T-shaped Skills and Staying Curious: Sandra Onofri from Havas Germany

Sandra Onofri
Group Strategy Director Havas Germany
 

Tell us a bit about yourself, what do you do?

As Group Strategy Director my role is to drive strategic thinking for the Havas Creative Group in Germany with topics such as thought leadership, strategic planning for clients and driving collaboration.

 

What did you do before your current role and what led you to where you are now?

I started my career in the mid-nineties in the strategic planning department of Grey Advertising, found my passion there and stayed for around ten years. I then switched to the media side and worked 13 years as a Brand and Communication Strategist for WPP media agencies.

 

How would you define the role of a strategist in your agency?

Depending on the task, a strategist needs to fulfill different roles. Sometimes you have to be the sparring partner for senior clients on marcom topics. But more often, the work is focused on delivering creative planning output so that we at Havas can create meaningful solutions for our clients.

 

How have you seen the role of a strategist been evolving since you first began?

The output range of a strategist has become much broader since when I began. Now it can go from advertising to holistic communication to marketing solutions or even to business transformation. Thus, the type of people working in the strategic field and their skills have become much more diverse than in the past.

 

In your opinion, what are the greatest barriers an aspiring planner/strategist encounters when trying to start their career?

When you don’t have any job experience in this field, you must convince the people on the other side of the table with suitable aspects of your personality. So you must have a good understanding of your strengths and the skills that are requested.

 

In your time, what have you noticed are the key skills and traits that separate great strategists from the mediocre?

T-shaped skills and staying curious.

 

How do you avoid getting stuck in a cultural bubble and stay informed on the needs and desires of everyday consumers?

I use public transportation, go shopping in different retail forms and keep track with a wide range of media offers.