• by Barbie Romero , June 10, 2025

Learn about Alexis Gossard, Senior Manager, Media Strategy from Bayer as she lets us know her favorite tentpole sports event, media channels, and more.

Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.

Alexis Gossard, Senior Manager, Media Strategy, Bayer: 

• Performance or Brand: BRAND! Can’t have strong performance if your brand doesn’t have strong equity and awareness!

• Always test or Stick to what works: Always test! Even if small, there is always room to improve. Progress not perfection!

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  Social Video or CTV: Both? In a world where consumers are bombarded with messages, it is best to have multiple touchpoints to increase incremental reach and drive performance!

• Super Bowl or World Cup: Tricky! Depends on the brand! Super Bowl has proven to be a successful tactic for a few Bayer brands, so I would lean to the big game! (plus closer to my birthday! Haha)

• Working with big creators or micro influencers: Combos are definitely best, but if budgets are tight, micro influencers can build trust and authenticity with key audience groups to help a brand build relevancy.

• AI or Human Touch: As a human myself, partial to human touch. Media is an art and a science after all.

• Working with an in-house agency or external agency: As a member of an in-house agency, obviously my top choice. Closer to understand a brand’s goals, challenges and business performance that can really help craft unique opportunities within the media plan!

 If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.