learning agenda, attribution plan, and projections together, before we share it with clients later this afternoon. 

12.00pm: Lunch with a prospective client, who reached out to us after seeing my talk at Techsauce in Bangkok. This B2B marketer is hoping we’re able to partner together on a direct response campaign, and they have some ambitious goals. I Head back to the office in a Grab, just in time for my next meeting. 

1.30pm: We’re on the hunt for new talent to join VaynerMedia Singapore, and I’ve gotten some great referrals from industry connections. I’ve invited a prospective creative director candidate into our office to meet informally and spend the next half hour getting to know him and his career priorities. 

2.00pm: I spend some time reviewing a strategy deck for an upcoming client campaign. We’re planning to present some new ideas, so I confirm everything is in great shape ahead of our client meeting tomorrow. 

A core part of my role is to shape the media approach we bring to clients; and it’s something that I love to dig into every day.

3.30pm: Hop on a client call with the team to discuss a regional Hari Raya campaign. This was a successful program, and a high priority for the client (who is enamoured by the magical transparency of digital). 

Connecting with clients and sharing business impact is a big part of my role, especially for priority initiatives and regular business reviews.

4.00pm: A weekly meeting with my finance director, to pulse check on current business, staffing, and internal operations. We’re still a relatively small office, so decision making is fast and easy; and we strategise weekly to ensure we’re on track to meet our growth targets.4.30pm: An email break, to catch up on client and internal correspondence. On a weekly basis, I block sections in my day to ensure I’m giving myself a little break in between meetings.

5.00pm: Meet IAB for drinks at 1880 Club. As I’m relatively new to Singapore, I’m still getting my bearings on all the marketing industry leaders in town. Miranda (Dimopoulos, IAB’s regional CEO for South East Asia and India) is absolutely wonderful, and shares some great insight into the digital marketing industry in South East Asia, over some delicious cocktails. 

Building industry connections, and understanding where VaynerMedia can add value in the region is a huge priority for me.

7.00pm: Dinner with my wonderful husband, Sree, at our home in Tanjong Pagar. We pick up salads from one of our favorite neighbourhood spots and eat them on our rooftop patio. It’s hard to beat Singapore nights.

8.30pm: A quick check in with VaynerMedia CEO Gary Vaynerchuk, to plan his next visit to Singapore, and status-check on one of our priority global clients. 

9.30pm: I spend 45 minutes reading before heading to bed, ready to do it all again. As an avid reader, I always have a few books that I’m working my way through. Right now, I am mid-way through ‘Sapiens – A Brief History of Humankind’ and ‘Bad Blood’. Variety is the spice; in reading materials and in life.

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