From analysing trends to championing team wins, Annika is at the heart of delivering exceptional client outcomes. In this Q&A, she shares the key challenges clients tackled in Q1, what’s now top of their agenda for Q2 and why empathy is just as important as efficiency.
What does a typical day look like in your role, and what do you love most about it?
My day typically starts with a coffee and a quick scan of our central dashboard to track trends and spot any unexpected spikes or dips in spend. After a brief morning sync with the team to align on priorities, I dive into emails, strategy work, client calls, and offer support wherever needed. The best part? Helping others. I truly enjoy problem-solving with my team and ensuring we deliver the Multilocal standard we’re proud of.
What areas did clients need most support in Q1, and where do you see the focus shifting to in Q2?
Q1 was all about reconnection and realignment. We hosted client refreshers planned for 2025 and reviewed what worked - and what didn’t - in the previous year. Our goal was to gain a deeper understanding of our clients’ future directions and how we can best support their growth.
Now, in Q2, it’s full speed ahead. We’re focusing on always-on deals, repeat business, and executing the account plans we’ve developed. We’re also preparing for the summer travel season in the Northern Hemisphere, putting together seasonal info packs, and staying ahead of key moments. Early signals? Increased demand for curated audio, more bespoke 1:1 deals, and growing interest in how Multilocal is shaping the future of Curation.
What’s been your personal highlight this quarter?
A client recently shared some wonderful feedback about our service and how we approached their brief. It was a small moment, but it served as a big reminder that the care we put into our work truly makes a difference - and that we’re on the right track as a team.
What surprises people about Multilocal?
We’re much more than just “audience solutions.” New clients and even new colleagues are often pleasantly surprised by the thought, detail, and behind-the-scenes expertise that go into every campaign. It’s a lot of work, but it’s what makes the process exciting and the results so rewarding.
And about you?
I have two degrees in Sociology and Social Anthropology. And surprisingly, social theory plays a bigger role in advertising than you’d think. At the end of the day, understanding people is half the job.
If you had to sum up your approach to client success in one sentence, what would it be?
Exceptional service is non-negotiable. Clients trust us to get it right - not just in outcomes, but in how we show up, represent them, and build long-term partnerships with empathy and precision.
