What’s been your work highlight of the year?
It’s been rewarding to see the impact that moving away from multi- or last-touch attribution has had on a number of clients.
I’ve worked on several projects this year in which we’ve replaced these outdated approaches with our award-winning Sensor™ solution. Its ability to measure online and offline KPIs across the full funnel at a granularity that produces actionable insights enables marketing teams to make better decisions.
Specifically, it has helped them to shift into tactics that drive short-term impact on KPIs and channels which weren’t visible via MTA. TikTok proved to be an effective paid social platform to reach new and different audiences for advertisers in several verticals, including retail, travel, and CPG, for example.
What key trend do you expect to be talking about with your clients in 2025?
I expect the discussion around how and when to prioritize brand and performance media to continue next year. I’m lucky to work with some of the coolest brands that have global recognition, but finding the optimal balance between media focused on brand building, new customer acquisition and retention is an ongoing challenge. This is particularly the case when competition remains fierce and new disruptors enter a category.
You used to work in media planning, buying and strategy. What’s been your biggest learning since joining Gain Theory?
Without doubt it’s the level of sophistication behind the models we use to measure the effectiveness of media and marketing more broadly.
It’s been fascinating to learn from our analytics team about the different methodologies and techniques we can use to generate actionable insights depending on the category and business goals of each individual client. This focus on providing bespoke solutions is why I really enjoy working here.
What’s the best campaign you’ve seen recently?
The promotion of Charli xcx’s brat album, which received a ton of earned media, was amazing. From the iconic green billboard in NYC and the TikTok dances to “brat summer” entering our collective jargon, it was one of the most memorable album drops in recent history and a real global cultural moment.
It’s a great example of how to be creative on a budget and using consistency to reinforce your message while also understanding your audience. I think Pantone missed an obvious opportunity by not making brat green their color of the year for 2025!
What other cultural moments have you enjoyed this year?
I’m so glad live entertainment is back following its COVID-induced hiatus. I’ve had season tickets to Broadway in Atlanta since 2021 and enjoy seeing national tours for musicals and plays. I saw Six The Musical this year and it was just as good in the US as when I saw it for the first time in the UK.
I’m also a self-confessed “Swiftie” and saw the Eras tour for the fourth time this year in Amsterdam. I think Taylor Swift is a once in a generation artist.
Looking forward, I’m really excited for the release of both parts of the Wicked movie. Like Barbie in 2023, it’s a legacy brand that’s getting a modern reboot and I’m hoping it will be just as fun to watch.
Contact Olivia to discuss any of the issues raised in the Q&A.