Artificial intelligence is reshaping marketing at every level, from audience targeting and personalization to budgeting, forecasting, and creative optimization. Yet for many enterprises, AI progress is constrained by a stubborn underlying problem: fragmented, unreliable, and inflexible data infrastructure.

While AI-powered tools continue to proliferate, most organizations still rely on legacy marketing measurement systems that were never designed for real-time decisioning, generative models, or autonomous agents. Data is siloed across channels, vendors, and teams, making it difficult to govern, unify, or activate intelligence at scale.

Marketing Evolution, long recognized as a pioneer in marketing analytics, is positioning itself at the center of this transformation. The company has announced new funding led by Insight Partners, a global software investor and existing backer. The investment is focused on accelerating product innovation and go-to-market expansion for Marketing Evolution’s AI-ready data infrastructure, purpose-built to unify, govern, and activate enterprise marketing data across AI-driven and agentic systems.

This milestone marks a strategic shift: from analytics provider to foundational data infrastructure platform designed for the next generation of marketing intelligence.

From Analytics Leader to AI-Ready Infrastructure Provider

Founded in 2000, Marketing Evolution built its reputation by helping brands measure and improve marketing ROI through advanced data science. Over time, it became clear that measurement alone was no longer sufficient for enterprises navigating increasingly complex and automated marketing ecosystems.

Customers needed:

• Unified data across channels and platforms

• Reliable, governed inputs for AI systems

• Faster insights and continuous learning

• Explainable intelligence, not black-box outputs

• Infrastructure that could support agentic decision-making

In response, Marketing Evolution began evolving its platform beyond analytics into a domain-specific, AI-ready data infrastructure for marketing.

This latest round of funding accelerates that transformation.

Why Marketing’s AI Transformation Depends on Data Infrastructure

AI adoption in marketing is often framed as a tooling problem. In reality, it is a data architecture problem.

Without adaptable and trustworthy data infrastructure:

• AI models produce inconsistent or biased results

• Automation is limited to narrow use cases

• Insights cannot be operationalized in real time

• Marketing systems fail to learn and improve continuously

Marketing Evolution is addressing what it describes as the most critical barrier in marketing’s AI transformation: building infrastructure that can reliably operationalize AI across the marketing ecosystem.

Rather than focusing solely on performance dashboards or attribution models, the company is building the data backbone and connective tissue required for an always-on, learning-based marketing system.

Insight Partners’ Strategic Support and Board Expansion

The funding round is led by Insight Partners, reinforcing long-standing confidence in Marketing Evolution’s direction.

As part of the investment:

• Rajiv Gihwala, Principal at Insight Partners, joins the Board of Directors

• He will serve alongside George Mathew, Managing Director at Insight Partners and an AI-focused leader

The board also includes experienced industry leaders such as:

• Andy Frawley, CEO of Data Axle and former CEO of Epsilon

• Lindsay Luger, Founding Partner at EIP

• Brett Marchand, CEO of Plus Company

This composition reflects the company’s positioning at the intersection of data, AI, and enterprise marketing transformation.

The Shift From Legacy Measurement to an Agentic Future

Traditional measurement systems were built for retrospective analysis. They explain what happened, but not what to do next, and they rarely improve themselves over time.

Marketing Evolution’s current strategy is designed for a different future:

• AI-driven decision-making

• Predictive and generative intelligence

• Autonomous and semi-autonomous agents

• Continuous learning from outcomes and feedback

This shift requires infrastructure that can ingest, unify, augment, and govern data at scale, while remaining flexible enough to support evolving AI use cases.

Mevo: The Decision-Ready Intelligence Layer for Marketing

At the center of Marketing Evolution’s offering is Mevo, its domain-specific analytics and intelligence platform. Mevo is not just a reporting tool—it functions as a decision-ready intelligence layer for modern marketing organizations.

Core Characteristics of Mevo

• Built on a marketing-specific data model (ontology)

• Designed to unify fragmented data across the enterprise

• Continuously reconstructs customer and media journeys

• Delivers explainable intelligence in real time

• Supports predictive and generative AI use cases

Mevo represents the operational expression of Marketing Evolution’s AI-ready infrastructure vision.

How Mevo Transforms Marketing Data Into Action

Mevo enables marketing organizations to move from fragmented inputs to unified intelligence through three core capabilities.

Unified Data Structure

Mevo delivers:

• A standardized data structure across sources and channels

• Alignment between audiences, tactics, outcomes, and spend

• Consistent definitions across teams and systems

• Trustworthy inputs for analytics and AI models

This unified structure reduces the friction that typically prevents enterprise-scale AI adoption.

Continuous Learning and Intelligence Compounding

Unlike static analytics systems, Mevo is designed to learn continuously.

Key learning capabilities include:

• Reconstructing journeys across complex touchpoints

• Generating synthetic data to fill gaps and improve models

• Feeding predictive and generative AI systems

• Improving accuracy as new outcomes are observed

This approach enables intelligence to compound over time, rather than reset with each analysis cycle.

Real-Time Decisioning and Interaction

Mevo introduces conversational access to intelligence, enabling:

• Simulation of scenarios before decisions are made

• Forecasting of outcomes across channels and budgets

• Real-time recommendations based on live data

• Faster alignment between insights and execution

This moves marketing intelligence closer to operational decision-making rather than post-hoc analysis.

Proven ROI Impact From Marketing Evolution’s Foundation

Marketing Evolution’s infrastructure is not theoretical. It is already delivering measurable benefits to customers.

Organizations using its analytics suite have reported:

• An average 35% increase in marketing ROI

• Improved confidence in data-driven decisions

• Faster insights across fragmented environments

• Stronger alignment between spend and outcomes

These results demonstrate the tangible value of building intelligence on a strong data foundation.

What’s Coming Next: The 2026 Enterprise Data Platform

In Q1 2026, Marketing Evolution plans to launch a next-generation enterprise data platform designed to extend its infrastructure vision further.

Platform Goals

The upcoming platform aims to help brands:

• Unify AI-ready marketing data across their ecosystems

• Govern and control intelligence at the enterprise level

• Activate insights across AI-driven and agentic systems

• Own and compound the value of their data assets

This launch represents the next phase of the company’s evolution from analytics provider to infrastructure leader.

MarTech Implications: Infrastructure as Competitive Advantage

Marketing Evolution’s announcement reflects a broader MarTech trend: competitive advantage is shifting from tools to infrastructure.

Key implications for MarTech leaders include:

• AI success depends more on data readiness than algorithms

• Domain-specific ontologies outperform generic data models

• Continuous learning systems outperform static dashboards

• Enterprises must own and govern their intelligence

• Agentic systems require reliable, explainable data inputs

As marketing becomes increasingly autonomous, infrastructure will define which organizations can scale AI responsibly and effectively.

