"Connecting the dots" is a podcast by Precis, where we break down the latest marketing trends with expert insights and practical takeaways. If you're a marketer looking for clarity in the chaos, we’re here to help you connect the dots.
Reading the feed…
In this second part of our conversation with Jan Montwill, Global Media Strategist at H&M, Precis' CMO Stefania Casciari Carter tackles the question underneath all the AI anxiety: did marketing teams ever really build the foundations that make automation useful in the first place? Haven't seen Part 1 yet? Catch it here: https://www.youtube.com/watch?v=IxxOGstNXs4 In this episode, we dive deep into: 👉 The marketing skills gap: why the deskilling of the industry happened long before AI arrived and why automation is just making it impossible to ignore 👉 Marketing fundamentals in the age of AI:
In this episode of Connecting the dots, Precis' CMO Stefania Casciari Carter sits down with Jan Montwill, Global Media Strategist at H&M, to look under the hood of media execution at one of Europe's largest retailers. In this first part of the episode, we dive deep into: - The platform paradox: why following platform best practices blindly means you are prioritising their user retention and revenue over your own business growth. - The creative ad fatigue myth: why marketers refresh assets far too often, and why shifting budget from endless variations into working media behind a single strong c
In this episode of Connecting the dots, Precis' CMO sits down with Alex Venus, Director of Growth Marketing at Personio, to look under the hood of one of Europe’s fastest-growing B2B engines. While many marketing leaders feel overwhelmed by the pace of AI adoption, Alex argues that the real shift isn't about the tools—it’s about the team. As automation handles more of the execution, the role of the marketer is fundamentally changing from a technical specialist to a strategic conductor. We dive deep into: - Why Alex is moving away from hiring technical channel specialists and why "marketing gen
In this episode of Connecting the dots, we sit down with Kristina Bergwall, SEO Director at Precis and a 14-year veteran of the search industry. While many CMOs are panicking over a "search apocalypse" and declining organic clicks, Kristina argues that the story is actually much more positive. It’s not about losing traffic; it’s about a massive redirection of value. By treating AI as a "premium filter" for your brand, you can stop chasing noisy clicks and start winning the customers that actually matter. We dive deep into: - The $12M replacement cost: Why we analysed four major industries to f
Can a brand be too old to be relevant? Or too new to have a legacy? In this episode of Connecting the dots, we sit down with Alexander Matt, former Global CMO at Fjällräven and the strategic mind behind iconic brand moments at Adidas Originals and Levi’s. Many leaders feel the pressure to deliver short-term revenue, often at the expense of long-term brand equity. Alexander challenges the idea that "legacy" equals strength, arguing instead that cultural relevance is the only way to build a brand people will actually "fight for". We dive deep into: The 3 pillars of relevance: Why you need commun
Marketing without clarity gets messy. Most teams track KPIs, but without a goal management system like OKRs, your strategy often drifts. This episode is for CMOs and marketing leaders who want to stop confusing OKRs with KPIs and start planning smarter for the next quarter. Sophie Hedestad (CEO of Noxit, ex-CMO at Meltwater & Netigate) shares her practical framework for turning vague marketing goals into focused, transformational outcomes that align the entire company. Key Takeaways: - The difference is transformation: OKRs are a focus tool for transformational goals, while KPIs are your healt
Still optimising for installs, but stuck with high churn and vague lifecycle metrics? This episode goes deep on app retention that actually drives growth. Our guests unpack why most lifecycle strategies fall flat and how to design one that performs, even with messy data, shrinking CRM opt-ins, and budget pressure. 🎙️ Anna Olofsson, Head of Marketing (Sweden & Finland) at Wolt 🎙️ Pia Jacobson, Apps Lead at Precis 🎙️ Stefania Casciari Carter, CMO at Precis Takeaways: - Retention isn’t a phase, it’s a growth lever - High-LTV users don’t come from discounts - CRM can’t fix poor onboarding or si
Still unsure how to build your personal brand on LinkedIn — especially in the AI era? In this episode of Connecting the Dots, we dive into thought leadership on LinkedIn. Our guests explore personal branding, the role of AI, and how internal creator programmes can drive serious commercial impact. 🎙️ David Blinov, CEO at Precis Finland and founder of The F Company 🎙️ Göran Hellman, Head of Nordics at LinkedIn Marketing Solutions 🎙️ Stefania Casciari Carter, CMO at Precis Takeaways Building a personal brand still works — and it drives measurable revenue AI can support content creation, but au
In this conversation, Stefania Casciari Carter, CMO at Precis, is joined by Lina Lundberg, Client Director and Strategist at Splay One, and Christina Descultu, Digital Media Specialist at Clas Ohlson. Together, they discuss all things TikTok marketing, emphasising the importance of community engagement, content creation, and understanding the platform's unique dynamics. They share insights on how brands can effectively succeed on TikTok, the significance of trends, and the need for a strategic approach to content that resonates with diverse audiences. The discussion also highlights the challen
Stefania Casciari, CMO at Precis, together with Cédric Menard, CMO of Ellos, and Dag-Yero Midtvåge Steen Diallo, Client Director at Precis, discuss the intricate relationship between branding and performance marketing. They explore how branding has evolved over the years, the importance of defining brand in the context of e-commerce, and the challenges of building brand loyalty in a rapidly changing market. The discussion also delves into practical strategies for branding, the significance of measurement, and how to navigate economic uncertainties while maintaining branding efforts. Ultimately
Most brands talk about diversifying their media mix. Soundboks is actually doing it! In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities. 🎙️ Carol Nachbaur – VP of Marketing at Soundboks 🎙️ Mickey Cavonius – Partner & CCO at Precis 🎙️ Simone Engbo Hansen – Global Content Lead at Precis Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning
In this debut episode of Connecting the Dots, we tackle the provocative question: Is SEO dead? With the rise of generative AI, many are questioning the future of search strategies. We sat down with Kristina Bergwall, SEO Lead at Precis, and Lucy Perrott, Head of Growth at Bannerflow, to explore these changes. We discuss the impact of AI on traditional SEO, the shift towards answer engine optimisation, and the importance of maintaining a broad digital footprint. Discover how to adapt your strategies to stay visible in an AI-driven world and why SEO is far from obsolete. Join us as we connect th
