Business & Money | Tuesday 19 May, 2015 1:47 pm |

Since joining Tonic Media as General Manager in January this year, Jacqui Hewett has been focusing on expanding the digital media arm of the business, strengthening the department's capability in understanding what the market demands today and anticipating what it will demand in the future.

Jacqui believes the regional media scene is constantly evolving, and consumers are more in control of how, what, when and where they consume their media. "Standing out to these consumers who are savvy and spoilt for choice means that we need to move away from media planning and focus on content amplification across a media ecosystem in a meaningful and engaging way," she says. "To do this, agencies and clients need to be bold, which is exactly the approach we have taken with the launch of the region's newest OTT video on demand streaming service - STARZ Play. We have focused on digital media and are very pleased that the client has agreed to our strategy." Jacqui believes more and more clients will choose digital as the lead media in launching regional mega projects.

Jacqui only joined Tonic International in January 2015, and has already had a huge impact. "Jacqui is an amazing addition to the Tonic International group," says Wael Bittar, Tonic International General Manager. "The knowledge and energy she brings to the table has already enhanced the group offering. She leverages her experience in leading network media agencies to change the way regional advertisers see and use media. She is someone who has been on our radar for a long time and we are very happy to have her in the Tonic family."

Arnaud Verchère, one of the founders and Head of Strategy for Tonic International says, "Being GM of Tonic Media, Jacqui is a fundamental member of our strategy team. For us branding, digital, advertising or media all work together and should be planned together. We analyse the impact communication has on our clients' businesses and base our solutions on driving success. Jacqui brings an invaluable media intelligence to the table. She has been an integral part of Tonic International winning the STARZ Play business, beating major media and creative agencies. This integration between media and all other disciplines is at the heart of our success."