{"id":343770,"date":"2025-12-14T13:35:06","date_gmt":"2025-12-14T13:35:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/powering-peak-season-success-partner-qa\/"},"modified":"2025-12-14T13:35:06","modified_gmt":"2025-12-14T13:35:06","slug":"powering-peak-season-success-partner-qa","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=343770","title":{"rendered":"Powering peak season success: Partner Q&#038;A"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div data-cmp-data-layer=\"{&quot;text-e57ce3e8ae&quot;:{&quot;@type&quot;:&quot;microsoftadsprogram\/components\/text&quot;,&quot;repo:modifyDate&quot;:&quot;2025-11-28T10:34:52Z&quot;,&quot;xdm:text&quot;:&quot;&lt;p&gt;As we head into the busiest weeks of the year, we caught up with\u200b\u200b\u00a0Arcane\u2019s\u00a0France team to learn how they plan, perform and pivot during peak.\u00a0Arcane is a Paris-based digital marketing agency, activating clients' data to provide bespoke responses to their growth issues.\u00a0Sharing their peak perspectives this month are Antoine Jean,\u00a0\u200b\u200bmedia director, who brings structure (and a bit of\u00a0humor) to the busiest moments, and Elo\u00efse Benard,\u00a0\u200b\u200bsenior media expert and Microsoft Champion, who supports the team with performance\u00a0expertise\u00a0and platform\/beta\u00a0know-how.&lt;\/p&gt;\\r\\n&lt;p&gt;Below are the highlights of our conversation, condensed and edited for clarity, with practical takeaways you can put to work today.&lt;\/p&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: What does peak\u00a0mean\u00a0for your business, and when do you start planning?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Elo\u00efse: Peak is a Q4 rhythm for us,\u00a0planning\u00a0in September, then a performance focus through November to December. We ramp communication early so clients know what to\u00a0expect\u00a0and we can set the right targets and budgets.&lt;\/p&gt;\\r\\n&lt;p&gt;Antoine: Yes, we treat it as a full-quarter cycle: prepare, execute, and\u00a0optimize. The goal is to be ready for volatility and to act fast when opportunities appear.&lt;\/p&gt;\\r\\n&lt;p&gt;Elo\u00efse: We need to be even more present for our clients than usual given how important this period is. It requires proactive communication, clear\u00a0actions\u00a0and clarity over the strategy we implement.\u00a0&lt;\/p&gt;\\r\\n&lt;p&gt;Antoine: Peak is also the second-to-last month of the year. Teams are busy with clients, eager to complete projects and roadmaps before the year ends. It\u2019s\u00a0essential for us to stay well organized and know how to prioritize from an operational standpoint in this period too.&lt;\/p&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: How do you use AI and automation during peak?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Elo\u00efse: Smart bidding is our baseline to manage targets and capture opportunities without daily manual tweaks. We also\u00a0leverage\u00a0AI for creative asset generation and use tools like Performance Planner to model budgets and outcomes.&lt;\/p&gt;\\r\\n&lt;p&gt;Antoine: AI frees up time to focus on strategy and rapid response during high-traffic moments. For\u00a0example,\u00a0I can use seasonal adjustments to send positive or negative signals to\u00a0the algorithms\u00a0and adjust my\u00a0spending quicker.\u00a0&lt;\/p&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: How do you balance brand and performance in a shorter funnel?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Elo\u00efse: We\u00a0design for\u00a0sales while protecting brand clarity. Even when performance is\u00a0the\u00a0priority, messaging should still support the brand. While hitting targets and being progressive is key, it\u00a0shouldn\u2019t\u00a0come as a cost to the brand.\u00a0&lt;\/p&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: What insights from last peak changed your approach this year?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Elo\u00efse: There is so much value in looking back at past performance to manage budgets and targets. Lean on historical data to forecast and set realistic targets, be ready to increase budget and\u00a0bids\u00a0on unexpectedly strong days.&lt;\/p&gt;\\r\\n&lt;p&gt;We spend time analyzing what our competitors did and learning from that. We look at what they did in the previous year, especially budget ramps in the days before\u00a0peak, and use that to decide where to be more aggressive such as raising bids or\u00a0share\u00a0of voice as needed.