Srivastava is a consummate innovator. One of her team’s latest high-profile programs was an award-winning, multimedia, cross-portfolio campaign that paired “DuckTales” with the Aflac “spokesduck.” Addressing industry changes, she says, “It is the daily challenge of how to create that perfect custom advertising solution that meets the needs of the brand and hits home with our audience when there is so much of everything to choose from.”
In what areas should the industry step up its efforts with regard to diversity and inclusion?
There has been a concerted effort and a certain level of progress for those in front of the camera… and recently behind the camera but there is still work to be done. I would specifically focus on the executive level teams making the development and marketing decisions. You need individuals with diverse sets of experiences to bring different points of view to the table where key decisions are being made.
What’s your best advice to someone just entering the video content/distribution industry?
Be a sponge and keep learning. There are so many things changing on a daily basis in this business so learn from everyone you work with – especially your peers and those who report to you on your team in the future. You can learn from all levels of team members. Keep learning.
What’s been the most dramatic change in your sector of the business today vs. three years ago?
Variety and accessibility. There is so much content available to our audiences on so many different platforms and trying to find ways to break through the clutter and resonate with a certain demographic is a challenge everyone is facing. In my area specifically, it is the daily challenge of how to create that perfect custom advertising solution that meets the needs of the brand and hits home with our audience when there is so much of everything to choose from.
If there were a reality show based on your office, what would it be called?
“All it takes is Faith and Trust” (Peter Pan)
“Don’t just Fly, SOAR” (Dumbo)
“Venture Outside Your Comfort Zone – the Rewards Are Worth It” (Rapunzel)