Marketecture: Get Smart. Fast.24 Marras 2025

Bayer’s Alexis Gossard & Lisa Perez Reveal the One A Day Brand Transformation at Marketecture Live

At Marketecture Live, Alexis Gossard, Senior Manager of Media Strategy at Bayer, and Lisa Perez, General Manager for Pain/Cardio/Derm and Nutritionals, discuss the recent shift in strategy behind the One A Day brand. They outline how the team revisited brand fundamentals, updated the visual identity, refined audience-specific messaging, and adjusted the media approach across video, social, retail, and emerging channels. The conversation offers a clear look at the decision-making process, cross-functional collaboration, and early learnings from the brand’s updated direction. Takeaways Bayer Consumer Health aims to reach more households. The mission is described as the road to billions. A dedicated team focuses on media outcomes. Every media plan outcome is linked to new brand initiatives. The strategy involves analyzing various channels for effectiveness. Household penetration is a key performance indicator. The company is committed to understanding market dynamics. Media planning is crucial for brand growth. The focus is on measurable outcomes in marketing. Bayer is leveraging data to inform its strategies. Chapters 00:10 Opening & Brand Challenge 00:50 Brand Overview & Market Realities 01:06 Audience Complexity & Strategic Shift 03:06 Rebuilding the Brand Foundation 04:39 Visual Identity & Packaging Refresh 06:32 Cross-Functional Collaboration 08:45 Turning Insights Into Media Strategy 09:48 Awareness Strategy & Football Integration 13:23 Advanced Targeting, AI, and Geo-Clustering 18:38 What’s Next & Q&A Highlights Learn more about your ad choices. Visit megaphone.fm/adchoices

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Exclusive: Arthur Querou, CEO of Vibe, Talks about the Blockbuster Acquisition by Walmart

From Cannes Lions, Ari Paparo sits down with Vibe.co CEO Arthur Querou, following the announcement that Walmart is acquiring Vibe.co. Arthur shares the company's journey from a French startup to a lea...

24 Kesä 8min

Andy Schonfeld of Tatari on Taking Shots at DSPs and Why TV is Different

Andy Schonfeld, CRO of Tatari, joins Ari Paparo from Cannes Lions to discuss Tatari’s bold message to the DSP ecosystem, why programmatic TV only captures a fraction of the market, the evolution of co...

24 Kesä 14min

Episode 178: Cannes Fashion Choices, Plus Patrick Dolan on the State of OOH Advertising

Patrick Dolan, COO of the Out of Home Advertising Association of America (OAAA), joins Ari Paparo to discuss the rapid evolution of out-of-home advertising. From digital billboards and programmatic bu...

19 Kesä 48min

Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained

Ryan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart's new partnership with Yahoo and Magnite, the role of Vizio in Walmart's CTV strategy, retail media measurement, increm...

15 Kesä 15min

Episode 177: Scott Ensign of Butler/Till on Innovation at Indy Agencies

Scott Ensign, Chief Strategy Officer at Butler/Till, joins Ari Paparo to discuss the advantages of being a 100% employee-owned agency, the rise of agentic AI in media buying, AdCP adoption, and the fu...

12 Kesä 58min

Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council

Ari Paparo sits down with Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions, and Doug Campbell, Chief Strategy Officer at DoubleVerify, to discuss why 91% of marketers dis...

8 Kesä 18min

Episode 176: Alex Chatfield on How Influencers are Leveraging Data Technology

Alex Chatfield, Co-Founder and President of Endorsable, joins Ari Paparo and Eric Franchi to discuss how data technology is transforming influencer and celebrity marketing. Drawing on his ad tech back...

5 Kesä 53min

Deterministic? Prove It.

In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), context...

1 Kesä 17min