Class of 2019 – Media Consultant – Publicis
STRATEGY, CREATIVITY AND RIGOR: THE WORLD OF ADVERTISING AT THE SERVICE OF MAJOR BRANDS
A HEIP graduate in 2019, Alexandra Canonge has been working in the world of strategic media consulting for several years. Now a Media Consultant at Publicis, she designs and manages large-scale advertising campaigns for prestigious brands such as Louis Vuitton, Kenzo Parfums, Vichy and SkinCeuticals.
AT THE HEART OF MEDIA STRATEGY
Her job is to align advertising campaigns with her customers’ business objectives. To achieve this, she orchestrates media plans across all channels: TV, press, outdoor, digital, influencer and event-driven. Alexandra is currently working with brands from the L’Oréal group, after having spent nearly three years working with several emblematic houses from the LVMH group.
Each day is punctuated by :
- Analysis of customer needs (budgets, commercial issues, special occasions such as Christmas or Valentine’s Day);
- Building a media strategy (budget breakdown, benchmarks, competitive analysis) ;
- Customer presentation and validation;
- Operational implementation with internal media experts (selection of channels, formats, partners);
- Campaign tracking and performance analysis (reach, ROI, engagement, etc.).
An example?
“For a Valentine’s Day campaign, everything starts as early as October: messages, formats, channels, targeting… right through to the final balance sheet, every stage is precisely calibrated.”
AT THE HEART OF MEDIA STRATEGY
Before joining HEIP, Alexandra began her studies at the University of Leeds in England. She then joined HEIP’s Bachelor’s program in International Relations & Political Science, attracted by the balance between theoretical teaching, international openness and professionalization. She then pursued a Master’s degree at the Sorbonne in International Project Management.
Today, she mobilizes the analytical, relational and strategic skills she has acquired throughout her career to support the biggest brands in their public speaking.
ALEXANDRA CANONGE’S ADVICE
“Stay curious, initiate exchanges, and don’t be afraid of not yet having found your calling. It’s the experiences – internships, work-study programs, commitments – that refine a profile.”
She encourages students to dare to get off the beaten track and meet new people: one contact can sometimes change a career path. Even in a competitive sector like advertising, perseverance pays off.
LEARN MORE
📎 [Alexandra Canonge’s LinkedIn profile]
📍 Sectors: Media Consulting – Advertising – Strategic Communication
📘 Formations : Bachelor in International Relations & Political Science