Campaign’s Media Faces to Watch 2021 —Patriz Datlangin, Media Manager, UM
Nominated by Alina Waite, Business Director, UM
Patriz started her career in social media, later evolving into an integrated planner at UM. This evolution was driven by her thirst to solidify her value across clients, expanding her skillset & capabilities to omnichannel visibility. Patriz is a true embodiment of our approach to talent, people first vs. job-specific. She has proven that you can be whatever you want to be with the right mindset. Her ambition has translated into her critical role in pitches as a key driver of audiences and insights, and her promotion to manager on FAB steering their integrated communications’ agenda
I have worn multiple caps throughout my career – from creative agencies to media and working on multiple industries like Aramco, Emirates or my current account First Abu Dhabi Bank (plus, their vast portfolio!). Being able to work with regional counterparts and even present to global C-level executives has been a highlight as well as a Dubai Lynx win for RB and a shortlist at the global MomentUM awards for J&J in 2019! Happy to say that each path gave its own set of unique experiences which made me a stronger strategic storyteller and client partner.
Moving to the UAE at a fairly young age, I had to re-adapt. Fast. The journey so far has been interesting and as a result, I embrace constant evolution. With that, my guiding principle has always been this:
“To succeed in this world, you have to change all the time.”
How has Covid changed your job?
The need to be agile and flexible throughout it all has always been a constant in my day-to-day life. 2020 only served to reinforce this as we worked on helping brands effectively transition through this tough period.
The desire to tell stories is something that was embedded throughout my career. Hence no surprise that I have started experimenting with short stories. Currently for personal consumption but hoping to pass that out soon.
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