Álvaro Millán

The agency of the future 🔮 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways: ✅ AI will redefine productivity in the next few years we will see exponential gains that are hard to even imagine today. ✅ AI proficiency will be the norm transforming how teams collaborate and operate. ✅ Client engagement will evolve. #marketingstrategy #performancemarketing #digitalgrowth #AI

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#Criteo is teaming up with Google to let advertisers buy retail media ads directly through Search Ads 360. What does this mean? 👉 Retailers instantly get access to new demand. 👉 Advertisers simplify activation by plugging into the ecosystem they already use. 👉 Smaller brands that could never crack retail media “relationship walls” now get in. On the surface, this feels like a win-win. Scale, efficiency, and simplicity. But here’s my take 👇 While this opens doors for advertisers, it also risks commoditizing retail media inventory. If sponsored product ads become just another line item in Google’s stack, will retail media lose its unique edge—its proximity to the shopping cart? Retail media was supposed to be different: contextual, high-intent, and closer to conversions than any other channel. The moment it becomes “yet another Google placement,” the industry needs to ask: Are we unlocking true incremental value for brands—or just chasing more volume? Will retailers hold on to margins, or will price compression squeeze them the same way display and search went? And finally—if every network plugs into the same pipes, where will differentiation come from: data, experience, or measurement? This partnership is a signal: #RetailMedia is moving from walled gardens to highways. That’s powerful, but highways always have toll booths—and someone inevitably pays more. The next battleground won’t be just about access, it will be about who controls the customer insights and who measures the incrementality. Retail Media is growing up fast. The question is-will it grow stronger or just bigger? The link to the article is in the comment section . #RetailMedia #Criteo #Google #AdTech #Programmatic

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The most effective CMOs aren't marketers. They're general managers who happen to run marketing. The difference? They speak three languages fluently. They speak CFO: → Through the P&L lens: presenting real LTV and fully-loaded CAC → Through the Balance Sheet: showing unrealized revenue in existing customers → Through Cash Flow: discussing payback windows for every investment They speak CEO: → This year's growth rate and which levers to lean on → Five-year projections grounded in cohort behavior → How each decision impacts enterprise value They speak Board: → Why the ratio matters less than the components → How margin improvements change the entire model → When to trade efficiency for scale It all starts with LTV and CAC. But not the surface-level numbers. The real ones that actually drive decisions. 1️⃣ LTV isn't just revenue per customer ↳ It's behavior × margin × time × retention curve 2️⃣ CAC isn't just ad spend divided by customers ↳ It's fully-loaded costs including sales, onboarding, and overhead 3️⃣ The ratio isn't the whole story ↳ A 5:1 ratio means nothing if payback takes 24 months Make these metrics the center of your growth team. Make them the foundation of your C-suite relationships. But here's the key: take time to explain them. 🔑 Show how marketing LTV connects to finance's P&L. 🔑 Demonstrate how CAC reduction flows to EBITDA. 🔑 Prove how payback windows impact working capital. That's how you earn your seat at the table. * * * The cheat sheet breaks down exactly how to calculate, present, and defend these metrics. Use it before your next board meeting. Follow for more breakdowns of KPIs that actually matter to c-suite execs. 📈

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HOW TO MAKE YOUR ADVERTISING PROFITABLE If you want to know what makes advertising profitable then read on ... At Cannes this year we released 'The Creative Multiplier' which was an enormous study led by Andrew Tindall combining the System1 data and Effie Worldwide to try and understand what drives brand and business results There are a lot of insights but 3 things emerge as the essential elements 👉 EMOTION - further evidence that generating an emotional response in your audience is essential to success. Don't be dull. As Orlando Wood describes it you need to be Showman not a Salesman 👉 FLUENT - you need to be remembered and leverage your brand's distinctive assets as much as possible. This isn't about your logo but using all the different elements like sound, pack, characters etc 👉 TIME - Creative compounds over time as your audience become familiar with it. As Mark Ritson told the audience at Cannes "you are all taking your cakes out too early" The Chart below is the summary in report and sums it up nicely See how much more likely you are to generate profit by being emotional, fluent and consistent We are running a webinar where Mark will be sharing all the highlights from the Cannes presentation including Beers & Bears Sign up here https://lnkd.in/eWFX-NtG

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Just read an absolutely fantastic article by Henry Innis “Do Upfronts Still Matter? — Kind Of” on Marketing Economics, and wow — this is one of the clearest takes I’ve seen lately on where the media business really is. What makes this article great: 1. It cuts through the hype and looks at actual results vs. promises — something often missing in conversations about Upfronts. 2. It acknowledges the shift toward always-on, programmatic, on-demand buying without dismissing the ongoing value of Upfronts. It’s not “one size fits all” — which is refreshing. 3. It highlights trade-offs: predictability vs flexibility, scale vs targeting, commitment vs agility. In “media math” these trade-offs matter more than ever. So as most brands and agencies are wrapping up their upfronts and building their 2026 media plans, a few thoughts: 1. Planning matters — yet so does adaptability. Upfronts give stability (budgeting, forecastable reach), which is crucial for many brands. But markets move fast — cultural moments, shifts in audience behavior, emerging platforms — so you need a mix: the backbone of Upfronts plus the flexibility of agile buys. 2. Accountability & measurement drive everything. If Upfronts become just about “I pay now, you promise reach,” without transparent metrics, brands lose out. The future is in anchoring those commitments to performance data, cross-platform reach, incrementality. 3. Audience first, not format first. Whether Upfronts or programmatic, it’s the audience that matters. If Upfronts help secure high-value audiences efficiently, they’ll stay relevant. If they don’t deliver better audience outcomes than newer methods, they’ll fade. In short: Upfronts still matter — but not in isolation. The strategy that wins is one that blends the discipline of planning with the nimbleness to respond to what’s happening in real time. This article nails why that isn’t just “best practice” — it’s becoming essential. https://lnkd.in/efm7B5D9

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