The Futures & Co

Strategy, technology and operations, connected.

I work with brands, agencies and media organizations on marketing, media, AI and growth, after running global media for various Fortune 100 and 500 clients. You can see some of them below.

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Selin Cebeci, founder of The Futures & Co
Selin CebeciFounder, The Futures & Co. Twenty years at WPP and Omnicom.
Brands I have worked with American AirlinesUberDellVMwareIndeedBrand USAWarner Bros.GSKMerck P&GPepsiCoMercedesVWAudiPorscheSeatVodafoneShell
Services

Start with the problem.

My work starts with your business and marketing challenges, not a menu of deliverables. Here are some of the problems clients most often come to me to solve.

01 We want AI to make a real difference. Training your people, reviewing what leadership can automate, agent prototypes. 02 We have data but no answers. Data into insight, new ways of looking at it, competitive intelligence, test plans. 03 We're launching something new. Consumer insight before you build, a go to market plan in media, test plans before you commit. 04 We're entering a new market. Market and consumer understanding, an entry plan, local partner strategy, budget priorities by market. 05 How we're set up isn't working. Team structure, central planning with local nuance, budget allocation, operating model. 06 We're choosing tools or partners. Scorecards, RFI and RFP support, platform deals. 07 We want to win or grow business. Pitch support, content and answer engine strategy, partnerships, influencer choices. 08 Need something outside this list? I work with a network of specialists, including AI engineers, event managers and content writers. If the right answer isn't mine to give, I will say so and help you find the right person.

Where do we start?

Tell me what is going on, in a sentence. A rough version is fine.

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Track record

Selected work from current and past clients.

Kept anonymous and categorized by type of work delivered. More information can be shared on a call.

Built from scratch AI Partnerships Global leadership Measurement & insights Activations Technology
Built from scratch MediaCom's first digital department built from scratch in Istanbul Consumer goods · Auto · Telecom · Energy Built from scratch MediaCom's US office established in New York Travel · Technology Built from scratch First global centralized planning and buying hub, and a global performance marketing and measurement hub, built in New York Travel · Technology Built from scratch Global experimentation program built across North America, LATAM and EMEA Technology AI Four AI prototypes built, from strategy to business case: an investment optimizer, reporting automation and two insight assistants Technology AI AI creative scoring tools tested Technology AI Custom bid optimizer tested Technology AI Three executive AI trainings delivered for marketing leaders Across sectors AI Agency workflow designed to increase efficiency in an independent agency Media agencies AI Content strategy and answer engine optimization advised for a retail brand Retail AI Competitive data advice given to a pet food brand Consumer goods Partnerships Joint business partnerships negotiated with Google, Meta, The Trade Desk, Spotify, Reddit, X, Pinterest, Amazon, TikTok and Snap Technology Partnerships Google Flights partnership set up to capture limited travel demand during COVID Travel Partnerships Arrivalist partnership built to create attribution for destination marketing organizations Travel Partnerships Content partnership with Vice Magazine to promote a destination's food scene Travel Partnerships Commercial terms and performance accountability set with major platforms, with partnerships growing year on year Technology Partnerships New global media services designed and offered, growing an airline's annual relationship with the agency Travel
Background

The person behind the work.

Selin Cebeci

Independent, after twenty years at WPP and Omnicom.

I work independently with brands, agencies and media organizations. I see marketing and media as one connected ecosystem, and I bridge strategy, technology and operations to drive real performance improvement.

Before going independent, I spent 20 years at WPP and Omnicom leading global brands through digital media transformation, from joint business partnerships to automation, measurement and ad-tech selection.

LinkedIn Instagram @thefuturesco
Book and newsletter

Where I think out loud.

Cover of Simultaneous Change by Selin Cebeci
The book

Simultaneous Change

Sixty leaders and thinkers answer the same eleven questions about change. A snapshot of a world in motion, built on one idea: the future is human-made.

Find it on Amazon

Media & AI Newsletter

What changed in AI and media, and what it means for marketers.
Contact

Get in touch.

Let's talk.

Pick a time that suits you. We can meet, or just exchange ideas.

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Tell me what you're trying to fix

A short note is enough. I will reply with a few questions, or a time to talk.