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    [NewsMaker] Deshendri Smit

    "The conversation has moved from building brand equity, to really understanding how a campaign has delivered against the investment."
    Deshendri Smit has been promoted to Executive: Sales & Marketing of Primedia Unlimited's Mall Division: Primall Media and MallWorx. Smit takes over from Lee Curtis who has been with the group a decade. Smit has worked the Mall Division for six years: as an Account Manager, and then as Sales Manager over the past two years. She is now in charge of developing and implementing a national sales and marketing strategy. The Mall Division includes Unlimited's mall activation brands; Primall Media, Mallworx, Mall Active, Prime Courts, Primedia Lifestyle Group, SourceCRM and Captiv8.

    Q: What is at the top of your to do list?
    A:
    Work on integration across our various mall offerings to provide better retail solutions to clients, and to use our environment to generate shopper and retail analytics.

    Q: What is your core strategy?
    A:
    To help clients build their brands in retail whilst serving the shopper, retailer, mall and property owner.

    Q: Most important attribute needed to do your job?
    A:
    Visionary leadership that's clear and defined.

    Q: The biggest trend to note in your industry?
    A:
    The uplift and importance of ROMI: the conversation has moved from just building brand equity to really understanding how a campaign has delivered against the investment.

    Q: How will you make an impact?
    A:
    By closing the gap from ATL (above-the-line) to path -to-purchase, by driving the understanding of shoppers and what influences their buying decisions.

    Q: What inspires you?
    A:
    People that invest in their growth with integrity, that always strive to be better both personally and professionally.

    Q: What legacy do you hope to leave in the industry?
    A:
    Entrench the value of partnership between media agency, media owner, brands and creative agencies.

    Q: Your life philosophy?
    A:
    My mission is to add value to every relationship and in every interaction.

    Q: Tell us something about yourself not generally known?
    A:
    I have less clothes in my cupboard than most men I know.

    Q: At the top of my 'bucket list' is...
    A:
    Travelling to Norway to see the Aurora Borealis.

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