Executive Perspective on a Generational Platform Shift

Industry leaders see this moment as part of a larger platform transition driven by AI-native companies.

Core themes emphasized include:

• AI is redefining how industries operate, not just tools

• Foundational data platforms will outlast point solutions

• Marketing analytics is evolving into intelligence systems

• Long-term value lies in adaptable infrastructure, not features

Marketing Evolution’s strategy aligns directly with this generational shift.

Conclusion: Building the Intelligence Backbone for Modern Marketing

Marketing Evolution’s latest funding round signals a clear strategic ambition: to become foundational infrastructure for the AI-driven future of marketing.

By moving beyond legacy measurement and investing in AI-ready data infrastructure, the company is addressing the core challenge that blocks meaningful AI adoption across enterprises. With Mevo as its intelligence layer and a next-generation data platform on the horizon, Marketing Evolution is positioning itself to help brands build adaptive marketing systems that learn, explain, and optimize continuously.

As AI transforms marketing from analysis to autonomy, the organizations that succeed will be those that own their data, govern their intelligence, and invest in infrastructure designed for the future. Marketing Evolution is betting that this is where the next era of MarTech leadership will be defined.

Get in touch with our MarTech Experts.

The marketing technology industry is at a turning point. After decades of platform sprawl, fragmented tools, and increasing complexity, marketing and customer engagement teams are demanding something fundamentally different. Insider One’s rebrand from Insider signals more than a name change—it marks a strategic declaration that the MarTech status quo is no longer sustainable.

As organizations struggle with bloated tech stacks, rising total cost of ownership, and diminishing returns on innovation, Insider One is positioning itself at the center of what it calls The Great Reset in MarTech. The company’s renewed mission is clear: bring everything marketing and customer engagement teams need into one unified, intelligent platform—so teams can focus less on managing tools and more on creating meaningful customer connections at scale.

This shift reflects a wider industry reckoning. Traditional MarTech promised acceleration but often delivered friction. Insider One’s rebrand is a challenge to that model and a roadmap toward a new category where AI sits above MarTech, reshaping customer engagement into what the company defines as AITech.

The Great Reset in MarTech: Why the Industry Reached a Breaking Point

Insider One’s rebrand is rooted in a direct critique of how MarTech evolved—and where it went wrong.

How MarTech Lost Its Way

Over the past two decades, marketing technology expanded rapidly but unevenly:

• Vendors positioned themselves as “missing pieces” rather than cohesive solutions

• Platforms added features without removing complexity

• Integration challenges became the norm rather than the exception

• Teams were forced to rebuild their stacks every 2–3 years

Instead of enabling growth, MarTech often became a blocker.

The Cost of Digital Pollution

Insider One defines this overload as digital pollution—a state where:

• Marketing teams feel overworked and overwhelmed

• Tool management consumes more time than customer engagement

• Innovation slows under the weight of operational complexity

• Teams settle for partial solutions out of necessity

This cycle has led to widespread dissatisfaction, with marketing leaders recognizing that incremental fixes are no longer enough.

A New Path Forward

Insider One argues that the future of customer engagement is not about adapting to broken systems but replacing them altogether. The Great Reset represents a move toward:

• Fewer platforms, but deeper capabilities

• AI-native systems instead of AI add-ons

• Technology that accelerates human creativity rather than replacing it

This reset forms the foundation of Insider One’s new identity and product vision.

Insider One’s Vision: Everything Marketing Teams Need, In One Place

At the heart of Insider One’s rebrand is a commitment to delivering the ultimate vendor experience—a unified platform that removes friction instead of adding it.

What Insider One Stands For

The Insider One platform is designed around a simple but ambitious promise:

• Everything teams need to engage customers across channels

• Nothing redundant or unnecessary

• A single system that scales with business complexity

This vision reframes how brands think about customer engagement—not as a collection of disconnected tools, but as a continuous, intelligent journey.

The Three Core Promises That Define Insider One

Insider One’s new identity is anchored in three strategic promises that define how it serves modern marketing and customer engagement teams.

Be First: Leading the Shift from MarTech to AITech

Insider One positions itself as a first mover in the transition from MarTech to AITech.

Why AI No Longer Belongs Inside MarTech

According to Insider One:

• AI is no longer just a feature embedded in tools

• It now operates above the tech stack, orchestrating it

• Human intelligence and artificial intelligence must work together

This marks a fundamental reset in how customer engagement platforms are designed and deployed.

What Being “First” Means in Practice

Insider One commits to:

• A unified, AI-powered customer engagement platform

• Continuous innovation driven by an ambitious product and AI roadmap

• Omnichannel engagement at scale without added complexity

For customers, the benefit is clear:

• Brands react to change while Insider One users shape it

• Engagement strategies evolve faster than competitors

• Innovation becomes proactive rather than reactive

Building on more than a decade of AI leadership, Insider One aims to redefine what modern customer engagement can achieve.

Be Focused: Eliminating Friction So Teams Can Execute

Technology should enable focus, not divert it. Insider One’s second promise targets one of marketing’s biggest pain points: operational drag.

The Insider One Advantage™

The Insider One Advantage™ is a customer-obsessed operating model refined over more than a decade. It spans:

• 30+ global markets

• 15 industries

• 2,000+ enterprise customers

This experience informs how Insider One designs, deploys, and supports its platform.

What “Be Focused” Delivers

Insider One helps brands:

• Migrate from legacy systems with white-glove support

• Onboard rapidly without operational disruption

• Reduce tech-stack complexity and total cost of ownership

• Accelerate time to value

By removing fear, cost, and complexity, Insider One enables teams to focus on what matters most: building lasting customer relationships and driving growth.

Be Progressive: Powering Growth Through Community

Beyond technology, Insider One emphasizes the power of shared learning and collective intelligence.

The Growth Makers™ Club

The Growth Makers™ Club is a global community of:

• Marketing leaders

• Innovators and strategists

• Industry disruptors

This community exists to:

• Share proven strategies

• Accelerate learning across markets

• Multiply impact through collaboration

Why Community Matters

Insider One believes that progress accelerates when:

• Organizations learn from real-world outcomes

• Best practices are shared, not siloed

• Networks compound value over time

For customers, this means access not just to a platform—but to a living ecosystem of expertise.

What’s Next: Scaling Through M&A and Global Expansion

Under its new identity, Insider One plans to accelerate growth across multiple fronts.

