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P E R S P E C T I V E S
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and is proud that the concept of it is starting to gain trac- N
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Before joining Havas, she served as Marketing Manager

tion. CP30-- a play on CPM and 30 seconds—refers to the for Telemundo Internacional, a leading Spanish content O
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amount of time an ad accrues attention and adds a price distributor and producer worldwide. In this role, she ser- V
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dimension, so that marketers can better gauge effectiveness viced over 100 markets with a wide range of responsibilities A
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and engagement. In other words, an ad is worth more when ranging from creative, advertising, PR, event planning, social T
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the more time spent viewing it.
media, production, programming and promotions. Mary O
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graduated from Tufts University with a double major in In- R
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Shenan encourages the MEC team to connect all of

ternational Relations and Entrepreneurship.
the consumer and media dots in new ways. “It is exciting
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to follow the latest tech innovations and daydream about
Shenan Reed,
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new ways to use them to better serve our clients and their 2
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President, Digital customers. Please don’t ask me about your digital strategy. I
North America — 0
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believe in a strategy for a digitally enabled world. Innovation 1
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MEC
is seeing ideas today and how they will change the future, 5
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and then pushing for that change.
As MEC’s President of Digital,

She confesses, “I’ve had quite the journey from being Shenan Reed leads the media
a self-proclaimed math geek, crowned beauty queen, mu-
agency’s digital business and
sical actor to now being a mentor, digital entrepreneur and
is responsible for driving the
female leader within a leading media agency, and best of all advancement of digital growth

mom to two beautiful children. I am honored and proud.”
and innovation across North America. Her capabilities span

the entire spectrum of digital marketing: digital strategy,
Eka Ruola, CEO
online media placement, search engine marketing, search
& Chief Creative
engine optimization, social media strategies, creative con- Of cer — Hasan &
sulting, and ecommerce/eCRM consulting.
Partners Group
In fact, her early understanding of the digital consumer

Eka Ruola is one of the most
journey led her to open her own agency, Morpheus Media,

awarded creative directors in
in 2001, which she built into a highly pro table and well re-

Finland both nationally and
spected business known for its work with luxury and fashion
internationally. But while
clients such as Neiman Marcus, LVMH, Mont Blanc, and

most creatives are happy to
Chanel, as well as The New York Times and A&E Television

remain creative, Eka has gone further, taking on the busi- Networks. In 2011, Shenan sold it, but continued with the

ness leadership mantle as CEO of hasan & partners.
agency for two years to see the transition through.

Today at MEC, Shenan is helping marketers navigate In that role he’s helped the agency grow to become one
the sheer amount of data available to build future-forward of the leading modern marketing communications networks

digital solutions that resonate with consumers. She says, in the Nordics, expanding the brand to Sweden. In 2014 the

“It’s not the volume of data that matters, but rather the in- company bought renowned digital agency Perfect Fools that

sights you can glean from it. To get great insights, you need operates in Stockholm and Amsterdam. Plus, he’s broaden-

to know what questions to ask and to be open to nding ing the range of the group via new subsidiaries focused on

answers you didn’t expect.”
insight and analytics, video production and PR.
In addition to expanding his company’s footprint, Eka’s She always keeps in mind that Steve Jobs often re-

also equipping his teams to create brilliant content, amplify it marked that consumers didn’t always know exactly what

via all relevant channels and react to feedback within seconds. they wanted. She adds, “Self-reported survey data can

This move means revamping the agency model and getting cli- only tell us so much. Actions will always speak louder than

ents ready for the age of story creation and conversation – an words, and our ability to now harness consumer action has
on-going dialogue between brands and their audiences.
provided tremendous insight into what our customers really

want-- not just in terms of creative, but also in regard to “The most successful brands and CMOs,” he says, “will

media and all messaging communication.”
be the ones who dare to believe in the opportunities that

Shenan has been working on CP30 for several years,
are evolving in the new media climate and have the guts to

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