FDJ UNITED

Unlocking Positionless Marketing: McKinsey's Blueprint for Success

MarTech summarizes McKinsey’s “Organize to Value” blueprint as a guide for transforming marketing organizations into ‘Positionless’ teams that prioritize outcomes and value over fixed roles. The article argues technology (including AI and platforms) can only deliver results when paired with organizational redesign that clarifies purpose, accountability, decision flows and governance. Case studies cited include Caesars Entertainment (which, after adopting Optimove and Positionless Marketing, cut campaign execution from five days to five minutes), FDJ United (reduced campaign time from six weeks to hours and enabled single-marketer end-to-end execution) and an unnamed retailer (16.1x increase in purchase rates and 300 saved working hours annually). McKinsey identifies six common pitfalls — unclear objectives, misaligned governance, uncommitted leadership, stagnant culture, muddled execution and disconnected technology — that block the shift to Positionless Marketing.

Shinka Boosts Leadership to Accelerate CTV and DOOH Growth

Shinka, a fully transparent and platform-agnostic mediation layer for CTV, DOOH, and Audio, announced on 13 October 2025 the appointment of two new senior vice presidents: Nick Flood as SVP of product & GTM and Walton Musgrave as SVP of commercial & partnerships. The hires aim to scale Shinka’s platform to meet growing demand from publishers and media owners across CTV and DOOH. Flood brings 20+ years in media and product management with prior roles at Kindred, Future Plc, Dennis Publishing, and Haymarket Media Group, to drive product vision and GTM strategy. Musgrave, also with 20+ years in digital media leadership, has led revenue initiatives at GB News, Hello, Dennis Publishing, and DAZN, to lead customer growth and strategic partnerships. CEO Kieran Greene stated the hires position Shinka to capitalize on an inflection point in CTV and DOOH monetisation and reinforce its commitment to a transparent, agnostic, omnichannel mediation layer for partners.

ITV Launches Discount Tool Amid Major Ad Policy Changes

ITV has launched ITV Kerching, a consumer-facing discount-finding extension that aggregates discount codes from hundreds of retailers. The extension, available on the ITVX site and the ITV mobile app, uses technology from Kindred and sees ITV invest up to £8.5m of advertising inventory in exchange for a minority stake in Kindred. In public health and advertising policy news, the UK government plans to fully ban online junk-food ads from October 2025 and prohibit TV ads before 9pm for products high in fat, salt and sugar; a prior pledge by the Conservative government to introduce the watershed was reversed by Prime Minister Rishi Sunak, after earlier delays by Boris Johnson. In The Hague, the city will ban fossil-fuel ads from January 2025, marking the first local-legislation ban on high-carbon ads; but general brand ads and fossil-fuel political advertising remain allowed.