Strategic Expansion Priorities

Insider One will focus on:

• Acquiring best-in-class product companies

• Integrating breakthrough technologies into its platform

• Expanding its global footprint

Today, Insider One already operates at significant scale:

• 1,500+ team members

• 50+ nationalities

• 30+ offices across six continents

This foundation positions the company for aggressive expansion in both capability and market reach.

From MarTech Leader to AITech Pioneer

Insider One’s leadership points to its first decade as proof of its ability to anticipate and lead industry shifts.

A Decade of Transformation

Over the years, the company:

• Navigated the shift from mobile-first to AI-driven engagement

• Earned recognition from analysts and customers alike

• Built trust with over 2,000 global brands

The Next Decade

Looking ahead, Insider One aims to:

• Lead the industry’s shift from MarTech to AITech

• Deliver not just great technology, but a superior vendor experience

• Empower teams to operate at peak potential

The company’s message is clear: marketing teams deserve more than fragmented tools—they deserve systems that learn, explain, and scale with them.

Conclusion: A New Standard for Customer Engagement

Insider One’s rebrand represents a decisive statement about the future of marketing technology. As AI reshapes how brands engage with customers, the industry is moving beyond point solutions toward unified, intelligent platforms.

The Great Reset in MarTech is not about incremental improvement—it is about replacing friction with focus, complexity with clarity, and tools with true systems of intelligence. By positioning itself at the intersection of AI, customer engagement, and operational simplicity, Insider One is setting a new standard for what marketing technology can and should deliver.

As MarTech gives way to AITech, Insider One is betting that the brands who thrive will be those who embrace fewer platforms, deeper intelligence, and experiences designed for humans first.

Get in touch with our MarTech Experts.

EPAM Systems, Inc. (NYSE: EPAM) has taken a significant step in advancing enterprise AI adoption with the launch of multiple production-ready AI agents on Google Cloud Marketplace. Known for its deep expertise in digital, cloud, and AI transformation, EPAM is leveraging an engineering-first approach to deliver secure, compliant, and scalable AI solutions designed for real-world enterprise environments.

This launch strengthens EPAM’s strategic collaboration with Google Cloud and underscores its growing role in shaping the future of Gemini Enterprise. By making these AI agents readily available through Google Cloud Marketplace, EPAM enables organizations to deploy trusted AI solutions faster, reduce operational complexity, and maximize the value of their cloud investments.

The move reflects a broader industry shift toward agent-based AI systems that can automate workflows, optimize data usage, and deliver measurable business outcomes across regulated and complex enterprise settings.

Deepening EPAM’s Strategic Collaboration With Google Cloud

The availability of EPAM’s AI agents on Google Cloud Marketplace represents a milestone in the company’s 360-degree partnership with Google Cloud.

A Multi-Dimensional Collaboration

EPAM’s relationship with Google Cloud spans:

• Advanced engineering and cloud-native architecture

• AI solution design and deployment

• Joint go-to-market strategies for enterprise customers

This expansion builds on years of collaboration and signals EPAM’s growing influence as an enterprise AI delivery partner within the Google Cloud ecosystem.

Aligning With Gemini Enterprise

Support for Gemini Enterprise ensures EPAM’s AI agents are:

• Built on interoperable, enterprise-grade AI foundations

• Secure by design and compliant with industry standards

• Scalable across diverse enterprise workloads

By contributing its domain expertise, EPAM has helped customers adopt Gemini Enterprise as part of robust, production-ready AI workflows.

Production-Ready AI Agents Designed for Enterprise Impact

EPAM’s newly launched AI agents are engineered to address some of the most pressing challenges enterprises face today—from regulatory compliance to data optimization and operational inefficiency.

Core Design Principles

Across the portfolio, EPAM emphasizes:

• Enterprise-grade security and compliance

• Production readiness, not experimental prototypes

• Rapid deployment through Google Cloud Marketplace

• Tangible ROI through automation and performance optimization

This approach enables organizations to go beyond pilots and move directly into scaled AI execution.

Overview of EPAM’s AI Agent Portfolio

The initial release includes seven high-impact AI agents, each tailored for specific industry and functional use cases.

Agentic Know Your Customer (KYC)

Designed for financial services institutions, this agent delivers end-to-end automation of KYC processes.

Key capabilities include:

• Automated data aggregation from multiple sources

• Screening and validation of customer information

• AI-driven risk assessment and compliance checks

• Reduced manual effort and faster onboarding cycles

This solution helps financial institutions improve compliance while reducing operational cost and friction.

Streamlined Document Authoring for Clinical Trials

This agent focuses on accelerating document-heavy workflows in life sciences.

Key benefits include:

• Automated creation of complex clinical trial documentation

• Improved consistency and regulatory readiness

• Faster time-to-market for research and development initiatives

By streamlining documentation, organizations can reallocate resources toward innovation rather than administrative overhead.

AI for Drug Discovery (Cloud Pipeline)

Built for research-intensive environments, this agent orchestrates advanced workflows across life sciences data sets.

Capabilities include:

• Workflow orchestration for genomics and multiomics data

• Integration of cheminformatics pipelines

• Faster hypothesis testing and drug discovery cycles

This approach enables pharmaceutical and biotech organizations to shorten discovery timelines through AI-driven automation.

Agentic AI Query Optimization

This agent targets inefficiencies in data analytics and cloud spend.

Core features include:

• Automated analysis of complex SQL queries

• Optimization and refactoring for performance improvements

• Reduced query execution time and infrastructure costs

By improving query efficiency, enterprises can optimize analytics workflows while controlling cloud expenses.

Retail Media Orchestration Toolkit

Designed for modern retail and media environments, this toolkit enables advanced cross-platform coordination.

Primary functions include:

• Unified management of media and data across platforms

• Enhanced targeting and performance measurement

• Improved efficiency in retail media execution

This solution supports data-driven marketing and monetization strategies across retail ecosystems.

Video Processing Suite

As video data volumes surge, this agent transforms unstructured content into usable intelligence.

Key capabilities include:

• Processing and indexing large video libraries

• Making video assets searchable and actionable

• Unlocking new value from existing media content

This agent helps organizations extract insights from video at scale, supporting analytics, training, and content discovery.

Talk to Your Data

This agent democratizes data access through natural language interaction.

Benefits include:

• AI-powered data analysis without technical queries

• Natural language questions and conversational insights

• Faster decision-making across business teams

By lowering the barrier to data exploration, enterprises can enable broader, real-time access to insights.

Enterprise Foundations: Security, Compliance, and Interoperability

A defining element of EPAM’s AI agents is their enterprise readiness.

