Growing awareness and consideration
Founded in 2012, SumUp is a financial technology company serving more than four million small merchants in 38 markets with payments, point of sale, and business accounts and cards.
Embedded in the brand team, we planned and bought the paid media that supported SumUp’s above-the-line campaigns: YouTube and online video, Meta (Facebook and Instagram) and TikTok, across five European markets. The work covered creative consultancy, media strategy, planning, buying, execution and measurement.
The goal was to increase awareness and consideration of SumUp’s key business products, with paid media extending the reach of the ATL campaigns. Measurement looked beyond ad delivery to whether campaigns changed what people knew about SumUp and whether they would consider its products.
Creative consultancy and media planning shaped campaigns around key business products. Channel mix and budgets were set per market across YouTube, Meta and TikTok, with awareness, recall and consideration goals agreed before launch.
Media planning and campaign delivery involved coordinating with copy, creative, production, tracking and campaign teams, alongside the advertising platforms. Media buying processes were improved to clarify creative, ad copy and setup requirements, making dependencies across teams easier to manage and delivery more efficient.
Brand lift studies ran on YouTube, Meta and TikTok with the same question set, so results could be compared across platforms and markets and against category benchmarks.
Multi-cell tests on Meta, TikTok and Google compared a holdout with people who saw performance campaigns only and people who saw the full funnel, brand and performance together. The difference between the two exposed groups showed what the brand campaigns added.
Brand awareness and consideration increased across European markets. Brand studies provided a consistent basis for assessing campaign results.
The team gained a clearer view of which campaigns were driving results and where changes were needed. Findings shaped investment decisions for future campaigns.
Media buying processes for creative, ad copy and campaign setup were improved to make the work more efficient.
I had the pleasure of working alongside Thomas, and I can genuinely say he is one of those rare colleagues who brings both strategic vision and hands-on execution to the table. He is incredibly knowledgeable, always bringing thoughtful perspectives and well-grounded expertise to every challenge. What sets him apart is how approachable and collaborative he is — no matter the situation, he makes working together feel effortless.
His communication skills are outstanding; he has a natural ability to bring clarity to complex topics and keep everyone aligned. Highly recommend working with him!
MeasureLift · Paid media and measurement