Paula Gignac possesses formal qualifications as a wildlife biologist from the University of Guelph, and even spent some time in the field before opting for a career within the similarly fascinating digital ecosystem.
Interestingly, the two intersected when research Gignac had done in the area of optimal foraging – which in basic terms states that organisms behave in a way to find, capture and consume food containing the most calories while expended the least amount of energy possible to do so – was showcased by Google as part of a search presentation.
“For me it hasn’t been a big change even though it’s different,” said Gignac, who announced Thursday that she is stepping down as IAB Canada president on Sept. 1 after eight years with the Toronto-based organization and 16 years in the digital realm.
Gignac is bound for Guelph, Ont., where she will raise her teenage daughter while her partner pursues a Masters Degree. “It might seem like ‘What, you’re giving up this incredible business position for that?’ ” Gignac told Marketing. “But at the end of the day, if someone’s else life is in my hands, then that’s what I’m going to do.”
Gignac said she will most miss the “fearlessness” of the IAB staff and the “innovative culture” fostered by the organization.
She also lauded the “incredible” community served by the IAB and said it has been a privilege to start at the “ground floor” of digital and help it evolve into Canada’s second biggest advertising medium behind television – which it could surpass as soon as next year.
“It’s really gratifying because it’s not about being number one, it’s about this industry that… works so hard to get proven,” said Gignac. “It justifies itself over and over again, when the real story was probably told 10 years ago.”
Gignac thought back to her interview for the IAB presidency when she was asked what she would bring to the organization, and she responded with “love.”
“I love these people, I love all the possibilities of digital, I love how hard everyone is trying, I love everyone in old media trying to make it work for new media – I just love everything about it,” she said.
She was a staunch advocate for the digital industry even when occurrences like the “dot bomb” implosion of the early 2000s saw people abandon the field. She has maintained that enthusiasm in a time of seemingly unstoppable momentum.
“I feel good that I have provided a way for people to feel that they can talk about anything, share that collective angst of a medium that is moving at light speed,” she said. “It’s really hard to be in a medium that’s moving that fast – you never know if the skills you’ve acquired today are going to suit you tomorrow.”
Gignac said the IAB has a “very deep” strategic plan that is being implemented at the moment, and noted that she will continue to work with the organization in an advisory capacity.
“I don’t think a member will notice a single hiccup,” she said. “In fact, when the new president comes on, I think they’re going to be amazed at the speed with which we churn out even more things.”
