The Media Source

After ten years at Dentsu, Giulia De Rosi now runs global media for Pomellato. She explains what agency life teaches you, how to coordinate markets across cultures, and why luxury is "the long tail of AI."

Recorded at Cannes Lions 2026 with Jean-Daniel Germain, VP Marketing at Camphouse.

What does it take to run global media for a luxury brand? Giulia De Rosi is Global Media Manager at Pomellato, the Milanese fine jewellery house. Before moving client-side she spent a decade at Dentsu, including on the Kering account. Her view: agency experience gives you the full channel overview and the data fluency that brand teams often lack — and global coordination starts with understanding each market's culture before enforcing guidelines.

In this episode:

• Why working at a media agency is "like school" for a brand-side media role
• Being the data-centric voice in a brand where PR and creative traditionally lead
• Educating internal teams on how media channels actually work
• Coordinating the Americas and Asia: different cultures, channels and consumer journeys
• Giving local markets more freedom, testing, and accepting mistakes
• Why global media reporting is still hard when every market — and China's KPIs — report differently
• How a brand-side media lead stays curious when nobody brings you the news
• AI, the changing display journey, and why luxury has to move fast
• Adapting luxury creative to Meta's AI-driven targeting — and testing on one small campaign first
• Niche vs. broad reach for a brand that is "not Cartier, not Bulgari"
• Cannes as the one place the global media community meets

Chapters00:00 Welcome to the Carpool00:08 Who Giulia is — Milan, Pomellato, ten years at Dentsu00:43 What agency experience carries to the advertiser side01:58 A data-centric role inside a PR-led brand02:27 Educating brand colleagues on media03:04 Coordinating the Americas and Asia03:30 Culture before guidelines04:18 Building local nuance into a global plan05:12 Data and media operations: still a challenge06:02 Staying curious on the brand side06:58 Monthly visits to the agency07:20 AI and the changing display journey08:20 Is luxury lagging on AI?08:58 Adapting creative for Meta's AI09:49 Cannes and the global media community11:17 Niche or big? Luxury's reach dilemma12:21 Paris exhibition, and who decides12:46 What she's doing at Cannes

About the seriesCamphouse Carpool is a short-form interview series featuring the people running media at the world's biggest advertisers and agencies. Camphouse is the intelligent media operations platform that gives modern media teams a single source of truth for plans, budgets and results.

Lucie Guillerminet came to marketing through media — and says you can tell. The (ex) VP of Marketing for Match Group's Match/Meetic division on what media fluency changes, and why moving into tech didn't solve the long-term brand problem.

Recorded at Cannes Lions 2026 with Jean-Daniel Germain, VP Marketing at Camphouse.

What does a media background change about how you do marketing? Lucie Guillerminet led marketing for the Match/Meetic division at Match Group, after a career that went from agencies to media at (ex)Dentsu, then (ex)AB InBev, then tech. Her answer: media-native marketers think about reach, amplification and measurement while the message is still being written — not after the creative is signed off.

In this episode:

• Why colleagues can spot a marketer who came from media, and what that changes about strategy
• The trade-off between creative ambition and the media plan, and why it's a budget question before it's a creative one
• What you invest in production, creativity and strategy vs. what's left for amplification
• Why aligning teams and partners is "deep work, a real job"
• Working across a brand portfolio and multiple markets: why more data only helps once every plan is comparable
• Why "we delivered 12 million impressions" isn't an insight, and over- or under-delivery versus plan is
• Moving from delivery to impact, and what a measurement framework has to cover
• The pull between immediate business results and the fact that building brands takes time
• What AB InBev understood about long-term brand value, and what tech looked like on arrival
• Why Match Group looks at immediate revenue contribution more than ROI
• What she's hunting for at Cannes: real AI use cases from people who've actually tested them

Chapters
00:00 Welcome — a new season, a Pontiac, a scorching sun
00:28 What Lucie does — (ex)VP Marketing, Match/Meetic division
00:52 Why come to Cannes, and what to take from it
01:27 Two bridges: agency to advertiser, media to marketing
01:44 What media-native marketers do differently
02:43 Creative ambition vs. the media plan
03:19 The budget balance: production vs. amplification
03:36 Getting teams and partners on board
04:29 Data across a brand portfolio and multiple markets
05:07 Delivery vs. plan as a real insight
05:30 From delivery to impact: measurement frameworks
06:00 Immediate results vs. the time brands take
06:37 The Les Binet / IPA finding: budget beats ROI
06:58 How hard is marketing chased on ROI internally?
07:16 (ex)AB InBev and the long-term value of brands
08:04 Moving to tech, and what trackability really looked like
08:44 Immediate revenue over ROI
09:14 What she's looking for at Cannes

About the series
Camphouse Carpool is a short-form interview series featuring the people running media at the world's biggest advertisers and agencies. Camphouse is the intelligent media operations platform that gives modern media teams a single source of truth for plans, budgets and results.

SAS has bought its own media in-house for 50 years. Mibbie Plouvier, Head of Global Programmatic Strategy at SAS, explains what that actually buys you — and what it costs.

