We Are Social — Amazon & PortfolioMusic / Tech / Finance · EMEA Paid MediaTwist engagementTwist as EMEA Paid Media Director across Amazon, Chase and Global Media.
We Are Social brought Twist in to run paid media across an EMEA portfolio — Amazon Music, Amazon Leo, Global Media (LBC, Capital), ISP, Chase Bank and JPMI — and to lead the paid workstream on new-business pitches. We embedded as the senior paid operator, standardised the planning layer across accounts, and used paid to win and grow flagship clients.
Won
2×
6
EMEA
The hurdle
We Are Social needed senior EMEA paid media leadership across a complex portfolio — Amazon Music's always-on artist and product campaigns, Global Media's radio brands (LBC, Capital), and financial services accounts like Chase and JPMI — all with different KPIs, planning cycles, and stakeholder maps.
On top of the in-flight work, the agency needed paid leadership on active new-business pitches. Paid had become the differentiator in competitive reviews, and the team needed a senior operator who could front the story to a CMO and back it up in detail to a media director.
What we changed
We embedded as EMEA Paid Media Director, owning strategy, planning and buy across the portfolio. We standardised the planning approach and reporting layer so the agency leadership could see performance and pacing in one view rather than six.
On Amazon Music we built always-on / moment-led plans coordinated across artist marketing and product moments. On Global Media, we restructured the buying approach to match the rhythm of the radio brands, which unlocked the case for doubling spend.
New business wins
On new business, we led the paid workstream on the Deliveroo pitch (won) and rebuilt the paid story for the Global Media renewal — which doubled the account's spend with the agency. The paid narrative — measurement model, channel logic, and a clear scaling plan — was the part the room kept coming back to in both rooms.
How it runs now
The portfolio operates on a shared planning and reporting backbone; senior paid sits in agency leadership meetings as a peer of strategy and creative. The same operator pattern-matches across Amazon, Chase and Global Media, which is what keeps surfacing moves a single-account specialist would miss.
Senior paid leadership compounds —
A single senior operator across a portfolio is worth more than a specialist per account — pattern-matching across Amazon, Chase and Global Media surfaced moves none of those accounts would have found alone.
Paid wins new business —
In pitches against full-service agencies, the team with a defensible paid story and measurement framework wins. Deliveroo proved that out.
One reporting layer beats six —
Standardising planning and reporting across the portfolio compressed leadership review time and made the cross-account moves visible — which is where most of the upside actually lives.
Want results like this?
30 minute fit call. We'll come back within a week with a ready to go plan built around your numbers.