In the second of this week’s ’10 minutes with’ interviews, Khashem talks to Newsworks about how OMD is taking part in Ad Net Zero, why she would report on food if she were a climate journalist for a day and which celebrity chefs would get an invite to her dream dinner party…
How did you get into the advertising industry?
I studied Marketing at Uni and then a friend of a friend mentioned they worked in an agency and recommended applying – I remember applying for the role on Christmas Day!
What is your proudest career highlight?
Successfully learning multi-media channel planning, having spent most of my career in AV and now being the lead media planner across Lidl. I thoroughly enjoy working across the Lidl account, as it challenges my thinking and allows me to plan cross-effective campaigns.
Best piece of advice you’ve received?
If you don’t know, then ask – sounds really simple but when children first pull a sentence together most of their conversations start with a why. There’s no reason to stop now – the more curious we are the more knowledgeable we will become.
Why does advertising matter?
Advertising is in our everyday lives; no matter where we are or what we are doing, we are always surrounded by advertising. Unless we walk around with our eyes and ears closed, we can’t avoid it.
What’s your favourite ad campaign featured in news brands?
It has to be when KFC ran out of chicken. It was an absolute nightmare for them as a business but using media such as print to be open and honest with customers, combined with humour allowed the public to be forgiving and turn a negative into a positive.
Print was a great channel choice for KFC as it offers flexibility for advertisers to react to new news and reach mass audiences who are already engaging in reading the latest news headlines.
How does journalism matter to you?
It allows us to get different views and perspectives of the world. Everyone loves to have an opinion and we wouldn’t have great conversations if people didn’t put their own views forward.
This week is the UN Cop26 climate conference in Glasgow. With OMD taking part in Ad Net Zero, how are you and your colleagues working to help to reduce the ad industry’s carbon emissions to net zero?
At OMD we recently worked on a project that helps our clients to reduce their carbon emissions as part of their media plans as well as understand which media channels have the biggest impact on carbon and how much it would cost them to offset their media carbon footprint. It’s a really interesting area and one that our clients are looking for guidance on as they release sustainability campaigns and look forward to the future.
If you were a climate journalist for a day, what would you cover?
Eating seems to have become far more complicated so I would enjoy covering the food area. Recent documentaries such as Seascape have definitely been an eyeopener. It’s a really interesting area as not only does it impact our day-to-day lives, but also the way brands should think about behaving in the future.
Who or what is your biggest inspiration?
I wouldn’t say one person but instead I’m inspired by people who help others or make significant change. I followed the Black Lives Matter movement last year, and I’m currently part of the Better Diversity & Inclusion team at OMD to help our colleagues across the company.
Who are your fantasy dinner party guests?
I’d invite some decent chefs and call it a ‘bring a dish’ dinner party – Gordon Ramsey, Jamie Oliver, Nigella Lawson, Paul Hollywood, Mary Berry.
How do you switch off from work?
I love a good bake – I’m a sweet over savoury person and have always enjoyed baking for friends and family.
If you weren’t in the advertising industry, you would be…?
I’d like to be doing something where I can make a difference in people’s lives, such as being a teacher or working with young people in some way. They are the future of the world.
Gym or gin?
Those who know me would expect me to say neither, but I’m week 5 into the gym for the first time ever and hoping I can keep at it!