Current gig Vp of strategy at TubeMogul
Previous gig Head of technology at Ikon Communications
Adweek: Describe your role as vp of strategy
Phil Cowlishaw: It’s a little bit like Navy SEALs. I take a high view of our most important strategic accounts and then deep dive into them to get a deep understanding of exactly what business drivers will make a difference for them and then how TubeMogul, the platform, can deliver this. My job is to lead a team that helps these accounts, to truly align their business models with our software features. At the end of the day, it’s ultimately helping them get the most value out of our platform. It’s really about how they can pull the triggers inside of our platform to shift more product or brand awareness.
What clients have you been working with?
L’Oréal USA, Jose Cuervo, Mondelez, Allstate, Heineken, Quiznos, Hotels.com and Lenovo.
What trends do you see emerging in digital advertising?
There’s an increased interest in this space on the brand side. We’re seeing brands trying to understand exactly what programmatic is and how it could potentially help their business. We’re seeing a significant shift into the programmatic space and a drive and adoption by big brand advertisers and their agencies to try and understand the power of programmatic, especially in online video, and how it can drive business results.