Home > Companies > Thought Leaders > Q&A with Pierre Babineau, Director of Digital Strategy at Reprise Digital

Q&A with Pierre Babineau, Director of Digital Strategy at Reprise Digital

Pierre Babineau, Director of Digital Strategy at Reprise Digital has been developing and implementing client-acquisition funnels and marketing strategies for SMBs, large corporations and nonprofits from various industries over the last 7+ years. Earlier in his career, Pierre ran his own agency out of Moncton, NB where he delivered digital deployment strategies for small businesses and tourism organizations, leveraging owned, paid and earned media across all marketing channels. Having a background in strategic planning has allowed Pierre to develop a very analytical, critical thinking approach when faced with problems and opportunities.

Media 7: What do you consider as your strengths?
Pierre Barbineau: What I consider to be my strengths depends upon context, as strengths can be interpreted differently through various aspects of life. My passion around all things leadership is what gets me up in the morning. I enjoy working with my team, coaching them, and seeing them grow. With my somewhat strange and particular background, I strongly believe that leaning on my past learnings and experiences in order to help someone else grow is such a blessing! When it comes to everything digital marketing, I’m mostly self-trained. I know that my professional life would have been easier with a mentor, so I strive to always be available to anyone who wants to learn - whether they report to me or not.

In terms of my own personal strength, my curiosity has certainly allowed me to reach far beyond what I would have expected. I’m constantly hungry to learn and understand new things. I cannot simply accept something for what it is; I need to understand what makes it tick. This is so important in understanding a fully integrated, consumer-first marketing strategy, as there are a multitude of tools, platforms, behaviours and challenges to explore.

Here is a recent example: my latest obsession is understanding the space-time continuum. If I read about it before bed, I won’t be able to sleep for hours, as I simply can’t stop thinking about the “how. I want to understand it on a deeper level – rather than simply accepting it for what it is. My curiosity truly is a blessing and a curse!
From a professional perspective in my everyday marketing life, I’d say I’ve been able to break through from the crowded space of marketers by being analytical and also being capable of understanding the story that data is telling me. My analytical mind is constantly asking “how” or “why” which helps me digest insights and dig to a deeper level than most. Many can go on a platform and build campaigns, or read reports and reviews, but the ability to identify key insights and understand how to act on these data points is crucial to growing as a marketer.


"For someone to be able to show up at work and contribute the best work they possibly can, they need to be in a peaceful headspace."

M7: Could you tell us something about Reprise Digital and your role there?
PB: Reprise Digital is a performance agency that embodies the values of what it means to push boundaries. We have a tremendous culture where learning and innovation is strongly supported across all teams. We thrive to deliver award-winning work across all crafts.

Speaking of crafts, Reprise Digital has a variety of performance marketing expertise integrated under one roof (SEM, Paid Social, Mobile, eCommerce, SEO, etc.)
As the Director of Strategy, I work with a team of Strategists who help drive integrated marketing strategies that bridges any gaps between the varying crafts. Such gaps could include: managing influencer programs, performance content development or organic social strategy and execution. We also work on more macro business challenges such as audience mapping and strategy, brand purpose, and leading market intelligence across multiple accounts.

M7: What do you think is the next emerging major trend in digital marketing considering today’s market?
PB: Third-party cookie-less future! There will be a big push into deeper understanding of next-level AI contextual targeting, looking at cohorts or groups of individuals with strong similarities versus one-to-one conversation and personalization. It will completely change how marketers leverage audience data for targeting. Be on the lookout for new tech coming out to support marketing agencies in this space!


"There’s something missing and that something is taking the time to truly understand the business problem by asking the right questions and finding creative solutions."

M7: What do you consider as the limitations of digital marketing and how can marketers address it?
PB: I believe the largest limitation in digital marketing is not having a proper full journey MTA (multi touch attribution) model, where the data accuracy allows brands and agencies to trust the output at 100%. There are simply too many holes in the different solutions, from limited view-through data to simply not all sources properly being tracked and scored, as well as pixel firing issues.

Agencies often piece together what they can and the result can be great work. One of Reprise Digital’s strengths is understanding how qualitative data can fill in where quantitative data lacks. We have access to robust databases which enables us to gain additional perspective on the consumer journey by allowing us to understand deeper-rooted preferences that help in activating effectively.

M7: How has the COVID-19 pandemic affected your work - what day to day processes have you had to re-tool to be able to pull them off remotely?
PB: The biggest COVID-related challenge I face isn’t marketing-related, but people-related. Mental health is very important for so many reasons. At the end of the day, for someone to be able to show up at work and contribute the best work they possibly can, they need to be in a peaceful headspace. We have been working hard on trying to mimic “water cooler” talk with morning team coffee chats (no work talk allowed) and 1:1 meeting check-ins where we chat about a bit of everything.

Identifying signs of mental health issues can be tricky, especially when working remotely. First and foremost, we do our best to create a sense of security for all staff by intentionally focusing our discussions around people rather than just work. At the end of the day, we’re only as good as our people!


