In our latest interview, we catch up with Beatrice Leblanc from Diginius to discuss her journey into the agency world, her role as a Senior Account Manager, and what the marketing landscape looks like in 2026.
Tell us about your role at Diginius and what you do?
At Diginius, my focus is helping independent agencies break through the plateau. I partner with them to scale their business across TikTok, Microsoft Ads, and programmatic. Plus, we leverage our proprietary software to give them a serious edge in the B2B space.
What was your experience leading up to this role?
With 10 years in the agency world, I’ve seen the paid media landscape change a dozen times over. As an Account Manager, I discovered that my real strength wasn’t just in managing campaigns, but in identifying the right solutions for a client’s unique challenges. I wanted a role that let me focus 100% on that high-level strategy and business development.
What are the main challenges agencies are facing at the moment?
The Talent Paradox: We’ve moved past the era of the “button-pusher.” Agencies are rethinking recruitment for juniors—we don’t need manual executors anymore; we need Automation Auditors. The challenge is training account managers to understand the “why” behind the mechanics so they can troubleshoot the AI when it drifts.
The “Permachallenge” Economy: Media plans no longer exist in a vacuum. Between regional conflicts and global recessionary pressure, Macro-Sensitivity is now a KPI. We’re helping agencies build “recession-proof” strategies that can pivot budgets in real-time based on geopolitical sentiment and shifting consumer confidence.
Creative as the New Targeting: Now that automation has essentially “solved” technical targeting, creative is the highest lever left to pull. We’re seeing a massive surge in hiring “Content Engineers» specialists who bridge the gap between data and short-form video. In 2026, your targeting is only as sophisticated as your visual hook.
How do you think the marketing sector has changed over the past 2 years?
The biggest operational shift? The close ‘death’ of the channel specialist. In 2026, the most valuable players aren’t the ones who can build a campaign manually; they’re the Strategic Orchestrators who can manage multi lever workflows. We’re seeing a rise in roles like ‘Director of AI Search’ because the lines between organic, paid, and AI-generated content have finally blurred into one single growth engine.
What role do you think data transparency plays in building stronger agency–client relationships?
It’s the foundational currency of the partnership. In the current market, we’re seeing two major shifts in how transparency dictates trust:
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De-commoditizing Fees: Many believe winning an RFP is a race to the bottom on price. In reality, it’s a war of comprehension. Agencies often lose trust because their fee structures are a “black box.” By being radically transparent about how fees are injected and how the service is architected, you move the conversation from “cost” to “strategic investment.” As David Ogilvy essentially argued, clients don’t fear high costs; they fear lack of value.
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The “Glass-Box” Performance Model: With AI and automation, it’s easy to manipulate “vanity metrics” to hide poor results. However, modern clients can smell “marketing bullshit” a mile away. The real value lies in collaborative diagnostics—educating the client on what went wrong and providing a clear remediation roadmap. Admitting failure with a tactical pivot builds more long-term equity than a “perfect” but questionable report.
In 2026, transparency is the ‘new targeting’ 😉 . If you aren’t providing clarity, you aren’t providing value.
Are there any clear opportunities you see that agencies are under utilising?
1. Creative Mapping (TOFU/MOFU/BOFU)
Agencies often treat “creative” as a one-size-fits-all asset. The missed opportunity is stage-specific mechanics. You shouldn’t use a “Buy Now” ad (BOFU) for someone who doesn’t even know they have a problem (TOFU). Agencies need to pitch creative as a psychological journey: Education at the top, Comparison/Trust in the middle, and Hard Proof at the bottom.
2. Precision “Clustering” of 1st Party Data
Simply having a mailing list isn’t a strategy. The win is in Behavioral Clustering. By segmenting your client’s 1st party data into clusters—like “High-LTV Whales” or “Discount Seekers”—you can build high-intent Lookalike audiences. It’s moving from “guessing who the customer is” to “cloning the best ones you already have.”
3. Server-Side Conversion
This is the most critical technical gap. Standard browser pixels are losing 20-30% of conversion data due to privacy updates. Agencies fail to explain that this isn’t just a “tracking issue”. If the ad platform only sees 70% of the sales, its algorithm is “starving.” Server-side tracking feeds the machine 100% of the data, making every dollar of ad spend significantly more efficient.
What has Diginius got coming up this year and in the future?
First whisper: Diginius is now fully multichannel — because growth doesn’t live in silos, and neither should you. Consider this your multi-touchpoint moment.
Second whisper: There’s a tool in the works. We can’t say much yet (legal’s watching 👁️), but let’s just say open internet buying is about to get a serious upgrade on Diginius Insight. More intel dropping soon. Very soon. Watch this space.
Third whisper (the big one): We’ve quietly launched a managed service entity that’s already helping agencies unlock Netflix and Prime Video inventory with retail audiences. Yes, you read that right. Performance TV + retail data + our buying power = a very unfair advantage for our partners.
