Leading Through Transformation: How Marketcast’s Amy Fenton Builds Teams For The Future
Newly minted Marketcast CEO Amy Fenton believes great measurement starts with great people.
In an industry racing toward AI, real-time outcomes, and constant change, Fenton is focused on building a culture of curiosity, trust, and innovation—hiring talent unafraid of change and creating an environment where bold ideas thrive. Marketecture Media Co-Founder Jeremy Bloom sat down with her at Cannes Lions to discuss her leadership approach, Marketcast’s entertainment roots, and how the company is evolving to meet the demands of an AI-driven ad world.
Jeremy Bloom: What does Marketcast do, and what are you best known for?
Amy Fenton: Marketcast provides research across the entire advertising lifecycle—from early concept and copy pre-testing to in-market ad measurement. We’re best known for Brand Effect, a solution that’s been the market standard for nearly 20 years. It measures ad recall and breakthrough across linear, CTV, and digital and connects that recall to outcomes further down the funnel. That’s really our bread and butter.
Jeremy Bloom: You’ve spent your entire career in research. How did you get here?
Amy Fenton: I started at Procter & Gamble, where I learned brand-building and leadership fundamentals. Then I spent 20 years at Nielsen, focusing on retail measurement, innovation, and analytics. I worked across several markets—three years in Argentina and later in London—before moving to Ipsos as acting CMO and then Kantar to lead North American client services and deepen my work in ad effectiveness. I joined Marketcast two and a half years ago.
Jeremy Bloom: Where was Marketcast when you joined, and where is it headed?
Amy Fenton: We’re in a transformative pivot. We have best-in-class solutions and a wealth of data, but we’re evolving how we harness that data for partners—especially in a more AI-driven world. Our aim is to predict what makes a great ad and tie campaigns directly to real-time sales impact—not just clicks or traffic. That’s the “holy grail” of measurement.
Jeremy Bloom: How do you think about leadership as the company evolves?
Amy Fenton: Talent is our greatest asset. We’re building a culture of curiosity, innovation, and trust—hiring people who aren’t afraid of change and creating an environment where everyone understands the company’s direction and their own growth path. Leadership is about transparency and alignment, so our teams feel safe to take risks and contribute ideas.
Jeremy Bloom: There’s a lot of anxiety about AI replacing jobs. How do you see it?
Amy Fenton: We see AI as an enabler, not a replacement. It helps our researchers code data, ensure quality, process insights faster, and even identify brand placements automatically. That frees people to focus on higher-value work and creativity. Once employees experience that, they realize AI is making their jobs more rewarding—not less.
Jeremy Bloom: Marketcast is rooted in entertainment. How broad is your client base today?
Amy Fenton: Entertainment remains central to who we are—we still test trailers and consult with every major Hollywood studio—but we’ve expanded into auto, financial services, retail, CPG, QSR, and more. Those entertainment insights translate well into other verticals, helping brands understand creative effectiveness and outcomes across the board.
Jeremy Bloom: Outcomes seem to be a throughline in your work. Why are they so important?
Amy Fenton: Everything we do ties back to outcomes: proving what works, why it works, and how it impacts sales. That’s what excites me about Marketcast’s future—helping clients connect creativity to measurable business results.
