Michael Campbell: „The CEE region is rapidly aligning with Western Europe in terms of media trends and technology adoption, particularly in social commerce”

Initiative Romania has launched a new strategic framework that proposes an integrated vision for the analysis, optimization, and maximizing the efficiency of media investment across the entire consumer funnel. The integrated approach of the entire consumer funnel and the precise and strategic allocation of media efforts are part of the Fame & Flow framework, Initiative’s global vision, aimed at maximizing media impact on its clients’ results. BR sat down with Michael Campbell, Managing Partner, Performance Planning EMEA, Initiative & KINESSO Lisbon, and talked about data, insight, the impact of AI, performance marketing sector and many other import aspects.

By Romanita Oprea

How would you describe the ‘Fame and Flow’ proposition?

Fame and Flow leverages advanced integrated planning concepts inspired by industry luminaries such as Byron Sharp, Les Binet, and Peter Field. This approach gives strategists clear direction on media planning strategies that deliver incremental brand value across targeted audiences. By merging decades of research with top-down brand equity analysis and bottom-up audience and digital insights, we identify key drivers of consideration and conversion. Data is analysed through sophisticated models, including structural equation modelling, to quantify the strategic impact on business KPIs, from brand metrics to lead generation and product-level ROI. This methodology shifts us from reliance on intuition to a data-enriched media planning process.

What are your main goals and expectations for and from 2024?

As an EMEA lead, my primary goal is to ensure our clients fully benefit from the Fame and Flow approach, embedding data-driven decision-making throughout our media planning processes. This involves extensive collaboration across the region to implement this innovative strategy in managing marketing across all channels (owned, earned, shared, and paid). With the impending obsolescence of cookies, a major focus will be on enhancing measurement strategies and adapting digital activation to optimise audience targeting in this evolving landscape. We’re dedicated to assisting our clients in navigating these changes, ensuring they’re equipped with the tools and knowledge to excel.

What can you tell us more about the role of incrementality, attribution, and econometrics in 2024 and how is it impacting your activity at IPG?

The demise of cookies signifies a pivotal shift in digital attribution, rendering traditional cross-channel models ineffective. This underscores the importance of econometrics (Marketing Mix Modelling, MMM) as a robust methodology for gauging incremental value. However, the landscape is evolving towards quicker, machine-learning-enhanced econometrics / attribution that offers agility and accessibility, overcoming the limitations of traditional MMM and cookies in digital. These advancements enable us to maintain a high-level perspective on incremental value, informing more effective and dynamic planning, activation, and measurement strategies.

How would you characterise the global performance marketing industry at this moment?

The performance marketing sector is marked by significant fragmentation, with a notable division between brand and performance objectives. This bifurcation often impedes integrated planning and optimisation, affecting ROI. Our Fame and Flow methodology aims to bridge this gap, fostering a more unified approach that maximises overall effectiveness and efficiency.

How is the CEE different, and what advice would you offer to countries such as Romania and why?

The CEE region is rapidly aligning with Western Europe in terms of media trends and technology adoption, particularly in social commerce. This shift presents unique opportunities for retail brands to explore new and effective sales avenues. My advice to the CEE, including Romania, is to deeply engage with data analytics and collaborate closely with agency partners to unlock incremental performance opportunities. Having spoken to a few large brands in the region, it’s clear that many are still closely guarding important data that can be pivotal in driving media performance – sometimes, this can be as simple as opening access to your web analytics platform.

What is the key for agencies to be delivering meaningful classification to power media measurement and optimisation?

Effective classification or taxonomy is essential for maximising the insights from analytics, supporting strategies from econometrics to audience segmentation. It can begin with a comprehensive view of correlation analytics to identify overarching trends, enabling you to focus on key areas with more robust analysis.

The key for agencies will be working with brands to uncover new areas to focus on, looking into the marketing funnel, audience, and data strategy elements, along with traditional media comms, product, and digital classification.

How is the role of the media planner and channel specialist changing in the world of AI, and what do you predict for the future?

AI is transforming the landscape, automating routine tasks, and demanding a more strategic focus from media planners and channel specialists. The future requires a more data-driven approach, urging professionals to integrate AI tools into their workflows to enhance productivity and strategic decision-making. Specialists with a broad understanding of the digital landscape will excel in this new environment, leveraging cross-channel data to drive incremental value.

Do you see AI more as an asset or an enemy? Why?

AI is unequivocally an asset, driving unprecedented innovation and efficiency in marketing. It enhances our ability to optimise across various dimensions, from ad placements to creative strategies. Its role is set to expand, highlighting the need for marketers to adapt and evolve alongside these technological advancements.

In your activity, you put a lot of emphasis on the importance of data and insights. How do you believe that the clients’ perspective has changed during the last years when it comes to this aspect? How do you believe things will look starting 2024?

The shift towards data-driven marketing strategies has been significant, with a growing recognition of the value of insights in driving marketing efficiency. As we move into 2024, I anticipate a continued emphasis on leveraging AI and automation to enhance strategic decision-making, positioning brands to capitalise on the competitive landscape.

What are the most important insights you gained during 2023?

The past year has been transformative, as we solidified our global Fame and Flow proposition. This strategy underscores the power of integrating data-driven planning across the marketing funnel, achieving a synergistic effect on driving up brand sentiment while bringing down conversion barriers.

What about the most important learnings in your career, so far?

A key learning for me has been the importance of embracing growth and change, which has guided my varied career in marketing. The pursuit of knowledge and adaptability has been central to my professional development, offering lessons in resilience and innovation.

If you were to start all over again now in your profession, what would you like to know and why?

Reflecting on my career, I value the journey and the unexpected paths it has taken. The dynamic and sometimes spontaneous decisions I have made have helped shape my trajectory, affirming the importance of flexibility and an open-minded approach to career and life.

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