Built for Trust and Scale

EPAM ensured that its AI agents are:

• Secure and compliant with enterprise requirements

• Interoperable across varied IT environments

• Designed for long-term scalability

The company has also collaborated closely with Google Cloud on key initiatives such as:

• The Agent-to-Agent (A2A) protocol

• The Agent Developer Kit (ADK)

These efforts ensure that EPAM’s AI agents can operate reliably across different enterprise systems and use cases.

Accelerating AI Adoption Through Google Cloud Marketplace

Launching these agents on Google Cloud Marketplace simplifies how enterprises adopt AI.

Key advantages include:

• Faster procurement and deployment

• Centralized management within the Google Cloud ecosystem

• Trusted global infrastructure for scaling AI initiatives

For enterprises navigating digital transformation, this approach reduces friction and accelerates time to value.

Conclusion: A Practical Path to Enterprise AI at Scale

EPAM’s launch of enterprise-grade AI agents on Google Cloud Marketplace reflects a broader evolution in how AI is designed, deployed, and scaled across industries. Rather than experimental tools, these agents are built to solve real business problems—securely, compliantly, and at production scale.

By combining advanced engineering expertise with Google Cloud’s trusted infrastructure and Gemini Enterprise capabilities, EPAM is positioning itself as a key enabler of agent-based AI adoption. From financial services and life sciences to retail, media, and data analytics, the new AI agents offer enterprises a practical pathway to operationalizing AI while maximizing cloud investments.

As organizations move toward autonomous, AI-driven workflows, EPAM’s collaboration with Google Cloud signals how enterprise AI is transitioning from vision to execution.

Get in touch with our MarTech Experts.

IFS, a global leader in Industrial AI software, has announced that Dixstone has selected IFS Cloud to modernize and unify its operations across ten countries and a workforce of more than 2,200 professionals. The decision marks a major milestone in Dixstone’s digital transformation journey, reinforcing its commitment to operational excellence, safety leadership, and long-term sustainability across the offshore oil and gas value chain.

As offshore energy services become increasingly complex, organizations like Dixstone require digital platforms that can scale globally, integrate deeply across projects and assets, and provide real-time intelligence. By adopting IFS Cloud, Dixstone positions itself to leverage Industrial AI to manage high-risk, asset-intensive operations while supporting innovation in areas such as carbon capture, offshore construction, and decommissioning.

This move demonstrates how Industrial AI and unified enterprise platforms are becoming strategic enablers—not just operational tools—for energy and infrastructure-focused organizations navigating transformation at scale.

Dixstone’s Role in the Offshore Energy Ecosystem

Dixstone was created to consolidate Perenco’s offshore services capabilities into a single, integrated organization capable of delivering end-to-end offshore solutions.

A Broad Offshore Services Portfolio

Dixstone provides fully integrated services across:

• Offshore construction and installation

• Drilling and oilfield services

• Workover operations

• Marine services

• Offshore decommissioning

This breadth positions Dixstone as a critical partner across the offshore energy lifecycle, from exploration and production to end-of-life asset management.

Driving Innovation in Offshore Energy

Dixstone is already recognized for breakthrough initiatives, including:

• The United Kingdom’s first CO2 injection test for Carbon Capture and Storage (CCS)

• The Obana decommissioning platform, the world’s largest self-elevating heavy-lift jack-up vessel of its type

These projects highlight the company’s need for a digital backbone capable of supporting innovation, compliance, and safety at an unprecedented scale.

Why Dixstone Chose IFS Cloud

As Dixstone continues to scale operations across geographies and offshore environments, legacy systems were no longer sufficient to support its ambitions.

Key Drivers Behind the Decision

The selection of IFS Cloud was driven by:

• Deep industry-specific functionality for energy and asset-intensive operations

• Modular architecture supporting rapid scaling and adaptation

• Unified platform capabilities across projects, assets, and finance

• Built-in Industrial AI to enhance decision-making and predictability

These attributes align with Dixstone’s need to manage complex, multi-site operations without introducing fragmentation or operational silos.

Unifying Global Operations Across Ten Countries

Operating across multiple countries introduces significant complexity in governance, compliance, financial oversight, and execution.

A Single Source of Operational Truth

With IFS Cloud, Dixstone can:

• Standardize processes across regions and business units

• Maintain consistent operational visibility across global projects

• Improve collaboration between onshore and offshore teams

This unification is particularly critical in offshore energy, where delays, budget overruns, or safety incidents can have substantial operational and environmental consequences.

Strengthening Project Financial Control and Governance

One of the most significant benefits Dixstone will gain from IFS Cloud is enhanced project financial control across its diverse offshore portfolio.

Real-Time Project Oversight

IFS Cloud enables:

• Live tracking of project budgets and costs

• Real-time monitoring of timelines and milestones

• Accurate forecasting and resource allocation

This level of transparency allows Dixstone to ensure that complex offshore projects are delivered:

• On schedule

• Within budget

• In alignment with stringent safety and quality standards

For large-scale offshore conversions, marine operations, and decommissioning programs, such control is essential to minimizing risk and maximizing margin.

Enabling Predictive Asset Operations and Maintenance

In asset-heavy industries, maintenance efficiency directly impacts safety, uptime, and profitability.

Managing a Global Fleet With Confidence

Dixstone operates a global fleet of:

• Offshore rigs

• Specialized marine vessels

• Platforms and heavy-lift assets

IFS Cloud provides a unified framework to manage these assets across their full lifecycle.

Leveraging Predictive Maintenance With Industrial AI

Using centralized asset data and AI-driven insights, Dixstone can:

• Predict equipment failures before they occur

• Schedule maintenance proactively

• Extend asset lifespan

• Reduce unplanned downtime

This proactive approach enhances operational reliability while supporting safety-first offshore operations.

Supporting Safety and Sustainability Objectives

Safety and sustainability are not optional in offshore energy—they are foundational requirements.

Enhancing Safety Through Visibility and Intelligence

IFS Cloud supports safety goals by:

• Providing real-time operational insights

• Reducing reliance on manual processes

• Improving compliance monitoring across projects and assets

By minimizing blind spots, Dixstone can better protect its workforce and offshore environments.

Advancing Sustainable Offshore Operations

Digital integration across the E&P value chain enables Dixstone to:

• Reduce environmental impact across offshore projects

• Optimize resource usage

• Support low-carbon initiatives such as CCS and decommissioning

This aligns technology investment directly with sustainability outcomes.

Executive Perspectives on the IFS Cloud Partnership

Leadership from both organizations emphasized the strategic importance of the deployment.

