An engineer by trade, Alex Collmer has made a career living at the intersection of technology, design, and consumer entertainment. In his role as Founder and Executive Chairman of Vidmob, Alex leverages artificial intelligence (AI)-based software that improves creative and media performance by helping brands and agencies derive their own insights and ensure that those learnings are applied across all flighted media.

On this episode of the On Scope podcast, Alex joins host Mike Berberich in ANA studios to discuss how marketers can survive the coming wave of AI-powered “infinite creative” by harnessing their brand’s proprietary creative data. During their conversation, Mike and Alex covered a ton of fascinating topics, including:

• Where the competitive advantage will lie in a media landscape in which the playing field has been leveled by an abundance of data insights
• The definition of infinite creative and why Alex believes it will soon overwhelm modern marketing workflows
• Where the line between proprietary data advantage ends and shared industry intelligence begins
• How brand marketers using off-the-shelf AI tools can start building their own proprietary creative sources

On “The Winner’s Circle,” Mike and show producer Ryan Dinger discuss a new B2 Award Case Study on FIS’s “Money in Harmony” campaign, which was the 2026 B2 Awards Gold Winner in the Video Marketing category. Mike and Ryan cover what they loved about this campaign — which envisioned a dystopic world in which FIS no longer existed — including how the brand landed on a great idea and then went bold with it, rather than aiming for bold and then landing on the idea. You can check out the full slate of 2026 B2 Award Case Studies by visiting www.ana.net/B2casestudies.

Whether it be AI creative powered by data or groundbreaking creative, the marketing industry is always moving forward. If you’d like to be one of the engines driving that progress, then you need to consider becoming a partner through the ANA’s sponsorship program. To learn more about how your company can invest in the future of marketing, visit us at www.ana.net/sponsorship.

Have an idea for a guest or topic you'd like to see On Scope? Let us know by emailing onscope@ana.net.

In her role as Global Chief Strategy Officer at Gain Theory, Karen Kaufman has mastered the art and science of leveraging data insights across strategy, measurement, and optimization to help brand partners maximize the return on their marketing investments.

On this episode of the On Scope podcast, Karen joins host Mike Berberich in ANA studios to crack the code on effective marketing measurement and modeling, with a particular focus on clarifying what exactly MMM is and what is needed to make it effective.

During their conversation, Mike and Karen cover a lot of ground related to the measurement renaissance, including:

• The warning signs that will tell marketers they’re using the wrong measurement model.
• How to validate whether a measurement model is producing useful insights or simply generating interesting reports.
• The best ways to build confidence in measurement across the entire organization.

On “This Week in ANA Magazine,” magazine editor Matthew Schwartz joins Mike to discuss a new op-ed from Lenovo’s Rick Corteville on why principal media is under increasing scrutiny from brand partners. Mike and Matthew get into some key takeaways from the piece and provide recommendations for marketers to exercise effective oversight with their media agency partners.

Whether it’s advanced measurement models or more complicated media buys, the marketing industry is always moving forward. If you’d like to be one of the engines driving that progress, then you need to consider becoming a partner through the ANA’s sponsorship program. To learn more about how your company can invest in the future of marketing, visit us at www.ana.net/sponsorship.

Have an idea for a topic or guest you'd like to see On Scope? Let us know by emailing onscope@ana.net.

From commercial sets to global newsrooms, tech-integrated builds and large-scale experiential activations, Roma Ahi has ample experience working across formats, continents, and cultures. In her role as president at Makers — a producer-led media company — she helps shape what’s next by investing in what matters most: people, process, and purpose.

On this episode of On Scope, Roma joins host Mike Berberich to break down how brands can maximize ROI when engaging consumers IRL. The duo covers a lot of valuable ground, including:

• How marketers can “de-risk” their experiential activations without diluting the elements that will make the event attractive to consumers.
• How marketers can approach both measuring the success of their experiential activations and also turn those activations into a data goldmine.
• The key steps marketers must take to maximize the value of the event after it has ended.

On “Marketing News You Might Have Missed,” producer Ryan Dinger joins Mike to discuss a MediaPost report on Heineken’s new “Pubscription” service, an application created in collaboration with Amazon’s Fire TV allows subscribers to search for nearby pubs and invite friends to meet up. Mike and Ryan share the reasons why they find the activation to be bold and brave and speculate on the secondary benefits such an effort might provide to the Heineken brand.

IRL experiences may be rising in popularity, but marketers still need to make sure they’re leveraging AI to the best of their abilities to get the most out of these types of activations. For that reason, you need to check out the ANA’s Generative AI Essentials for Marketers Certificate Program. This series of six focused courses gives you exactly what you need to keep up with AI, including real-world practitioner experience that you can apply directly to your own work. Best of all, completing the courses will only take you 90 minutes. To learn more and register, visit us www.ana.net/AICert26.

Have a topic or guest that you'd like to see on an episode of On Scope? Let us know by emailing onscope@ana.net