For 50 years, the only things that have mattered in marketing are visibility and attention. That won't change in the next 50. At WPP Media, I've led teams of 40+ across 15 enterprise accounts and now drive client strategy, product development, and new business as Expert Lead. I built 6 AI-powered products around this single thesis: two already commercialised at WPP, four available to Catchlight subscribers.
Zajonc proved in 1968 that visibility creates preference. Simon showed attention is finite. Sharp demonstrated that mental availability drives market share. Binet proved brands with Share of Voice above Share of Market grow. These truths haven't changed in 50 years. They won't change in the next 50.
What changed is where visibility happens. It's no longer just Google. It's AI assistants, TikTok, Amazon, YouTube. And even when brands are visible, most ads fail to capture attention because they ignore the behavioral science that drives action. I built six products around these two pillars. Two commercialised at WPP Media. Four available to Catchlight premium subscribers.
Is AI recommending your brand? 32% of consumers now start product research with AI chatbots. This platform queries ChatGPT, Gemini, Perplexity and Claude across the full customer journey, scores technical AI readiness based on the Princeton GEO Study, and delivers a 100-point visibility score.
It started in a client meeting: "Are we visible where AI is sending people?" Nobody had a tool to check. So I built one. Within 6 months it was sold to 7 enterprise clients, had 20+ in the pipeline, and won a national innovation award. It's now WPP's primary tool for opening new client conversations.
Where are people actually searching? Aggregates demand across Google, Amazon, TikTok, YouTube, Instagram, and Pinterest. For one client, it revealed 26% of category searches happened on platforms where they had zero presence.
Are you winning the visibility war? Les Binet methodology with AI category detection. Weights rankings by actual CTR and business relevance. Adopted by both SEO and SEA teams at WPP.
When will demand spike? Correlates search volume with weather, news, and seasonal patterns. Six statistical models predict demand 30-180 days ahead, giving media teams a 2-week head start on budget allocation.
What are competitors saying, and where? Collects ad creatives from Google, Meta, LinkedIn, and TikTok transparency libraries, then uses Claude AI to analyse messaging themes, tone consistency, and cross-platform gaps.
Visibility gets you in front of the customer. Attention is what happens next. Your ad has fractions of a second to trigger recognition and drive action. That's not a creative problem. It's a behavioral science problem. Ancora pulls real competitor ads from Google Ads Transparency Center and scores each one against 30+ research-backed principles from Cialdini, Kahneman, Ariely, Thaler, and Shotton.
Six dimensions scored: Social Proof, Urgency, Authority, Specificity, Loss Aversion, Reciprocity. For each missing principle, actionable recommendations grounded in the original research. The framework draws from 38 behavioral science books and powers the Catchlight newsletter.
Behavioral science meets marketing intelligence. Weekly insights from Cialdini, Kahneman, and Sharp. Premium subscribers get live access to all four visibility products above.
Products prove I can build. These prove I can drive revenue.
Built the infrastructure, launched across 15+ market-language combinations, opened Eastern Europe from zero. Year 1: 8-figure revenue, 10× ROAS.
Built entire B2B performance infrastructure. Created first CRM-to-DSP pipeline. GTM for NL, ES, IT, all profitable in Q1.
Led GTM strategy for Germany launch. Optimised multichannel activation to exceed targets.
Measures brand presence across ChatGPT, Gemini, Perplexity, Claude. Full-funnel journey analysis with 100-point scoring.
Scores real competitor ads against 30+ behavioral science principles from Cialdini, Kahneman, Ariely, Shotton, Thaler.
Cross-platform demand distribution: Google, Amazon, TikTok, YouTube, Instagram, Pinterest. See where consumers actually search.
Les Binet methodology + AI category detection. Quality Visibility Index scoring with competitor benchmarking.
Demand prediction via search + weather + news correlation. 6 statistical models for 30–180 day forecasting.
Competitive ad intelligence from Google, Meta, LinkedIn, TikTok transparency libraries + Claude AI analysis.
"I worked with Mohamed at Foot Locker where he led our Paid Search and Paid Social Activity. He was incredibly knowledgeable, diligent and proactive. I'd highly recommend him!"
"Mohamed's ability to handle multiple projects for the whole e-commerce Team was unlike any I've seen before and made a dramatic increase in productivity."
"His knowledge and awareness of different technologies and ad platforms has allowed us to identify new opportunities quickly. He somehow found time to lead key innovation initiatives."
"Highly passionate and a true expert on all digital marketing topics. Working with Mohamed is fun, highly professional on all occasions."
"Mohamed has proven himself as an innovator by simultaneously opening the social media marketing area and launching very successful retargeting campaigns in EMEA."
"With him in the lead we were able to enter new channels and have new challenges. Working with Mohamed is a great deal of fun."
UNIR · Ongoing
Universidad Isabel I
Universidad de Barcelona
Universitat Oberta de Catalunya
VP Marketing, CMO, or Head of Marketing roles in the DACH region. Available for the right opportunity that values both strategic vision and technical execution.