Campaign Chemistry

George Popstefanov was fascinated by e-commerce before most people were — a curiosity that shaped his agency, PMG, into what it is today.

He launched the full-service agency from his home city of Fort Worth, Texas, in 2010, getting in on the ground floor with large clients that were looking seriously at investing in digital and e-commerce. 

After growing slow and steadily for more than a decade, PMG had a pivotal moment when it won Nike’s North American media AOR last July, beating out major agencies for the prize. For Popstefanov, it was a sign the industry had finally caught up with his bet on e-commerce — and proof that independent agencies can compete against big incumbents. 

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Nearly two years ago, Rob Reilly joined WPP as its first chief creative officer with a remit to make it the most creative company in the world. Since then, the agency has been named the most creative company of the year at Cannes twice. 

How has he done it? In part by poaching top talent, such as global Ogilvy CCO Liz Taylor and global director of creative excellence Eric Monnet. Also, by meeting increasing client demands to work in a more integrated way across the network. WPP’s OpenX is a prime example, bringing together agencies such as VMLY&R and Ogilvy on behalf of a global client. But mostly, it’s been by continuing to fill the business with curious people.

In this episode, Reilly chats about his role at WPP, shares his view on the role of industry award shows and debates the benefits and drawbacks of working from home for creatives.

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Susie Nam’s career trajectory isn’t the typical one of an ad agency exec. Rather than bouncing around to different top-tier creative agencies before landing the gig, she was a journalist at George magazine and The New York Times, and an urban planner in London. 

She’s been with Droga5 since the early days, rising up the ranks in her 14-year career there from an account director, to chief operating officer to CEO. Now she’s leading the agency through its integration with Accenture Song, adding the operational rigor to support large clients while maintaining the agency’s misfit culture.

In this episode, Nam also chats about her personal experience as a Korean-American female CEO and how that has shaped her approach to talent and DE&I at the agency.

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Margaret Johnson started her career at the bottom of the totem pole at San Francisco-based creative agency Goodby Silverstein & Partners. Twenty-five years later, she’s running the creative department as chief creative officer. 

Johnson rose to the top with persistence and hard work, but also by building her own brand — advice she gives to younger female employees looking to make a name for themselves in the business. She’s led Goodby’s team in creating award-winning Super Bowl spots for brands such as Sam Adams and Doritos, all the way through using AI to recreate people’s dreams for the Dalí Museum. 

In this episode, Johnson talks about her career, how she brings others along for the ride and how innovation is reshaping the work the agency does. 

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2022 was a big year for Direct Digital Holdings. 

The Black-owned programmatic business went public just over a year ago, after years of successive growth. The company includes a buy-side business for mid-market brands and a sell-side business focused on monetizing diverse-owned and targeted publishers. 

As Direct Digital Holdings has grown, it has aimed to create more programmatic access for underserved publishers who are often disadvantaged on company media plans and blocklists. The business recently published a white paper that proves brands are leaving money on the table by not engaging with diverse audiences where they spend their time. 

In this episode, Walker also chats about his career as a Black entrepreneur in ad tech and shares his hopes for DE&I efforts in the industry in a worsening economic context.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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Roku and DoorDash have recently teamed up to bring on-demand delivery directly to the TV screen. Consumers can now conveniently get their favorite food delivered to their door, while brands can reach diners at the right time and drive instant conversion from the comfort of the living room.  

Hear from Roku’s manager of revenue strategy and partnerships, Lindsay Pullins; and DoorDash’s GM of ads strategy and platform, Peter Giordano, as they share insight into this first-of-its-kind partnership. 

For more information, please visit https://ads.doordash.com and https://advertising.roku.com

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Juan Carlos Ortiz became president and CEO at DDB Latina in 2008 with the vision to unite multicultural marketing across continents through a cultural approach to creativity. Under his leadership, South and Central American marketing efforts were united with Miami, Hispanic North America and Spain. 

The multi-continental effort hasn’t been without its challenges. Specifically, incorporating nuances between markets under a universal focal point. But Ortiz has faced it head on. To create a universal standard, DDB Latina has developed a creativity benchmark called the “Bullseye system” in which work from local agencies is continuously evaluated and developed by a council of chief creative officers. 

DDB Latina generated 51% of creative results for the global agency at Cannes in 2021. That number climbed to 59% in 2022. 

In this episode, Ortiz chats about this strategy and how the approach has flipped DDB Latina’s business. He also shares how the agency is attracting and retaining talent and his predictions for new creative trends. 

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As an agency leader, Mo Said does things a bit differently. 

After building his creative pedigree at shops including BBDO and Droga5, Said went off to launch his own agency to do work he is more passionate about – not just work that’s focused on growing the agency’s remit. Unlike other creatives who start their own shops, Said runs the business as well as being a creative director, which he says helps the agency get to better ideas more quickly.

Mojo Supermarket has three rules – we only work for brands we love, we only work with people we love, we don’t work for free. For Said, these are common sense things that often just don’t happen in the agency world, especially as creatives are expected to provide ideas for free during pitches.

In this episode, Said talks about how the agency is able to operate differently, why partnering with people you like leads to better work and how he came up with the name Mojo Supermarket.

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Fabrice Beaulieu is chief marketing, sustainability and corporate affairs officer at Reckitt, a unique role that allows him to oversee both marketing and CSR efforts for the CPG giant’s house of brands. 

Reckitt brought oversight of sustainability under marketing leadership to ensure that it functions as a business priority. The alignment makes it easier for Reckitt’s brands to tell authentic stories about sustainability, rather than expend their resources on greenwashing, Beaulieu says. 

In this episode, he chats about Reckitt’s sustainability journey and how marketing and ESG can work together to promote real action.

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Daryl Lee took on the role as global CEO of McCann Worldgroup in July 2022 with a vision to bring the network’s multidisciplinary agencies closer together. With a career path straddling both media and creative agencies, he has the background to do it. 

The ultimate goal is to put audience planning and data at the heart of what McCann does best: build enduring brands. That involved a restructuring of its leadership team to create dual roles across agencies and at the Worldgroup level to ensure key execs have “hats” in both camps. 

In this episode, Lee chats about how the network is attracting and retaining the best young creative talent, despite advertising gaining complexity and losing the “simple sexiness” of the Mad Men era. He also shares his favorite advertising moments from Super Bowl LVII.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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