#MediaSnack
Welcome to #MediaSnack – the show for media leaders who want to win! If you’re looking to sharpen your performance, stay ahead of the competition, and deliver real results, you’re in the right place.
Media is constantly evolving, and success belongs to those who can adapt. Every episode, hosts Tom Denford and David Indo deliver actionable insights and proven strategies to help you outpace the competition, navigate industry changes, and drive measurable results in media and advertising. We also welcome industry winners to share their secrets to success, giving you an edge in your own journey.
Subscribe now to stay informed, stay competitive, and stay winning.
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#MediaSnack is presented by ID Comms, the global media consultancy dedicated to helping brands achieve better media results.
👉 Want to use media to drive brand growth?
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#MediaSnack
#MediaSnack WINNERS: Sorin Patilinet - Global Marketing Effectiveness Executive at PEPSICO
In this episode of MediaSnack WINNERS, Tom Denford sits down with Sorin Patilinet, PepsiCo’s Global Marketing Effectiveness Lead and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth. Sorin shares his mission to elevate marketing's role in the boardroom by challenging narrow definitions of effectiveness and showing how real impact extends far beyond media ROI. Drawing on his 20-year career at Mars and now PepsiCo, he explains how brands can build stronger marketing organizations through rigorous measurement, cross-functional alignment, and analytical confidence—not just creativity.
They discuss the current state of marketing effectiveness, how AI is shaping analytics, and why understanding consumers matters more than obsessing over CPMs. Sorin also reflects on his legacy at Mars, the need for advertiser voices in industry discourse, and offers advice for future marketing leaders.
Get Sorin’s Book: Marketing Effectiveness: Applying Marketing Science for Brand Growth https://www.amazon.com/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056
Want to stay ahead in media? Visit https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/