Issue 08 · 3 July 2026 · Freshly compiledCPC index +4.2% · Impression share −1.8%
SECTION · 04

Conversations — heads
of paid, at length.

Every issue we sit down with two heads of paid — sometimes a media planner, occasionally a marketing director who has come up through paid — and record the conversation for at least an hour. The transcripts are lightly edited but not reordered. If a subject wants to be anonymised, we anonymise. If they want to be named, we name.

Interview 1
CONVERSATION · 63 MIN

"I don't touch the bid anymore."

The head of paid at a fintech scale-up walks through what he actually does with his week now that the platforms have taken the bid lever away.

Ruaridh Kastanis · 15 minread →
Interview 2
CONVERSATION · 51 MIN

The paid lead who runs no Microsoft Ads. She has reasons.

A challenger retail brand has, deliberately, no active Microsoft Ads presence. Her reasoning — commercial, operational, slightly heretical.

Priya Fenella-Moreau · 12 minread →