Masters of Media podcast: Olya Dyachuk, Data Driven Media Director, Heineken

NDA has launched a new podcast series, Masters of Media talking to Media Directors to understand how brands are able to keep pace with the frenetic speed of development of media and its fragmentation across channels.To kick the series off, we sat down with Olya Dyachuk, Data Driven Media Director, Heineken.She believes that Media Directors today have to "think beyond media" to be able to effectively build and maintain relationshjps with consumers. In a wide ranging and honest interview, we discuss topics including how she ensures Heineken tells a consistent story across all digital media channels, the role of agencies, and the impact of the rise of the digitally-literate and experienced media director.