Recorded at Cannes Lions 2026 with Jean-Daniel Germain, VP Marketing at Camphouse.

What is in-house programmatic, and why does SAS run it? SAS Institute, the analytics software company celebrating its 50th year, has never outsourced its media buying. Founder-led conviction — the people who work for the company care most about its advertising — turned into a team of eight running programmatic strategy and buying across roughly nine markets, with creative in-house too.

In this episode:

• Why SAS upskilled non-specialists into programmatic instead of hiring experts, and how "fresh eyes" led to more testing and more betas
• The internal rule book that keeps campaign setup consistent across the team, so the brand looks unified rather than fragmented
• How SAS scales globally: a handful of global partners for reach, plus country-by-country partners for specific markets and publications
• Why B2B measurement has to look beyond the click — and why three to five seconds on site is worth nothing when you sell enterprise software
• The honest state of attention measurement: "we're getting there"
• How SAS built a custom, tiered attribution model on site actions that assigns percentage credit across LinkedIn and programmatic, instead of last touch
• Where AI genuinely helps measurement — speed of reporting — and where in-house data scientists still do the hard part
• Synthetic panels and agent-based research: cheaper rich data, and the human judgment it can't replace
• The case against endless creative variants: if you have a beautiful ad, run it, and let people get tired of it

Everyone's talking about AI, but is the bigger shift happening on your living-room TV?

In this episode of Media Fika, Camphouse's Michael Smith talks with Dan Redfern, Global Head of Proprietary Solutions for Mindshare's global clients and a 15-year WPP veteran, to explore the trends changing media.

They discuss YouTube's steady rise to dominate the living room, now clearly ahead of other streaming platforms, the growing conversation around proprietary media, and why the industry is starting to embrace modular, interoperable ways of working.

Recorded over cinnamon buns at Advertising Week Europe, this is an open conversation about control, collaboration, and building a healthier, more trusted media ecosystem.In this episode:

• Why YouTube, not just AI, may be the biggest shift in media, capturing "lean-back" moments in the US and Europe
• What proprietary media really means, and why clients are now engaging with it in more sophisticated ways
• Interoperability and the shift from walled gardens to modular solutions
• Why friction in media is caused by people, not technology, and how agencies succeed by orchestrating rather than owning everything
• What great collaboration looks like: having everyone involved and keeping a continuous feedback loop
• How AI can boost creativity, why it's time to rethink entry-level jobs, and ways to rebuild trust in advertising

Guest: Dan Redfern, Global Head of Proprietary Solutions, Mindshare (WPP)
Host: Michael Smith, Senior Director, Global Agency Strategy, Camphouse

Media used to be messy in the middle. Now it's messy all the way around. In this Advertising Week keynote, JD from Camphouse traces media's journey from a single cave-painting channel to the 375,000 assets an enterprise brand now needs for one product — and argues that the industry's instinct to simplify complexity is exactly what's holding it back.

His case: every time you simplify, you move further from your consumer. The smarter path is to embrace complexity, treat it as a data source, and turn it into better, faster media decisions.

In this episode:

• Why media got exponentially complex — more channels, more audiences, more assets, more tech
• Why audiences (and their niches) are more complex than ever — from ultra-runners to gravel running
• Why simplification frameworks keep failing: the funnel, channel sufficiency, and the "attention" meta-metric
• Complexity as a data source: unifying planned vs. actual data through end-to-end taxonomy
• How anecdotes become insights become ROI — and why allocation beats channel optimisation
• Why staying granular at enterprise scale means coding it — and how that unlocks AI that leverages complexity instead of hiding it

Speaker: JD, Marketing, Camphouse
Recorded live at Advertising Week

Camphouse is the intelligent media operations platform giving modern media teams a single source of truth for their plans, budgets, and results.

Interoperability is a major topic in media right now, and in this episode of Media Fika, Camphouse's Michael Smith talks with advertising veteran Darren Thompson to explore why. With 25 years of experience and a new perspective from the sales side, Darren explains why it's time to move beyond walled gardens, focus on the metrics that really count, and see that the main barrier to connected media is not technology but people. This episode was recorded over cinnamon buns at Advertising Week Europe. It features an honest conversation about partnership, collaboration, and how to create a simpler, more open media ecosystem. In this episode:

• Why older metrics like CTR and viewability are becoming less important, and why attention, engagement, and ROAS matter more
• Interoperability explained: how using a common language can replace the need to juggle more than 15 vendors
• The shift from walled gardens to opportunities on the open web
• Why the challenges in media are about people, not technology, and what it really takes for vendors to work together
• What great collaboration looks like: having access, being open, and knowing who is actually involved
• Supporting junior and diverse talent, with a special mention for Lisa Goodchild and Digilearning
• The future shaped by AI and why simplifying things matters

Guest: Darren Thompson, VP of Sales
Host: Michael Smith, Senior Director, Global Agency Strategy, Camphouse, Media Fika is brought to you by Camphouse, the intelligent media operations platform that gives modern media teams a single source of truth for their plans, budgets, and results.