Dixstone’s View

Jean-Christophe Le Gal, General Manager at Dixstone, highlighted the platform’s role beyond IT modernization:

• IFS Cloud delivers agility across global operations

• The platform supports sustainability alongside growth

• It acts as a long-term strategic enabler

This signals a shift from technology as infrastructure to technology as a driver of competitive advantage.

IFS’ Perspective

Simon Niesler, Chief Revenue Officer at IFS, emphasized how Dixstone’s decision reflects broader industry priorities:

• Unified project control is essential for complex global operations

• Integrated asset management drives safety and efficiency

• Predictive maintenance sets new standards for operational excellence

The partnership showcases how Industrial AI can be operationalized at scale within the offshore energy sector.

Aligning Digital Transformation With Long-Term Strategy

The IFS Cloud implementation supports Dixstone’s long-term strategic objectives.

End-to-End Value Chain Integration

By integrating processes across the exploration and production value chain—from early-stage operations through decommissioning—Dixstone can:

• Deliver modular, fit-for-purpose offshore solutions

• Reduce operational and environmental risk

• Create sustained value for global customers

This approach ensures digital transformation is directly tied to business outcomes rather than isolated system upgrades.

Conclusion: Industrial AI as a Foundation for Offshore Excellence

Dixstone’s selection of IFS Cloud reflects a clear understanding that modern offshore operations demand more than disconnected systems and manual oversight. By adopting an Industrial AI-powered, unified cloud platform, Dixstone is building a digital foundation capable of supporting safety-critical, asset-intensive operations at global scale.

From real-time project financial control to predictive asset maintenance and sustainability-driven innovation, IFS Cloud becomes a central enabler in Dixstone’s journey toward operational excellence. As the offshore energy sector evolves—balancing growth, decarbonization, and safety—this partnership demonstrates how Industrial AI and enterprise platforms are redefining what best-in-class operations look like.

Get in touch with our MarTech Experts.

On The Go TV has announced the launch of its new streaming platform, marking another step in the ongoing evolution of the digital entertainment landscape. As streaming continues to reshape how audiences consume content, user expectations have shifted toward flexibility, simplicity, and consolidation. Viewers increasingly want access to diverse entertainment options without the friction of managing multiple subscriptions, devices, and interfaces.

The platform’s introduction reflects broader industry trends, where streaming providers are competing not only on content libraries but also on experience, usability, and service transparency. For consumers fatigued by fragmented streaming ecosystems, unified platforms are emerging as a compelling alternative—one that prioritizes convenience, choice, and ease of access.

The Changing Dynamics of the Streaming Market

The global streaming market has matured significantly in recent years, moving from rapid adoption to intense competition and differentiation.

Subscription Fatigue and Platform Fragmentation

A growing challenge for consumers is subscription overload. Many viewers now subscribe to multiple services to access movies, television series, live sports, and continuous channels. This fragmentation has led to:

• Increased monthly entertainment costs

• Difficulty discovering content across platforms

• Frustration with managing multiple user accounts and interfaces

As a result, consumers are actively seeking consolidated platforms that reduce complexity while expanding viewing options.

Demand for Simplicity and Transparency

Industry analysts note that modern viewers prioritize:

• Clear pricing models

• Straightforward user interfaces

• Flexible subscription or trial options

• Minimal onboarding friction

Streaming solutions that fail to address these expectations risk losing relevance in a crowded market.

On The Go TV’s Response to Shifting Consumer Preferences

On The Go TV’s new streaming platform is designed specifically to align with these changing consumer behaviors.

A Unified Entertainment Experience

The platform offers a single application that brings together a broad range of content types, reducing the need to switch between services. This approach aims to streamline content discovery and viewing, particularly for households with diverse entertainment preferences.

Key content offerings include:

• Movies available on demand

• Television series across genres

• Live sports programming

• Continuous and scheduled channels

By centralizing these options, On The Go TV positions itself as a flexible alternative to fragmented streaming ecosystems.

Key Features of the On The Go TV Streaming Platform

Beyond content aggregation, the platform focuses on functional features that enhance usability and personalization.

Live Sports and Real-Time Viewing

Live sports remain one of the most valuable drivers of streaming engagement. On The Go TV includes live sports coverage designed to appeal to viewers seeking real-time experiences alongside on-demand content.

This combination allows users to:

• Watch live events without switching platforms

• Balance scheduled viewing with on-demand flexibility

On-Demand Movies and Series

The platform supports on-demand entertainment, allowing users to watch content at their convenience. This aligns with viewer expectations for control and flexibility, particularly among audiences who prefer non-linear viewing experiences.

Customizable Viewer Profiles

To support household usage, On The Go TV includes customizable profiles. These profiles enable:

• Personalized content recommendations

• Individual watch histories

• Separate preferences within a shared account

This functionality improves discovery and long-term engagement.

Simplifying Onboarding and User Support

As competition intensifies, customer experience has become a critical differentiator in the streaming sector.

Trial Access for New Users

On The Go TV offers a trial period, allowing potential subscribers to explore the platform before committing. Trial access serves several strategic purposes:

• Reduces barriers to entry

• Builds trust with first-time users

• Encourages exploration of platform features

Free or limited trials have become an expected part of modern subscription models, especially in entertainment and media.

Dedicated Customer Support

The platform also emphasizes customer support to assist with:

• Account setup and onboarding

• Technical troubleshooting

• General usage inquiries

Consumer feedback across streaming services consistently highlights reliable support as a key factor influencing satisfaction and retention.

Streaming Competition and Market Differentiation

The launch of platforms like On The Go TV underscores the increasingly competitive nature of the streaming market.

Competing Beyond Content Libraries

While exclusive content remains important, providers are now competing on additional dimensions, including:

• Ease of use and navigation

• Performance reliability

• Customer service responsiveness

• Pricing clarity

For newer platforms, matching or exceeding established players in experience is critical to gaining traction.

Accessibility as a Growth Lever

Accessibility—both in terms of interface design and content availability—plays a growing role in adoption. Platforms that simplify discovery and minimize friction are better positioned to attract users overwhelmed by complexity in the streaming ecosystem.

Consumer Feedback and the Importance of User Experience

Third-party review sites and user forums consistently emphasize usability as a central concern for streaming subscribers.

What Viewers Value Most

Common themes in consumer feedback include:

• Easy navigation and intuitive layouts

• Reliable playback performance

• Responsive customer support

• Clear communication around pricing and features

Platforms that neglect these fundamentals often face higher churn rates, regardless of content depth.

On The Go TV’s Experience-Focused Approach

By prioritizing ease of use, onboarding support, and consolidated access, On The Go TV aligns with the expectations shaping current and future streaming adoption.

