Gabe Leydon is a fox-like marketer. He was co-founder and CEO of the global mobile games developer, Machine Zone, the company behind major hits like Game of War: Fire Age and Mobile Strike. Gabe is critical of the advertising industry’s lack of accountability and measurement. He invested heavily in sales activation, and was careful and sophisticated about measuring the performance of its digital advertising on the 300 different digital channels it distributes its gaming apps.

But his testing and measuring mentality led him to also invest in brand building too. He believed that for his business, it takes an orchestrated effort across television and digital “You can’t just do TV. You have to do really well on the digital side in order to make it work”.

When asked about his TV advertising, which feature celebrities such as Arnold Schwarzenegger, Kate Upton and Mariah Carey, he explained that “Machine Zone’s been big in the digital ad space for a while. I don’t think anybody knew, even when we were blasting out ads—I don’t know if the general public knew what Game of War was. But as soon as you go on TV, people think it’s a brand. It’s weird. Even though digital is way, way bigger than television. There’s just something that happens as soon as you go on TV”.