Peak season puts campaigns under peak pressure. Competition increases, media costs rise – while AI-powered search is fundamentally changing how consumers discover brands. In a market moving this fast, there is little forgiveness for error.
So, what can marketers do now to make sure their campaigns deliver?
Join Elena Mushinskaya, principal, Mastercard Advisors, marketing services, Mastercard; Nicholas Myers, chief strategy officer at OLIVER UK; and Martin Brown, director of sales at StackAdapt, in conversation with Campaign’s Gemma Charles.
Together, they look at what’s working, what isn’t and where marketers can still make a difference before peak season hits – from CTV and AI search touchpoints to real-time media, creative, and measurement.
Expect practical perspectives from across brand, agency and media, with clear takeaways you can act on to protect your campaign performance and drive festive ROI.
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Martin Brown is an experienced advertising and marketing technology executive having spent over twenty years in the industry. He has gained extensive international experience having worked in London, Sydney and New York. After spending 3 years in digital advertising in APAC, Martin returned to London to take up a senior position with Yahoo! UK. He then moved into the nascent programmatic marketing space, joining DataXu as Vice President and Managing Director in the EMEA region. There he built a team that developed market leading innovation,working with both marketers and media agencies to deliverleading edge programmatic solutions.
After three years he moved to New York to run DataXu’s East Coast region, where he drove revenue growth and expansion,and was promoted into the role of Senior Vice President of global sales. After a period in Technology strategy and consulting, he joined Adobe Alliances in 2018 as an EMEA lead, specialising in Enterprise Martech.
He joined Stackadapt in 2024 as Director of Sales for the UK.
Elena Mushinskaya leads Marketing Services for Mastercard's Advisors & Consulting Services business in the UK & Ireland. With experience spanning Mastercard, The Coca-Cola Company and IPG Group, she has worked across brand, agency and consulting environments. Her team supports Mastercard's partners across multiple industry segments in driving customer acquisition, engagement and loyalty through customer insights, data, personalisation and effective marketing strategies, delivering measurable business growth.
Gemma Charles is a specialist in sustainability, political marketing and the alcoholic beverage sector.
Previously she reported on the food and alcohol sectors, joining the magazine after a spell of freelancing at various titles. She has also held staff reporting roles on Marketing Week, The Lawyer and Inside Housing, the social housing journal, where she started her journalistic career a decade ago.
Nick leads strategy at OLIVER UK, the global in-housing specialist. His career spans over 20 years, with retail experience including Nectar, Argos, Disney and O2. Most recently, Nick's focus has been on helping OLIVER's clients sell effectively to shoppers and their AI assistants, blending the latest tools such as Share of Model with classic Direct thinking. Nick is a Campaign 40 Over 40 and an inaugural Fellow of the DMA.