From your perspective at Mars Petcare, what do you see as the biggest opportunity for brands in digital or programmatic marketing over the next 12 months, and why?

Over the next 12 months, the biggest opportunities in digital and programmatic marketing aren’t about new channels as much as new ways of operating: higher-quality media, smarter use of data, and AI-driven execution layered with human differentiation, especially when it comes to content & digital asset transcreations and translations. AI is becoming the core engine of programmatic - handling bidding, targeting, and budget allocation autonomously. And platforms are moving toward fully automated campaign creation. Therefore, AI is table stakes but human insight plus brand storytelling is the differentiator.

What aspects of Programmatic Pioneers Summit would be most valuable for you in your role at Mars Petcare?

I am very much looking forward to participating in the Fireside Chat about supply diversification strategy when it comes to programmatic pipelines. How are other advertising players dealing with the challenge of emerging formats, the desire of getting measurable outcomes and integration AI in a meaningful and brand-safe way.

What has been one of the most impactful marketing or digital initiatives you or your team at Mars Petcare have delivered in the past year, and what made it successful?

At Mars Pectare, across Europe we have significantly shifted our digital marketing efforts towards influencers/ creators’ content on social media over the past 18 months. We developed a clear influencer brand portfolio strategy across our key European markets, resulting in strong & measurable brand as well as business outcomes. Focusing on authentic and relatable influencers for our pet parents has been one of the key success factors.

Which marketing or advertising technologies are you currently most interested in exploring, and how do you see them shaping Mars Petcare’s approach to engaging pet owners?

There are a lot of different technologies & trends we are currently exploring and testing – from Gen AI for creative & execution, GEO, AI-powered programmatic buying, to CTV & streaming ad tech, as well as SPO and omnichannel orchestration. Media consumption behaviour is constantly changing. All these technologies will enable us at Mars Petcare to stay relevant for our pet parents across Europe.