YAB: What do you think outsiders misunderstand about media planning? So you could share it to that friend's wall and say, 'Hey Joe! Let's book a vacation to Samaná and go whale-watching!' It was really cute. If you spun the slot machine, it would land on a Samaná activity like whale-watching and also on one of your Facebook friends. We got to test out some new partners, and run these big, flashy units.įor example, we had one ad, an interactive slot machine, that connected to Facebook.

Malia Estes: That's hard, because I love all our campaigns! We had a co-op campaign going a few weeks ago for Samaná, Dominican Republic, and it was one of those situations where the brand planners brought great insight, the creative team brought amazing visuals and taglines, and we media planners just got to have so much fun with it. Yahoo! Ad Blog: You say JetBlue is your favorite brand-do you have a personal favorite JetBlue campaign, as well?

Since joining the team there, she has helped service clients like Timberland and Emblem Health, but now focuses solely on her favorite airborne brand, JetBlue. She enjoyed the work so much, she decided to pursue it full-time, and set her sights on Mullen.

Prior to joining Mullen a year and a half ago, Malia was busy experimenting with what she calls 'a caveman version of media planning,' handling blogging and social media for a smaller start-up. Today we'd like to introduce Malia Estes, a digital media planner at Mullen in Boston, Mass. Fun with online slot machines, brand accountability, and being adopted by Tina FeyĮditor's Note: What's on the minds of media planners? That's what our 'Meet a Media Planner' series aims to uncover as we chat with media and search planners at agencies across the country.

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