Campaign’s Media Faces to Watch 2020 – Alique Ohanian, Associate media director, Initiative

Campaign’s Media Faces to Watch 2020 – Alique Ohanian, Associate media director, Initiative

Age: 30

Seema Radhakrishnan, head of planning, Initiative: Alique is one of the few true hybrid planners who exist in the media industry today. She is the remarkable blend of a planner, strategist and an implementer. Hence, she always looks for strong insights, innovative routes and smart approaches for all the projects she works on. She is a rising star at Initiative and is quickly becoming one of our go-to people at the agency.

Career highlights

With experience spanning more than eight years in digital and traditional media across a bouquet of iconic clients in MENA, I acquired a deep understanding of how agencies, clients and partners operate and succeed. My tenure in the media agency world has given me the opportunity to work on strategy, execution, analytics, client servicing and business growth. I have helped clients solve real marketing problems using scalable solutions and position their media investments and partnerships as an integral element in their go-to-market strategies.

Guiding principles

My guiding principles are simple but of utmost importance to me; I have learned them both growing up and at work: integrity, curiosity, data and detail driven.


Dream job

If I were to say what my dream job would be I would say to be able to put my knowledge and skills to use for a good cause full-time. I have had a good education, a solid career and a good life so far and I believe it is only fair for me to pay it forward by helping the ones that did not get all these privileges.


Side hustle

I have always been curious about the psychology behind consumers’ behaviour; one specific interest within this has been the influences of nostalgia and childhood memories – often, we realise that our purchasing behaviour is affected by what we liked and what we were used to during our childhood. Marketers do realise this. However, after writing a paper about it just out of interest, there seem to be a lack of research related to consumers’ attitudes and feelings towards the past, and marketers worldwide and in the region need a lot more.


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