Performance Marketing Unlocked

How has the approach to performance creative evolved, and what distinct strategies are emerging across different generations in this age of increasing data and automation?

In this episode of Digital Disruptors, PMW News Reporter Reem Makari speaks with Megan Tarsuslugil, Senior PR Manager at Bottled Imagination (formerly Senior Campaign Specialist at Journey Further), and Frediano Iannelli, Senior Strategy Director at PMG. Together, they delve into the contrasting perspectives on creative optimisation, exploring how different age groups are leveraging AI, short-form content, and data insights to achieve winning results.

They also reflect on the perceived differences in risk-taking and adoption of new platforms, the enduring importance of creative fundamentals, and whether a generational gap exists in understanding and executing effective performance creative. Plus, they debate the impact of data overload and share their views on what the future holds for creative excellence in performance marketing.

~ Episode breakdown ~

(0:00 – 7:53) Generational perspectives on AI in creative optimisation and the integration of brand & performance

(7:53 – 19:55) Learning across generations: balancing data, intuition, and short vs. long form content strategies

(19:55 – 38:50) The evolving role of AI in workflow, exploring new channels, and the blending of brand & performance

(38:50 – end) Outdated practices, future trends in creative optimisation, and the myth or fact game

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Last month, Google announced it is no longer planning to roll-out a ‘user-choice’ feature allowing users to opt out of being tracked by third-party cookies on Chrome. Notably, Anthony Chavez, VP Privacy Sandbox at Google, said in a blogpost that this decision comes off the back of industry feedback.

On this episode of the Performance Marketing Unlocked podcast, Jyoti Rambhai, PMW's Premium Content Editor (1:44), joins host Joe to put this news under the magnifying glass and analyse exactly what this means for the industry at large.

Together, the pair attempt to answer some key question, such as: are third-party cookies here to stay? Is first-party data still an industry priority? And does Google feat the DOJ will really force it to sell Chrome?

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:44) Google is not deprecating third-party cookies on Chrome – why?

(13:41) Is user privacy really an industry priority?

~ Further reading ~

Google reveals third-party cookies are here to stay

‘Stop thinking about what Google is going to do next’: Adland reacts to third-party cookie plans being scrapped

The future lies in first-party data: Lessons learnt from Google’s 'flip-flopping' decisions

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How has PPC and paid media evolved—and what skills do marketers need to thrive in an era of automation, AI, and emerging platforms?

In this episode, PMW’s News Reporter Reem Makari speaks with Clotilde de La Noue, Acting Head of Digital and Performance Marketing at the Financial Times; Lydia Wigley, Paid Media Strategy Director at Croud; and Tom Chandler, Founder of The Digital Lighthouse. Together, they explore the shift from manual to automated processes, the importance of cross-channel collaboration, and the growing role of machine learning in paid search.

They also reflect on the challenges of convincing senior leaders to invest in new platforms like TikTok; why traditional PPC skills like testing and rigor still matter; and how marketers can better communicate complex strategies to different stakeholders. Plus, they share predictions for the future of performance marketing and tackle some common myths about PPC and paid media.

~ Episode breakdown ~

(2:27 – 6:53) Evolution of PPC: From manual bidding to AI integration

(6:53 – 11:59) Challenges, opportunities, and the value of traditional PPC skills

(11:59 – 22:17) Cross-channel collaboration and communicating with senior leaders

(22:17 – end) Future trends, emerging platforms, and myth or fact: PPC edition

~ Further reading ~

Pay Per Click (PPC)

Performance driven paid media the most critical investment for 62% of marketers

Google or Meta? The best way to spend your paid media budget during peak

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UK digital adspend is set to surpass £30bn in 2025 and the creator economy is now worth over £18bn globally, however, brands are failing to get the most out of their influencer partnerships, according to an expert.

On this episode of the Performance Marketing Unlocked podcast, Caspar Lee, co-founder of Influencer and former YouTube mega-star (15:53), outlines the challenges facing creators today, and why brands need to do better to ensure their investments in influencer marketing pay-off. Fortunately, Caspar provides a road-map for future success.

Preceding that discussion however, host Joe is joined by PMW's News Reporter Reem Makari (2:19) to dissect the latest IPA Bellwether report, covering Q1 of 2025. Marred by resoundingly negative sentiment from those surveyed, the pair discuss the future of the UK's advertising industry and whether or not things will trend upwards in the future or continue to decline.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:19) Dissecting the latest IPA Bellwether report

(15:53) Caspar Lee talks about the inception of his influencer marketing business

(27:48) How brands and creators can foster partnerships that last

(38:28) PMW's Resell Me a Pen Challenge

~ Further reading ~

IPA Bellwether: UK adspend declines for the first time in four years

Creators and brands are misaligned on what they want partnerships to achieve

‘The traditional consumer is dead’: Industry responds to Unilever CEO’s bold influencer marketing plans

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What does a truly modern, data-led marketing strategy look like in a post-cookie, AI-powered world?

In this episode, PMW’s News Reporter Reem Makari speaks with Jodie Millward, Agency Partnerships Lead UK at Linkby, and Noelle Runo, Head of International Marketing and Communications at Making Science. Both 30 Under 30 winners talk about why some data strategies feel outdated, how brands can get more from their first-party data, and the role of AI in improving decision-making.

They also reflect on the need to test new channels, the importance of timing and placement, and how marketers can make data work with them—not against them.

New episodes of the mini series will continue to come out fortnightly alongside the main show, Performance Marketing Unlocked. Click this link to view the winners from this year’s 30 under 30 awards.

