Global

For all the years I have spent in the digital industry, media efficiency was measured through reach, frequency and cost metrics. These indicators still do matter but they no longer tell the full story.

Marketing has fundamentally changed.

Data is no longer something brands analyse after a campaign ends. It now sits at the centre of how customer conversations are planned, executed, and optimised in real time. Similarly, AI has moved beyond being an “emerging” capability — it is fast becoming a core operating layer for modern marketing organisations.