The Role of Consolidation in the Future of Streaming

The introduction of consolidated platforms reflects a broader shift toward simplification in digital entertainment.

Fewer Apps, Broader Access

As households reassess entertainment spending, services that reduce the need for multiple subscriptions are becoming increasingly attractive. Consolidated platforms can offer:

• Cost efficiency

• Simplified billing

• Easier content management

This trend mirrors similar shifts in other digital sectors, where aggregation and interoperability drive user preference.

Adapting to Evolving Viewing Habits

Viewer habits continue to evolve, influenced by mobile viewing, shared households, and demand for instant access. Streaming platforms that remain adaptable and user-centric are more likely to thrive in this environment.

Industry Outlook: What Platforms Must Do to Stay Relevant

As the streaming landscape continues to develop, platforms must focus on long-term differentiation.

Core Areas of Focus

To remain competitive, streaming providers must invest in:

• User experience design

• Scalable customer support

• Content diversity

• Flexible pricing models

Platforms that successfully balance these elements can respond more effectively to changing consumer expectations.

Conclusion: On The Go TV Enters a Market Defined by Choice and Convenience

The launch of On The Go TV’s streaming platform highlights how the digital entertainment industry continues to adapt to evolving viewer demands. As subscription fatigue and platform fragmentation challenge traditional models, consolidated solutions that emphasize accessibility, usability, and flexibility are gaining momentum.

By delivering a unified application that combines live sports, on-demand entertainment, customizable profiles, and customer support, On The Go TV positions itself within a growing category of platforms built around user experience rather than complexity. As competition intensifies, platforms that listen closely to consumer needs and evolve accordingly are likely to shape the next phase of streaming innovation.

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Adstra, a global leader in enterprise identity resolution across media and marketing touchpoints, has announced the launch of Conexa Workspace, the latest evolution of its Conexa™ Composable Identity Platform. The new Workspace introduces a turnkey, self-service experience through an updated user interface, enabling brands to unify fragmented customer data, identify high-value audiences across the web, and activate insights that drive measurable marketing and business outcomes.

As identity challenges intensify amid signal loss, walled gardens, and rising acquisition costs, brands are seeking more control over how identity data is unified, accessed, and activated. Conexa Workspace reflects this shift by delivering flexible, scalable identity capabilities in a composable framework designed for modern marketing teams.

The Growing Complexity of Identity in Modern Marketing

Identity resolution has become a foundational challenge for marketers navigating a privacy-first, omnichannel ecosystem.

Fragmentation Across Touchpoints

Brands today manage customer data across:

• Websites and mobile apps

• CRM and CDP platforms

• Paid media, owned channels, and partners

• Logged-in and anonymous environments

Without a unified identity layer, these data sources create disconnected views of customers, limiting personalization, measurement, and growth.

Pressure Beyond Walled Gardens

Walled ecosystems restrict transparency, scale, and portability. As a result, brands—especially direct-to-consumer and challenger brands—are increasingly prioritizing identity solutions that provide:

• Independent audience control

• Higher match rates across channels

• Reduced reliance on closed platforms

Conexa was built specifically to address these challenges through composability and interoperability.

What Is Conexa Workspace?

Conexa Workspace is the newest interface layer for Adstra’s Conexa™ Composable Identity Platform, delivering direct, turnkey access to identity capabilities in a self-service environment.

A Turnkey Identity Experience

The Workspace enables brands to:

• Access the full Conexa identity network

• Activate modules without heavy integration overhead

• Manage identity workflows through an intuitive UI

This approach lowers operational friction while maintaining enterprise-grade scale and precision.

Built on a Composable Identity Framework

Conexa is positioned as the industry’s first Composable Identity Platform. Rather than forcing brands into a rigid system, Conexa allows organizations to:

• Activate individual modules to enhance existing stacks

• Deploy a full end-to-end identity solution

• Adapt identity strategies as needs evolve

This flexibility ensures brands retain control while future-proofing their marketing infrastructure.

Key Capabilities Available Through Conexa Workspace

Conexa Workspace unlocks several high-impact identity capabilities that support data unification, audience expansion, and performance optimization.

First-Party Data Unification and Enrichment

Disparate customer data remains one of the biggest barriers to actionable insights.

Creating a Persistent Customer View

With Conexa Workspace, brands can:

• Securely ingest fragmented first-party data

• Unify records into a single, persistent identity

• Enrich customer profiles with additional attributes

This unified view supports more informed decisions across marketing, product development, and customer engagement.

Strategic Value for Enterprise Teams

By consolidating identity at the foundation, organizations can move beyond reactive campaigns toward proactive, insight-driven strategies.

Online Visitor Intelligence for Anonymous Audiences

A significant portion of web traffic remains anonymous, limiting addressability and measurement.

Resolving Unknown Visitors

Conexa Workspace enables brands to:

• Identify anonymous website visitors

• Resolve them against Adstra’s identity graph

• Convert unknown traffic into addressable audiences

This capability increases reach without relying on third-party cookies.

Driving Smarter Activation

By unlocking visibility into anonymous behaviors, brands can better tailor messaging, optimize journeys, and improve attribution accuracy.

Total Addressable Market (TAM) Expansion

Scale remains a constant challenge in modern digital acquisition.

Expanding Reach With Addressable Identity

Through Conexa Workspace, marketers gain:

• Direct access to Adstra’s consumer attributes and identifiers

• Greater control over audience construction

• Improved precision across activation channels

This enables brands to expand their total addressable market while maintaining relevance and performance.

Reducing Acquisition Costs

Higher match rates and better targeting help lower cost-per-acquisition and mitigate audience fatigue over time.

Supporting DTC and Challenger Brand Growth

Conexa Workspace is particularly impactful for emerging brands competing against larger incumbents.

Combatting Audience Fatigue

By unlocking scalable, identity-driven audiences outside walled ecosystems, brands can:

• Refresh acquisition pipelines

• Improve performance consistency

• Reduce dependency on saturated channels

Enhancing Media Efficiency

Improved identity resolution leads to:

• Better campaign measurement

• Real-time optimization

• Increased confidence in media investment decisions

Customer Validation: InsightsRx Perspective

Early adopters are already highlighting the value of Conexa Workspace.

Egbavwe Pela, CEO and Co-Founder of InsightsRx, emphasized the platform’s ability to improve audience quality and confidence in activation:

• Turnkey access reduces operational friction

• Direct, non-transcoded distribution preserves data fidelity

• Advanced tagging enables real-time validation and optimization

These capabilities help agencies and brands deliver more predictable and measurable outcomes for clients.

Executive Vision From Adstra

Adstra leadership positions Conexa Workspace as a direct response to market demand.

