POSE&FOCUS: WOMEN IN ADVERTISING - MEAGAN YEDNOCK

 

For This Friday's Pose&Focus: Women in Advertising Vol.3 highlight I am pleased to introduce Meagan Yednock. I had the pleasure of working with Meagan for many years and I can say by far she is one of the top sellers here in Los Angeles.  Meagan is not only exceptionally dedicated to her craft, but she is extremely humble, smart and strategic.  She has worked on some awesome campaigns at Buzzfeed in the last couple of years that have gotten recognition in major publications such as Variety. As you read along you'll be please to learn about her dedication to her alma matter supporting the future generation of advertising and the female leadership she has as her mentors.     

     Subject:  Meagan Yednock, Brand Strategy Director, Buzzfeed  Creative Team:  Photographer Lin Marty Photography, Hair/MUA Brenna Schaefer, creative assistant Martiza Mendez,  Jewelry Faithful Artisan

 

Subject: Meagan Yednock, Brand Strategy Director, Buzzfeed Creative Team: Photographer Lin Marty Photography, Hair/MUA Brenna Schaefer, creative assistant Martiza Mendez,  Jewelry Faithful Artisan

For those that are not familiar with the industry, please provide a description of what you do. I’m responsible for selling and leading custom programs for some of our top automotive partners. I oversee the process from strategic and creative development, to deal framework and negotiations; through final execution, distribution, integrated marketing strategy and PR.

How did you first become interested in advertising? I knew I wanted to do something in business. I came from a very entrepreneurial family where both of my parents worked for themselves. I started as a Finance major and then quickly realized that I gravitated towards classes that allowed me more creative freedom. I fell in love with advertising after taking my first advertising class with my favorite teacher, Professor Tomlin. To this day I have stayed close with Professor Tomlin, coming back to speak at his class every semester.

What is one unexpected expectation/duty of your job that most wouldn’t know? As a seller, you have external clients but you also have key internal stakeholders that are essentially, internal clients. Being empathetic and understanding of both types of clients makes you a stronger seller and allows you to get stuff done internally.

What are the top pressures in your position? REVENUE! There is constant pressure to grow revenue, even coming out of a strong year. With custom content, you also feel pressure to evolve constantly and come to clients with fresh/never been done before ideas that will win awards.

What personal traits do you contribute to your success? Determination. When I set my mind on something I will obsess over it and do everything it takes to make it happen.

Any big success stories that stand out the most when looking back at your career journey thus far? Partnering closely with the team at Canvas, we worked for 8 months on a Hyundai music tour called ‘Kamp Kona’ that launched in June.  It was aimed to build awareness of the new Kona. It was one of the best cross team collaborations I’ve experienced in my career and I’m so proud to see it come to life last month. A great Variety article came out that announced the tour.  

What was your professional highlight within the last year? Also working with the Hyundai team to build out a successful series that we did last year called ‘Young Entrepreneurs’. This highlights young leaders who have created companies that make the world a better place. We saw so much success last year that Hyundai renewed the series in 2018, to profile five new Entrepreneurs who are working across all different industries, from: pediatric cancer to ocean oil rig restoration.

What was your first gig in the industry and what were the steps you took to get hired? 2008 was one of the toughest year for college graduates to get jobs. I was very lucky because my college advertising Professor, Professor Tomlin, helped to place me in a PAID internship at an Out of Home advertising agency in LA called Kinetic. This internship turned into a full time paid job which kick started my career. After two years at the agency, one of my co-workers brought me over with her to Yahoo!, which at the time was one of the coolest digital media companies to work at. I worked as an Account Manager for three years. I knew I wanted to be a seller, so I jumped to a small startup called Tumblr, where I met my current boss, Jen Klawin. Her guidance and leadership has been instrumental to my career, she helped me to be the automotive seller that I am today and showed me how to handle many situations with so much class and grace. After a few years at Tumblr, together we went to BuzzFeed, where I’ve been for the last three years.

What advice would you give women who are thinking of working in the industry? I’m in a very unique position. During my entire career, I’ve never had a male boss (minus Andrew G. for 3 short months). I’ve been led and taught by inspirational and career driven women which has helped shape the person I am today. Even today I’m so lucky to be working for a strong and successful women leader, Mel Walter. My advice for women looking to get in this industry is to pick up key mentors along the way that can be a sounding board and guide for you.

What has changed in the industry from when you first started out? Is this change good or bad? This is my favorite part about working in digital. Our industry is constantly evolving, faster than any other industry. It keeps us stronger partners, more innovative, and keeps our jobs captivating.

When starting out, any mistakes you learned from that you would like to share? A common mistake I see is the classic ‘grass is greener on the other side’ move. I have come very close to making this mistake in my career, ultimately I’ve learned that working for good, trusted people is invaluable.

How do you manage a healthy routine between personal and work responsibilities? Working out and having a healthy lifestyle helps to keep me balanced with work. If these elements are not aligned, I can’t give my work the best version of me. I try to meditate at least 10 minutes a day and have cut back significantly on my meat and dairy intake. These small lifestyle adjustments have helped me to cope with stress and workload in a different way.

In moments of self-doubt, how do you pick up and keep moving forward? Knowing that everything will pass. We are all a sum of our parts and these tough experiences of self-doubt will help you grow and expand to a new level you didn’t know you needed. Pushing through is a great lesson of life that allows us to experience new boundaries and ultimately come out stronger.

With just three adjectives, describe yourself. Determined, hardworking, sincere

What is one interesting thing about you that most people don’t know? I was born and raised in Topanga Canyon by two cool hippie parents. I’m an only child to an artist and an entrepreneur, both taught me about hard work and determination in completely different ways.

What does the word “success“ mean to you? Happiness. Finding the great balance of doing something you love and are passionate about, while also being financially fulfilling.

Do you think success comes from luck or skill? I think some of our best success comes from both luck and skill. This combination is powerful!

What are your go to resources for inspiration? I’m on the podcast circuit right now. I rotate between Tim Ferris, Rich Roll and Bigger Pockets.

In this industry we have a lot of exposure to great restaurants. What is your #1 recommended restaurant in Los Angeles right now? And what menu items are a must? I LOVE Plant Food + Wine. It’s a plant based menu, but even my meat eating friends enjoy it. You can’t go wrong with anything on that menu, but if you’re feeling decadent... the Coconut Cream Pie is out of this world.

What is one thing in Los Angeles you have been dying to do/try? This is tough to say for someone born and raised here! One thing I’d love to do is start the day in the snow, end it at the beach. We’re so lucky to have both options within a few hours of each other.

 

Los Angeles Rapid Fire Qs: 

  • K-ZO or SugarFish? SugarFish
  • Santa Monica Pier or LA Arts District? I’m a beach girl, Santa Monica Pier
  • UCLA or USC? USC
  • 405 or the 101? The 90.. hands down the best freeway in LA
  • Lakers or Clippers? Lakeshow
  • Rodeo Drive or Melrose Ave? I like to get fancy sometimes, Rodeo
  • Shutters or Terranea? Shutters
  • Disneyland or Universal Studios? Neither! I hate theme parks

Thank you for your support in reading this post! As many of you know now, Pose&Focus: Women in Advertising is my personal passion project dedicated to highlights women in the advertising industry through interviews and creative expression.  Having been in the business myself for over a decade, I found it very important for women (and men) to support female leadership in our community & industry. Especially with our current climate this mission is more important to me than ever before.  I want our female readers to know when they come here they will get solid advice and actionable steps that they can use to elevate their own careers.  To learn more about upcoming posts follow me on Instagram or Linkedin for the latest news.

 

Best,

Lin