Guest
Alex Collmer
Founder & Executive Chairman, Vidmob
A technology and creativity entrepreneur who founded Vidmob to make creative measurable and treat data as the real competitive edge.
About
Alex Collmer is the founder and executive chairman of Vidmob, the creative data company he built to help brands understand not just whether an ad works but why. He sits on Meta's Global Creative Council and on the media and data board of the MMA, and he is a persistent advocate for treating creative as measurable, high-leverage investment.
Collmer co-built a video game business with two other people. As the way it advertised moved from television to digital channels like Facebook, he saw the web turning from static text and images to video, and reasoned that the friction of making content for the new medium was a business opportunity. Disillusioned with spending his time entertaining 14-year-olds, he wanted more meaningful work and believed creativity would be one of the areas technology protected. He founded Vidmob as a marketplace matching creative talent with businesses that needed it.
Over time Vidmob grew into a creative data platform, and over the last 12 months Collmer reorganised it around a framework he calls Vidmob 360, launching its managed connection layer in June to become an enabler rather than an end product. He describes the company's work with brands including Coca-Cola, which he calls one of the earliest adopters of creative data, and Kroger. His argument throughout is that the AI models everyone obsesses over are commodities, and that a brand's proprietary creative data is the real advantage.
Career20 years
- 2025 to now Vidmob Founder & Executive Chairman
- 2023 to now Meta Global Creative Council
- 2023 to now MMA Global Board Member, Executive Committee, Media & Data
- 2015 to 2025 Vidmob Founder & CEO
Show earlier roles: Ad Council, Autumn Games
- 2022 to 2024 Ad Council Board Member
- 2006 to 2024 Autumn Games CEO, Co-Founder
How Alex thinks3 convictions
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Brand compounds over time
Collmer rejects the idea that performance has settled the brand debate. Citing MMA research, he argues that money put into brand today returns as performance multiples two to four quarters later. His claim is that a good CMO wins that boardroom argument with the CFO precisely because the long-term maths favours brand.
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Content glut kills memorability
As generative and creator content floods every channel, Collmer believes volume is its own trap. Without purposeful brand building, he argues, performance output becomes invisible noise to the human eye. The answer he champions is compound branding, thousands of pieces of content operating in concert around a single purpose.
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AI does not make talent
Collmer compares AI to the printing press: it lets more people produce more, but it does not raise the ceiling of craft. The people who stand out, he argues, use commonly available tools in uncommon ways, while those who type make me an ad get what they deserve. He warns that leaning on the tools too hard erodes the very skills that differentiate.