Camphouse

A plan of record, drafted in seconds. Five channels, twelve line items, €1.4M allocated as briefed. Yours to adjust, then approve.

Ivar is the media agent built into Camphouse. Ask for a number, a plan or a reallocation. Answered from your plan of record, confirmed before acting.

One plan of record, every line item planned against actuals. Ask Ivar for Q3 Market A and get the number, the channel mix and Year-to-Go in seconds.

Should you focus on exclusivity, or on broad recognition? For luxury brands, this isn’t just a theoretical question. It’s a choice they revisit every season. Milan-based Giulia De Rosi leads global media at Pomellato, the jewelry brand. During the Camphouse Carpool at Cannes Lions, Jean-Daniel Germain asked her if she prefers focusing on exclusive, small-scale events or reaching a wider audience. Her answer was honest. Both, and it's a constant debate. "We do some niche activities, but then we are surprised that maybe some people don't know Pomellato has to be big. But we are also not Cartier." That last point sums up the challenge. If you’re not the biggest name, staying niche makes you desirable, but it may mean fewer people know you. Reaching a wider audience builds fame, but it can take resources away from your loyal fans. Pomellato’s solution is to let the calendar guide them. They focus on niche activities at certain times of the year and go broad when it makes sense, like the exhibition that filled Paris with Pomellato while we were in Cannes. And as she said with a smile, sometimes it just depends on what the boss wants. Giulia also shares her experience moving from ten years at Dentsu to working on the brand side, managing markets from the Americas to Asia, and explains why she thinks luxury is "the long tail of AI." Listen to the full episode on Spotify, link in comments below 👇🏽 #CarpoolSeries #Cannes2026 #MediaOps #MediaPlanning

We need to move beyond click-through rates. Joining us as a guest in our latest Camphouse Carpool Cannes episode is Mibbie Plouvier, Global Head of Programmatic at SAS Institute. Measuring programmatic results in B2B is uniquely challenging. A click only shows that someone took action, not whether they were interested. That’s why Mibbie’s team focuses on how much time people spend with the brand, valuing engagement quality over quantity. They use their own tools to track this. The conversation also focused on consistency. For fifty years, SAS has managed media buying in-house. They use a shared set of guidelines, so every market follows the same process. A strong ad keeps running, even after the team is tired of seeing it. "There's something beautiful about consistency. If you have a great ad, keep it running even if people get tired of it." Innovation may get attention, but consistency delivers results. Link to the full episode in the comments 👇🏼. #CarpoolSeries #Cannes2026 #MediaOps #MediaPlanning

"It's work. It's deep work. It's a real job." Lucie Guillerminet isn't talking about a campaign. She means the part you never see on a media plan: getting internal teams, outside partners, and lots of opinions to agree on one direction and stick with it. Episode 2 of Carpool is out now. We recorded it in a Pontiac at Cannes Lions with Jean-Daniel Germain, VP Marketing at Camphouse. Lucie led marketing for Match Group's Match/Meetic division (ex). She started in agencies, moved to media at Dentsu, then AB InBev, and later into tech. This background gives her a unique perspective on how a media background can make a difference. Her answer: it brings the media conversation to the beginning. We think from the start, from the creativity and the message, about how it will be amplified and shared. In just ten minutes, you'll also hear: → Why the trade-off between creative and media planning is really about budget first, not creativity. Production, creativity, and strategy all use the same budget as amplification. → Why having more data isn't useful unless it's comparable. "It's about getting all teams and plans on the same page so you can compare what you're doing. → Why just confirming delivery is only the starting point: "The most interesting thing is, what is the impact of what has been delivered? → What she learned about the long-term value of brands, and what Lucie found in tech when she expected everything to be fully trackable. → And the daily challenge she faces: balancing the need for immediate revenue with the slower process of building a brand. Full episode in comments below 👇🏼 #CarpoolSeries #Cannes2026 #MediaOps #MediaPlanning