Rick Erwin, CEO of Adstra, highlighted the growing need for self-service access to composable identity:

• Brands want faster access to identity infrastructure

• Flexibility and control are now essential

• Unified identity drives scalable, measurable growth

Workspace simplifies how brands tap into Conexa’s network while preserving the platform’s modular advantages.

Composability as the Future of Enterprise Identity

Identity strategies are no longer static.

Why Flexibility Matters

As privacy rules, identifiers, and channels evolve, brands need identity solutions that can:

• Scale without replatforming

• Integrate into existing ecosystems

• Support future innovation

Conexa’s composable approach ensures identity adapts to business needs—not the other way around.

Interoperability Without Compromise

Conexa Workspace allows customization without sacrificing:

• Control

• Portability

• Transparency

This balance is increasingly critical as marketing stacks grow more complex.

Conclusion: Conexa Workspace Redefines How Brands Control Identity

The launch of Conexa Workspace represents a pivotal step in Adstra’s vision for enterprise identity. By delivering turnkey, self-service access to its composable identity platform, Adstra empowers brands to unify data, unlock anonymous audiences, and scale activation beyond traditional limitations.

As identity becomes the connective tissue of modern marketing, platforms that prioritize flexibility, interoperability, and control will define the next era of growth. Conexa Workspace positions Adstra—and its customers—at the center of that evolution, where brands dictate identity strategy and technology adapts to meet their needs.

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Holiday retail has always been a stress test. But according to Netcore Cloud, the 2025 season may be the toughest—and most revealing—yet.

The global customer engagement company has released The 2025 Holiday Marketing Guide: Tested Strategies to Convert Peak-Season Demand, a data-driven playbook built on millions of shopper interactions across markets. The message is blunt: peak-season growth is no longer about how loud your promotion is, but how precisely and quickly you respond to intent.

Traffic spikes are sharper. Prices change faster. Shopper patience is thinner than ever—especially on mobile. Retailers that cling to broad discounts and last-minute campaign blasts risk higher cart abandonment, lower margins, and exhausted customers. Those that win, Netcore argues, follow a simpler but more disciplined model: Engage → Convert → Retain, powered by real-time intelligence rather than guesswork.

In other words, holiday success is becoming less about marketing muscle and more about decision quality at speed.

A Behavioral Shift That Retailers Can’t Ignore

If there’s one underlying insight driving the guide, it’s this: festive-season shoppers don’t browse the way they used to.

According to Netcore’s analysis, modern shoppers—particularly mobile-first audiences—make buying decisions in seconds once the right signal appears. That signal might be price, trust, availability, or recognition. But when it’s missing or delayed, hesitation sets in fast. The result is decision fatigue, abandoned carts, and deferred purchases that may never return.

This creates a dangerous mismatch. Many retailers still respond to holiday pressure with mass promotions, generic emails, and late-stage discounts. Netcore’s data suggests that approach increasingly backfires, overwhelming shoppers right when clarity matters most.

The implication is clear: peak-season marketing has shifted from volume to velocity and relevance.

Three Shoppers, One Common Demand: Clarity

Rather than segmenting audiences by demographics, the guide distills holiday behavior into three dominant shopper mindsets. Each behaves differently, but all demand instant relevance.

The Deal Hunter is motivated by visible value. Price drops, low-stock warnings, and time-bound incentives move them quickly—but only if the message is unambiguous. Flood them with noise, and they disappear.

The Quality Seeker is more deliberate, comparing options and scanning for reassurance. Detailed product information, social proof, and consistent experience across channels are what convert this group, not surprise discounts.

The Loyal Regular, often overlooked during peak sales pushes, values recognition over price. Early access, seamless reordering, and frictionless checkout matter more than aggressive couponing.

Netcore’s guide maps how each shopper type moves from consideration to checkout, highlighting where high-performing brands intervene: personalized home feeds, smarter internal search, contextual product recommendations, and one-tap nudges timed to moments of intent.

The takeaway isn’t that personalization is optional—it’s that generic engagement is now actively harmful.

Record Demand, Shrinking Margins

The stakes have never been higher. The guide points to a telling paradox in holiday commerce.

On one side, consumer demand keeps hitting new highs. Cyber Monday alone generated $13.3 billion in online sales globally, with roughly half coming from mobile devices. On the other, profitability is under pressure. Advertising costs during peak periods can rise by as much as 140 percent. Cart abandonment hovers near 70 percent. Last-minute buying compresses fulfillment windows and magnifies operational risk.

This widening gap between demand and profit is forcing a rethink across retail and ecommerce. Throwing more budget at ads or deeper discounts at checkout no longer guarantees returns. In many cases, it accelerates margin erosion.

Netcore’s argument is that retailers must optimize experience efficiency, not promotional intensity.

Why Agentic AI Moves From “Nice to Have” to Necessary

Compressed timelines and volatile demand make manual optimization nearly impossible at scale. That’s where Netcore positions Agentic AI as the backbone of modern holiday marketing.

Rather than treating AI as a campaign tool, the guide frames it as a continuous decision engine. Predictive segmentation identifies which shoppers are close to buying. Timing models decide when to intervene. Frequency controls prevent fatigue. Recommendation systems adjust dynamically as behavior changes.

The emphasis is not automation for its own sake, but orchestration—multiple AI systems working together to respond to intent without overwhelming the customer.

This approach reflects a broader industry trend. As third-party tracking degrades and customer journeys fragment across channels, real-time, first-party intelligence has become the most defensible advantage retailers can build.

What Retailers Gain When Precision Replaces Push

Netcore outlines tangible outcomes from brands using these AI-driven frameworks. The benefits skew toward efficiency rather than theatrics.

Retailers see higher returning-visitor rates because experiences feel consistent and intentional. More shoppers progress from product detail pages to checkout as friction is removed at key moments. Abandoned-cart recovery accelerates because follow-ups are contextual instead of repetitive. The time between first and second purchase shortens, strengthening lifetime value rather than one-time conversions.

Perhaps most tellingly, repeat-purchase rates improve without increasing message volume, reinforcing the idea that restraint can outperform aggression during peak periods.

Inside the Playbook

Beyond strategy, the guide serves as a practical checklist for retail and ecommerce teams preparing for 2025’s holiday rush.

It covers how to personalize homepages, search, and discovery feeds based on real behavior rather than static segments. It emphasizes mobile-first checkout flows that eliminate unnecessary steps. It details how contextual nudges—applied sparingly—can rescue high-intent sessions before abandonment sets in.

