Trendsetters Talk AI, Shoppable Ads, Nostalgia Marketing and More

Top trends and advice from women across Paramount Advertising

By Paramount Advertising

As Women’s History Month comes to a close, we’re spotlighting the many talented women of Paramount Advertising as they reflect on the top trends in media, advice to their younger selves, and what they’re currently #streaming. From AI to shoppable ads, CTV, nostalgia marketing, and more, these women bring a unique perspective to the ever-evolving media landscape.

What are you bingeing?

“Watching a lot of college basketball but mostly bingeing Paw Patrol!” -Erika Crowell, Sr. Director, Ad Innovation

“Mr. & Mrs. Smith is a great blend of comedy, drama, action, and romance, showcasing solid writing. And I loved the chemistry between the leads.” -Antoinette Clarke, SVP, Paramount Brand Studio

“Griselda with Sofia Vergara. Six episodes of intense drama with great acting brought me back to Sunday nights enjoying The Sopranos back in the day.” -Jackie Bodner, Sr. Director, Sales 

“As a Survivor diehard who has been watching since season 2, I’m very excited about the new season. I love its longer show format now, but it’s not exactly a binge since there’s only one new episode per week.” -Emily Huo, SVP, SMB Advertising

“Special Ops: Lioness. It’s a refreshing twist on military dramas, highlighting the importance of determination, skill, and mental toughness, beyond just physical strength. The storyline is action-packed. I love the character development and these women are total badasses. I am hooked and can’t wait for season 2 and beyond!” -Karen Phillips, Head of Agency Partnerships

“I have a few shows in my queue depending on my couch companions. With my daughter, we are currently streaming Young Sheldon, which is a favorite! My husband and I just finished The Tourist, and on my own, I’m watching One Day. A good mix of comedy, thriller and drama.” -Jen Kisling, VP, Programmatic Sales

“I'm in between binges, but I have been watching the Usher Halftime show on repeat; it’s a ritual of mine to watch every Super Bowl halftime show incessantly post-game. Fun fact: when I was younger I wanted to be a choreographer, so I thoroughly enjoy watching and dissecting live performances for all the talent and production that goes into them.” -Karen Vega, VP, Global Client Partnerships, Multicultural & Inclusive Solutions

What trends are you seeing right now in the media industry?

“Shoppable ads are becoming a fundamental format in the industry, changing the way brands connect with consumers on CTV platforms. As consumer behavior shifts, interactive and shoppable ads are emerging as a powerful solution for brands to drive measurable outcomes.” -Erika Crowell, Sr. Director, Ad Innovation

“Nostalgia marketing that leans into the cultural zeitgeist is a potent tool for reinvention, ensuring brands remain relevant by resonating with established audiences and bridging generational gaps.” -Antoinette Clarke, SVP, Paramount Brand Studio

“AI's accessibility is reshaping the industry, with media leaders leveraging it in 2024 for enhanced productivity, deeper insights, and significant business growth.” -Jackie Bodner, Sr. Director, Sales 

“The line between brand marketing and performance marketing is blurring and multi-touch attribution is becoming increasingly important. Businesses are realizing customer journeys are complex and not everything is about last click attribution anymore.” -Emily Huo, SVP, SMB Advertising

“Brands are embracing a creator-focused approach to content as consumers’ expectations of brand interactions continue to evolve. With Paramount Advertising’s new CBS Sports Creator Studio, we can pair brands with talent who will create custom content to reach younger sports audiences across social platforms.” -Karen Phillips, Head of Agency Partnerships

“A programmatic trend that we are seeing in the industry right now is the expansion of CTV with performance marketing and retail. This trend is opening up new possibilities for marketers, and for publishers like Paramount, it opens the opportunity to expand EyeQ to lower funnel tactics and campaigns.” -Jen Kisling, VP, Programmatic Sales

“I am seeing a rise in brands’ interest in wanting to understand how to market to diverse and multicultural audiences, but the interest is not matching up against the investment. 2024 needs to be the year for brand marketers to realize that if they want to win with consumers, they need to put their dollars to work to reach these audiences and do so strategically and authentically.” -Karen Vega, VP, Global Client Partnerships, Multicultural & Inclusive Solutions

What's one piece of advice you'd give your younger self?

“Maintain a curious mindset and always keep learning to create opportunities for growth.” -Erika Crowell, Sr. Director, Ad Innovation

“We’re taught from a young age that we must determine who and what we want to be when we grow up so we can lock in our lifelong identity and stick to it, but that's so wrong. You don’t have to be boxed into one career path or one dream – you have the flexibility to pivot, explore different passions, and be good at many things that will help you achieve different types of success if you commit fully, stay focused, and never stop learning and exploring.” -Antoinette Clarke, SVP, Paramount Brand Studio

“Embrace feedback as a gift reflecting care for your growth. It demands courage to give and openness to receive. Process tough feedback with a 24-hour rule: digest, learn, and then strategize improvement.” -Jackie Bodner, Sr. Director, Sales 

“Take advantage of the ability to move around since it's easier to do that when you're younger and starting a career versus when you're more established. Also, stay out of the sun, or at least wear sunscreen.” -Emily Huo, SVP, SMB Advertising

“Teddy Roosevelt’s quote, ‘Comparison is the thief of joy.’ Have your own definition of success. Comparing your title, salary, role, etc. to others distracts you from recognizing your own wins. Being competitive is a good motivator, but success means different things to different people. Celebrate your achievements.” -Karen Phillips, Head of Agency Partnerships

“Don’t be afraid of embracing new opportunities and possibilities. While it might be difficult to navigate, trust your instincts and stay curious.” -Jen Kisling, VP, Programmatic Sales

“I would have told a younger Karen that it’s okay to ask for help and advice and that by doing so it does not compromise your independence. We often feel like asking for help means you’re showing weakness or giving up your power, but that couldn’t be further from the truth.” -Karen Vega, VP, Global Client Partnerships, Multicultural & Inclusive Solutions