Advertising Creative Digital Featured Marketing Opinion Podcast

posted on Jun. 02, 2025 at 11:00 amJun 2, 2025

Podcast: Spiro’s Virginia Ocampo: ‘Move from events to strategic experiences’

posted on Jun. 02, 2025 at 11:00 amJun 2, 2025

Spiro's Virginia Ocampo talks to Campaign Middle East about leading with strategy to create meaningful experiences that build brand equity.

https://www.youtube.com/watch?v=TwBV7lwFKYk

On the latest episode of Campaign Middle East’s On The Record podcast, Virginia Ocampo, the Director of Global Strategy at Spiro, discusses how to build meaningful, experiential strategies, ensuring cultural relevance, brand safety and consistency in global brand positioning while leaning into data analytics and AI-led consumer behaviour insights.

Beginning the conversation, Ocampo said, “Artificial intelligence and LLMs are just tools that permit us to derive insights from raw data. Those insights then inform a strategy that guides the direction of specific brand experiences. We don’t jump into tactics, because tactics without strategy ar

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:AI Anup Oommen Artificial Intelligence Brand Experiences brand safety Campaign Middle East communities Connections Consistency Consumer behaviour creative direction Cultural Relevance data data analytics design Engagement experiential strategies experiential strategy frameworks Gravity Index impact Insights On The Record podcast Spiro Strategy Training video podcast Virginia Ocampo

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.