"Third-party cookie-less future! There will be a big push into deeper understanding of next-level AI contextual targeting, looking at cohorts or groups of individuals with strong similarities versus one-to-one conversation and personalization."

M7: What have you learned from your experiences so far?
PB: My background is very particular, which allows me to bring a broader set of skills and understanding to my position than a typical marketer otherwise would.
From being an entrepreneur with two startups (the first being a failed publishing business; the second - a fairly successful boutique marketing agency), to being integrated with wonderful mentors in a strategic planning role at NuFocus Strategic Group, and now working in such a great agency, the learnings are endless. To this day, the opportunity to work in strategic planning has had the largest impact on my career and life.

Firstly, the mentorship was priceless. Secondly, that type of work changes how your mind approaches problem solving.The opportunity of having worked in strategic planning really challenged me to look at problems from an analytical position. We are often taught to fix problems. But in strategic planning, you don’t necessarily find solutions. You ask specific questions in order to help your clients identify potential solutions. Bringing this mindset to marketing certainly has its advantages!

When things become too busy and we need to get work done quickly, I never feel fulfilled or proud of the deliverable. There’s something missing and that something is taking the time to truly understand the business problem by asking the right questions and finding creative solutions. Too often, marketers take pride in the volume of work.
There needs to be a mindset shift in order to become a strategic business partner. Then we will be able to support the brand’s activities and future growth.

ABOUT REPRISE DIGITAL

About Reprise Digital- As the global performance marketing agency of Mediabrands, we are obsessed with Customer Flow which is defined as the continuous movement of customers along the path to purchase. Our purpose is to help you build and accelerate Customer Flow, and we offer deep expertise in digital crafts required to move customers along that journey. We do this by unifying our craft experts which include search, social media, SEO, eCommerce, content creation and strategy under a single operating system

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Attain and Experian Collaborate to Help Unlock Cross-Device Outcomes for Advertisers

PR Newswire | January 08, 2024

Attain, a leading permissioned commerce data platform that powers real-time purchase measurement and outcome signals for brands, is pleased to announce a strategic collaboration with Experian, the world's leading global information services company. By leveraging Experian's identity graph, this collaboration will unlock cross-device outcomes for advertisers in a cookieless environment. With the growing number of devices and platforms used by consumers, the need for precise audience targeting and refined marketing strategies has become increasingly important. Through this collaboration, Attain will integrate the Experian identity graph into its system, expanding the reach and addressability of its active user base of more than six million consumers. "We are continuously impressed by the caliber of Attain's customer base and our ability to fortify it with additional identity markers," said Greg Koerner, Vice President of Digital Advertising Sales, at Experian. "By harnessing the power of Attain's extensive outcome data and the Experian identity graph, we can easily offer marketers new avenues for reaching their target audience across multiple devices and channels." This integration will enable Attain to seamlessly connect with consumers across multiple devices, including mobile and CTV (connected television), offering innovative solutions to advertisers in an ever-changing digital landscape. With over 126M households, 250M individuals, nearly 500M MAIDs (mobile ad IDs), and 200M CTV IDs in Experian's identity graph, this integration will unlock vast opportunities for marketers to reach their target audience and measure campaign performance accurately. It will also allow Attain to align advertiser data and showcase significant correlations across various media channels, making their marketing tools more powerful than ever. "We're taking a major leap forward in enhancing our advertising capabilities by incorporating Experian identity graph into the Attain platform," Brian Mandelbaum, CEO of Attain, said. "With this integration, we can seamlessly align advertiser data and demonstrate outcomes' true impact and correlation across different media channels. This not only provides our customers with a more comprehensive view, but it also enhances the effectiveness of their advertising strategies." This collaboration will enable Attain to offer advertisers a more holistic reporting approach and provide them with a more comprehensive understanding of cross-device outcomes. Those utilizing the Experian identity graph through Attain's services can resolve to a single consumer profile, combining IPs and Universal IDs with CTV IDs and MAIDs. About Attain Attain's mission is to empower marketers to drive better outcomes by providing access to first-party permissioned commerce data. Powered by a portfolio of apps, retail loyalty account linking, receipt capture, and survey results, Attain is uniquely positioned to provide deeper insights into how, what, when and where consumers spend their money. For more information on Attain, visit attaindata.io. About Experian Experian is the world's leading global information services company. During life's big moments – from buying a home or a car, to sending a child to college, to growing a business by connecting with new customers – we empower consumers and our clients to manage their data with confidence. We help individuals take financial control and access financial services, businesses make smarter decisions and thrive, lenders lend more responsibly, and organizations prevent identity fraud and crime. We have 22,000 people operating across 32 countries, and every day, we're investing in new technologies, talented people, and innovation to help all our clients maximize every opportunity. With corporate headquarters in Dublin, Ireland, we are listed on the London Stock Exchange (EXPN) and are a constituent of the FTSE 100 Index. Learn more at www.experianplc.com or visit our global content hub at our global news blog for the latest news and insights from the Group.

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