Meet Mimi

Mimi has seven years of media experience, collaborating with diverse clients across various industries. Currently at PHD Media, she works on the Diageo account, having previously managed the Sainsbury’s Group. Recognised as Campaign Media Week’s Rising Star in 2023, she also spent two years as Chair of the OMG Multicultural Advisory Group, championing safe spaces for multicultural colleagues.

In this article, Mimi gives us an exclusive inside look into a leading global agency network through her lens as the Media Planning Director at OMG UK.

Can you share your career journey and what led you to your role as Media Planning Director at PHD UK?

I studied Media at university, followed by a Master’s in Media, Society and Culture. I’ve always been passionate about influencing culture, shaping perceptions, and exploring how people consume media. Initially, I applied for numerous marketing roles and eventually found my footing in an agency, which paved the way for my current role.

What aspects of media planning excite you the most, and what keeps you motivated in this industry?

I’m energised by creating work that makes a tangible impact and by understanding consumer behaviour to drive results. I love analysing trends, applying those insights to my projects, and then seeing the outcomes of that work in everyday life.

What skills or experiences have been most pivotal in your professional growth so far?

Many assume media planning is all about technical expertise, but it’s equally about understanding people. The ability to communicate ideas in a way that resonates with clients or stakeholders is essential. Adapting to how individuals respond—whether they’re risk-takers, detail-oriented, or seeking inspiration—has been a crucial skill in advancing my career.

What has been one of your biggest challenges in this role, and how did you overcome it?

Pleasing clients can be challenging—sometimes, a rejected idea or difficult conversation can feel like a personal failure. Over time, I’ve learned not to take it personally. Building strong client relationships and focusing on delivering my best work ensures I can feel proud of my output, regardless of the obstacles.

How would you describe the culture at OMG, and what sets it apart from other places you’ve worked?

Despite being a large organisation, OMG has a close-knit, family-like feel. There’s an abundance of opportunities to collaborate with some of the best in the industry, and the company genuinely supports internal mobility. It’s the kind of place where you can carve out an entire career, with endless avenues to grow and develop.

In what ways has OMG supported your professional development and career progression?

OMG has provided me with a platform to share my passions and ideas. I’ve built a strong network that has opened countless opportunities and shifted the trajectory of my career. Beyond professional development, I’ve formed lifelong friendships while working on iconic, boundary-pushing brands.

How does OMG approach diversity and inclusion, and why do you think this is important in the media planning industry?

OMG empowers employees to lead DEI initiatives that are properly funded—a rarity in many organisations. We also have direct access to senior leadership, where we can present ideas, gain advice, and leverage their support and networks. These initiatives make a meaningful difference and set OMG apart.

What opportunities do you see for growth within OMG, both for yourself and for others starting their careers here?

OMG is a fantastic environment for growth, offering numerous opportunities for personal and professional success. It doesn’t feel like you’re just a cog in a machine—it’s a place that truly invests in helping individuals thrive and reach their full potential.