Post-purchase journeys get equal attention. Netcore highlights how replenishment reminders, predictive churn signals, and early-access workflows can convert seasonal buyers into year-round customers—a critical shift as acquisition costs continue to climb.

Importantly, the guide also underscores governance. Frequency caps, consent management, and clean data practices are not compliance footnotes but trust-building tools, especially when customer attention is scarce.

The Bigger Implication for MarTech Leaders

Read between the lines, and Netcore’s holiday guide is about more than Q4 tactics. It reflects how quickly retail marketing is maturing under pressure.

As AI becomes table stakes and consumers demand relevance without intrusion, success increasingly belongs to brands that treat engagement as a system, not a series of campaigns. Holiday season simply amplifies the cost of getting that system wrong.

For MarTech leaders, the message is sharp: peak-season performance in 2025 will expose whether your stack drives decisions—or just delivers messages.

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Monks is doubling down on a simple but increasingly unavoidable reality of modern marketing: media is no longer bought—it’s computed.

The S4 Capital–owned, digital-first services company has appointed Thiago Correa as Senior Vice President of Media for EMEA, tasking him with helping brands recalibrate their media strategies for an era defined by algorithms, automation, and AI-led decisioning. It’s a hire that reflects a broader shift underway in the media industry, where the biggest ad platforms are also the most advanced AI companies—and where traditional agency models are starting to show their age.

Correa will report to Linda Cronin, EVP of Media at Monks, and joins at a moment when brands are grappling with fragmented journeys, opaque measurement, and platforms that increasingly operate as black boxes. His remit: future-proof client media strategies by leaning into the same forces reshaping the platforms themselves.

When Media Channels Become AI Companies

One of the more pointed observations behind Correa’s appointment is that the leaders of the AI revolution—Google, Meta, Amazon—are also the world’s dominant media ecosystems. These platforms no longer reward manual optimization or siloed planning. They reward clean data, high-quality signals, and creative scale.

Monks has built close partnerships with these platforms, positioning itself as an automation-first media partner rather than a traditional programmatic buyer. Correa is expected to help clients navigate what Google famously calls the “messy middle”: the unpredictable, non-linear path between discovery and conversion that algorithms now mediate.

In practice, this means shifting away from channel-by-channel decision-making toward systems that integrate creative, data, and measurement into a single operating model—something Correa argues is no longer optional.

“AI rewrites the economics of media, stripping out the manual middle where most of the margin sat,” Correa says. “The winners will be integrated, automation-first partners that connect creative, data, and measurement into one system.”

That statement could just as easily be read as a critique of legacy agency structures as it is a pitch for Monks’ model.

Growth Engineering Over Last-Click Thinking

Correa’s arrival lines up neatly with Monks’ increasing emphasis on Growth Engineering, a framework designed to replace legacy performance models that still lean heavily on last-click attribution.

Rather than chasing conversions at the end of the funnel, Growth Engineering focuses on improving the inputs platforms use to make decisions. This includes fixing data pipelines, enriching first-party signals, and feeding higher-quality information directly into platforms like Google and Meta. The goal is immediate performance lift—without forcing brands to rip and replace their existing media operations.

This approach reflects a growing realization across MarTech and AdTech: as platforms move further toward AI-driven optimization, signal quality matters more than bid tweaks. If the algorithm is the buyer, then your job is to train it well.

Monks’ pitch is that this can be done incrementally, proving value within the first year while laying the groundwork for deeper transformation. It’s a pragmatic stance at a time when many marketers feel overwhelmed by the pace of AI change.

Creative Meets Algorithmic Demand

Another pillar of Monks’ strategy—and a core focus for Correa—is tighter integration between creative and media, an area where many organizations still struggle.

Under its “Fuel & Freedom” methodology, Monks treats creative output as fuel for algorithmic systems. Platforms like Meta Advantage+ and Google Performance Max thrive on volume, variation, and velocity of creative assets. When creative supply can’t keep up, performance stalls, regardless of media spend.

By aligning creative production with algorithmic demand, Monks aims to remove the friction created by traditional agency silos. It’s a shift away from linear campaign planning toward continuous experimentation, where creative and media evolve together.

The framework also extends into search. Correa will help clients move beyond classic SEO models toward Answer Engine Optimization (AEO)—ensuring brands are visible not just on search results pages, but wherever AI assistants surface responses. As conversational interfaces reshape discovery, this evolution is quickly becoming a competitive necessity.

A Measured Approach to an Industry in Flux

Despite the ambition of the strategy, Correa is vocal about avoiding “AI theater.” The focus, he says, is on maturity and sequencing, not disruption for its own sake.

“We are providing a clear maturity roadmap that proves value in year one while identifying the next best step,” he explains. “Our goal is to ensure clients aren’t just surviving the shift to AI, but using it to future-proof their entire media business.”

That framing matters. Many brands are under pressure to adopt AI quickly but lack a clear commercial case. By tying AI adoption directly to measurable performance improvements, Monks is positioning itself as a translator between hype and operational reality.

A Proven Operator, Not Just a Strategist

Correa’s background supports that positioning. Before joining Monks, he held senior leadership roles across Publicis Groupe, including serving as Global Client Lead for H&M and as Chief Digital, Data and Technology Officer at Zenith. During his tenure, Zenith was named Campaign’s Media Agency of the Year in 2022.

He also played a key role in building Publicis’ Performics operation in the UK, which went on to win PMW’s Performance Agency of the Year in 2024. The throughline in his career is clear: scaling digital performance capabilities inside complex, global organizations.

That experience is especially relevant as brands seek partners who can operationalize AI across regions, not just pilot it in innovation labs.

Why This Matters for the Media Industry

Correa’s appointment is less about a single executive move and more about what it signals for the media sector at large.

As automation accelerates, the value of agencies shifts from execution to systems design—how data flows, how creative scales, how measurement adapts. Margins once hidden in manual optimization are disappearing, forcing agencies to reinvent their business models.

Juanita Draude, EVP EMEA at Monks, framed the hire in precisely those terms, noting that the industry has an opportunity to reinvent “practice, processes, and business models” rather than simply adding AI on top of legacy structures.

In that light, Monks’ bet on algorithmic performance and growth engineering looks less like a trend chase and more like an attempt to stay structurally aligned with where platforms—and budgets—are headed.

The Bigger Picture

Media has always followed technology. What’s different now is the speed and depth of change. Algorithms don’t just optimize campaigns; they shape visibility, influence creative formats, and redefine how success is measured.

By bringing Thiago Correa into a senior EMEA role, Monks is making a clear statement: the future of media belongs to organizations that can operate at the intersection of AI, creativity, and engineering—with less manual effort, and more strategic intent.

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