~ Episode breakdown ~

(0:00 – 6:55) Smarter strategies with first-party data

(6:55 – 15:20) Gen Z, privacy, and transparency

(15:20 – 27:45) Collaboration, innovation, and long-term thinking

(27:45 – 35:10) Trends to watch in 2025

(35:10 – end) Myth or Fact: Data Edition

~ Further reading ~

10 ways to make your first-party data work harder (Part 1)

Data Protection Day: ‘Marketers can play a crucial role in fostering consumer trust’

How to use synthetic data for enhanced ad addressability

How to maximise geolocation data

Don’t let your data haunt you: 4 privacy nightmares and how to avoid them

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Retail media is one of the fastest growing channels in adland, with industries such as finance and travel among the latest joining the party – but will the retail media bubble eventually burst?

On this episode of the Performance Marketing Unlocked podcast, Katrina Smart, VP of Digital Commerce at Mars United Commerce (15:14), uses her decade of experience in digital commerce to inform her take on the future of the channel. Katrina answers questions including 'is retail media on a collision course with socials commerce?', 'how can advertisers measure retail media outcomes accurately?', and more.

Preceding that discussion, is a catch-up with PMW's Editor Robin Langford (2:20), who is back in the studio alongside host Joe to figure out whether or not news publishers are going to see an increase or decrease in future advertising investment. The pair analyse two recent headlines with conflicting contentions and talk about the 'Trump effect' currently engulfing the news landscape. Robin also reveals the much anticipated theme of this year's PMW 100 Powerlist – with entries open now!

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:20) Should news publishers prepare for an adspend boom or bust?

(15:14) Breaking down a decade of retail media

(32:56) Can social commerce and retail media co-exist?

(41:18) PMW's Resell Me a Pen Challenge

~ Further reading ~

Google claims European news content has ‘no measurable impact’ on its ad revenue

Stagwell to increase adspend on news media by 22%

‘Marketers will need to be flexible’: What Trump’s tariff war means to the advertising industry

WPP acquires data firm InfoSum

Retail media marketers can’t ignore social commerce

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SEO is a performance channel that has changed rapidly over the years, but are the old rules still relevant in a world that is impacted by AI and social media?

In the first ever episode of Digital Disruptors, winners from this year’s 30 under 30 awards talk about the generational differences in SEO thinking, how AI impacts it, and the future of search beyond Google.

PMW’s News Reporter Reem Makari speaks to Mollie Ellerton, Head of SEO at Hookflash, and Jean Sarunporn, SEO Director at MG OMD, to discuss how their generation of marketers view search today, what strategies they see as outdated and which ones are still being used today, looking at search beyond Google, and more.

New episodes of the mini series will continue to come out fortnightly alongside the main show, Performance Marketing Unlocked. View the winners from this year’s 30 under 30 awards here.

This episode was produced by Haymarket Studio Manager, Nav Pal and hosted by PMW News Reporter, Reem Makari.

~ Episode breakdown ~

(1:19 - 4:03) Challenging Traditional SEO Mindsets

(6:56 - 11:30) Evolving Search Platforms

(16:00 - 19:15) AI in SEO

(22:38 - 30:34) First SEO Success Stories

(39:22 - 42:38) Myth or Fact SEO Game

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As affiliate marketing evolves, brands need to ensure their programmes drive true incremental value – not just discount-driven sales. But with rising costs and increasing competition for top-tier affiliates, how can marketers ensure profitability while driving long-term customer growth?

In part two of our sponsored Performance Marketing Unlocked podcast series, brought to you in partnership with Rakuten Advertising, Harry Johns, Director, Business Development – Finance, Travel and Emerging Verticals at Rakuten Advertising, joins host Joe to explore how brands can optimise commission structures, measure incrementality and use performance-based strategies to reward high-life-time-value customers – ensuring affiliate partnerships drive real business impact.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur and is sponsored by Rakuten Advertising.

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Connected TV (CTV), steaming, digital and online are some of the most commonly heard terms across adland... but what do they actually mean? According to two industry veterans, nothing.

On this episode of the Performance Marketing Unlocked podcast, Wayne Butler, Head of Media Effectiveness at Sky Media and Nigel Walley, CEO at Decipher (20:18), argue that many of the terms and phrases often thrown around in the industry today do nothing but create confusion and mislead clients – and when it comes to measurement and data, the ramifications of relying on these "buzzwords" can be detrimental to brands.

Preceding that discussion however, PMW's Premium Content Editor, Jyoti Rambhai (2:36), joins host Joe to review the many mergers and acquisitions that have enveloped agencies, adtechs, and more over the past six months. This chat sets the scene for the launch of PMW's new investigative series, '3 Tough Questions', the first edition of which is all about mega agencies and holding companies – live on the website now.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:36) Why has the mergers and acquisitions landscape gone into overdrive in 2025?

(20:18) The buzzwords hurting marketers and brands

(42:14) What can advertisers do to resolve these issues?

(52:56) PMW's Resell Me a Pen Challenge

~ Further reading ~

Shareholders vote in favour of Omnicom–IPG merger

Scope3 reimagines media buying with launch of agentic AI platform

Nearly 90% of TV ad impressions are only reaching half of households

Almost 70% of ‘parents’ targeted by ads don’t have kids

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On this special episode of the Performance Marketing Unlocked podcast, learn how to build an effective affiliate marketing strategy that can scale globally while maintaining local appeal.

Recorded live on stage at PMW Unlocked 2025 and brought to you in partnership with Rakuten Advertising, PMW's Multimedia Editor Joseph Arthur and Rakuten Advertising's Senior Vice President of Advertising, EMEA, Nick Fletcher, set the current affiliate marketing scene, break down the best strategic approach for building a network, and look to the future of the space – making some bold predictions.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur and is sponsored by Rakuten Advertising.

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