Meet Melanie Altarescu, Executive Director of Integrated Marketing at The New Yorker. Melanie heads up a 12-person, powerhouse team specializing in custom campaigns and activations spanning all of The New Yorker’s platforms, including print, tablet, smartphone, digital, social, and events. Her clients–ranging from automotive and technology companies to producers of luxury goods–come to Melanie’s team for innovative and creative marketing solutions that only The New Yorker can provide.
But in an industry where if you’re not first, you’re last…you might wonder how she stays on top of her game and consistently deliver first-to-market ideas? So, we asked her. Without missing a beat, Melanie credits her world-class team, which she fondly refers to as an “idea factory.”
Composed of creative, energetic, entrepreneurial go-getters who quite literally ‘make ideas happen’, the team is constantly brainstorming and sharing to spark each other’s creative juices. Whether it’s writing out ideas in fancy handwriting on their giant whiteboard in the office, or texting/emailing each other when they find inspiration out of the office, no idea is ever too crazy, too big, or too small.
Fueled by good vibes, Soul Cycle classes, and healthy snacks (Melanie swears by these No Bake Energy Bites), no one hesitates to share their thoughts as they compile ideas to fill their ‘arsenal’ with concepts that might one day be used for an activation, campaign, or event.
If you’re lucky enough to be at BizBash’s IdeaFest in NYC today at the Jacob K. Javits Center, be sure to check out Melanie’s session in the Event Innovation Forum on helping event pros stay ahead of clients by finding innovative sponsor solutions. For more information, please visit www.bizbash.com/ideafestny. Additionally, you can follow Melanie’s The Idea Factory on Twitter @newyorkerpromo and at newyorkeronthetown.com.
Want to emulate Melanie’s success? Start by forming your very own team, posse or Jedi council. And, it’s ok if you don’t have an army of 12 to work with. Start small — seek out individuals in your life that you can bounce ideas off of in a healthy brainstorming session and go from there.
Where do you find your best event ideas? Tell us in the comments below!