Leading Lights: Women Redefining the Digital Advertising Landscape

In today’s fast-evolving digital and cultural landscape, brands must do more than speak—they must truly connect. In our latest Leading Lights series, Women Redefining the Digital Advertising Landscape, Mady Mitsoulas, Digital Media Manager, Pacific at Accor, shares her philosophy on building brand experiences that are emotionally aware, culturally relevant, and guided by data. Drawing from her extensive experience across APAC and EMEA, Mady underscores the importance of local nuance, genuine human insight, and continuous experimentation to ensure brand messaging resonates and creates meaningful, lasting impact across markets.

Redefining Global Brand Strategy

A brand’s basic principles and goals should always be consistent, but how they are communicated and adapt to local customs, media landscapes, and social dynamics is paramount. For me, placing real human experiences at the centre of everything is what drives and inspires brand building the most. The most successful strategies are based on understanding what drives various audiences, what matters to them, and how a brand can improve their lives in culturally and emotionally relevant ways. By letting these insights inform strategy and execution, brand messaging is guaranteed to connect rather than just translate. Ultimately, I’ve discovered that cross-market success occurs when cultural differences are welcomed as chances to create stronger, more meaningful bonds between consumers and the brand.

Where Brand Vision Meets Business Impact

Test and learn! In today’s quickly changing digital landscape, experimentation is essential, particularly given how quickly consumer attitudes are changing. I prioritise creating testing strategies that emotionally engage audiences and are backed by quantifiable data. This strategy helps connect brand vision and business impact through A/B testing, trying out new creative formats, or utilising real-time analytics in conjunction with AI-powered solutions. Experimentation should be part of your always-on strategy. By doing so, brands remain flexible, influential, and relevant by adopting a continuous testing mindset. If you learn and optimise correctly, this guarantees innovative storytelling connects to your audience and produces significant, measurable outcomes.

More about Mady

Mady is a marketing and client services professional specialising in digital advertising, strategic media planning, and brand partnerships. Her experience spans agency and brand-side environments throughout APAC and EMEA, supporting various industries and campaign objectives. She is currently working for a world-leading hospitality group, Accor, as the Paid Media Manager. Mady loves leading integrated campaigns and working with others, especially when there is an opportunity to try new things and achieve measurable success through performance methods and creativity.