\u00a0&lt;\/p&gt;\\r\\n&lt;p&gt;Antoine:\u00a0Perhaps most importantly, data from peak periods almost always shows that peaks are not a steady state, there are surprise highs and lows. We now build flexibility into our plans which allows our teams to act fast on unexpected upticks without waiting for manual approvals, supported by our \u2018prepare, execute, optimize\u2019 Q4 cycle.&lt;\/p&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: What\u00a0are\u00a0your top three peak best practices?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Antoine:&lt;\/p&gt;\\r\\n&lt;ol&gt;\\r\\n&lt;li&gt;&lt;p&gt;Be organized:\u00a0Maintain\u00a0an updated calendar and a clear to-do list for the whole month, not just the week.&lt;\/p&gt;\\r\\n&lt;\/li&gt;\\r\\n&lt;li&gt;&lt;p&gt;Anticipate client needs: Schedule regular check-ins (e.g., weekly calls) and pre-agree on decision rights and escalation paths.&lt;\/p&gt;\\r\\n&lt;\/li&gt;\\r\\n&lt;li&gt;&lt;p&gt;Plan for agility: Use performance planning and AI to set budgets and targets but stay ready to pivot when the data shifts.&lt;\/p&gt;\\r\\n&lt;\/li&gt;\\r\\n&lt;\/ol&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: What advice would you give someone\u00a0planning\u00a0their first peak campaign?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Elo\u00efse: Start with the basics and\u00a0establish\u00a0clear ownership, deadlines, and a concise task list for each campaign. Next, build your \u2018ready\u2019 state including pre-approved creatives, bid strategies, and contingency plans for high-traffic days. And finally, keep\u00a0the communication\u00a0open with your client! Regular, proactive communication reduces friction and supports fast decisions.&lt;\/p&gt;\\r\\n&lt;h2&gt;&lt;b&gt;&lt;span class=\\&quot;h3-semibold\\&quot;&gt;Q: What is one of your proudest peak moments?&lt;\/span&gt;&lt;\/b&gt;&lt;\/h2&gt;\\r\\n&lt;p&gt;Elo\u00efse: Delivering three of the best e-commerce performance days ever for a client, after a tough year, was a real turning point and a boost for the year ahead!&lt;\/p&gt;\\r\\n&lt;p&gt;Antoine: Last year, with the team we managed to successfully onboard a new client -\u00a0French\u00a0top advertiser, in\u00a0November\u00a0while being able to manage all their peak season offers and requests) challenging but satisfactory afterwards!&lt;\/p&gt;\\r\\n&lt;p&gt;Discover strategies to drive success this Holiday season and learn how to Celebrate Smarter with Microsoft Advertising\u2019s 2025 Holiday Playbook.\u00a0&lt;a href=\\&quot;https:\/\/about.ads.microsoft.com\/content\/dam\/sites\/msa-about\/global\/common\/content-lib\/pdf\/the-advertisers-holiday-performance-playbook.pdf?s_cid=gl-ob-gct-web-src_msaweb-sub_blog-cam_partnerseries-flx_qanda\\&quot; data-bi-cn=\\&quot;Download your copy today\\&quot; target=\\&quot;_blank\\&quot;&gt;Download your copy today&lt;\/a&gt;.\u00a0&lt;\/p&gt;\\r\\n&quot;}}\" id=\"text-e57ce3e8ae\">\n<p>As we head into the busiest weeks of the year, we caught up with\u200b\u200b\u00a0Arcane\u2019s\u00a0France team to learn how they plan, perform and pivot during peak.\u00a0Arcane is a Paris-based digital marketing agency, activating clients&#8217; data to provide bespoke responses to their growth issues.\u00a0Sharing their peak perspectives this month are Antoine Jean,\u00a0\u200b\u200bmedia director, who brings structure (and a bit of\u00a0humor) to the busiest moments, and Elo\u00efse Benard,\u00a0\u200b\u200bsenior media expert and Microsoft Champion, who supports the team with performance\u00a0expertise\u00a0and platform\/beta\u00a0know-how.<\/p>\n<p>Below are the highlights of our conversation, condensed and edited for clarity, with practical takeaways you can put to work today.<\/p>\n<h2><b><span class=\"h3-semibold\">Q: What does peak\u00a0mean\u00a0for your business, and when do you start planning?<\/span><\/b><\/h2>\n<p>Elo\u00efse: Peak is a Q4 rhythm for us,\u00a0planning\u00a0in September, then a performance focus through November to December. We ramp communication early so clients know what to\u00a0expect\u00a0and we can set the right targets and budgets.<\/p>\n<p>Antoine: Yes, we treat it as a full-quarter cycle: prepare, execute, and\u00a0optimize. The goal is to be ready for volatility and to act fast when opportunities appear.<\/p>\n<p>Elo\u00efse: We need to be even more present for our clients than usual given how important this period is. It requires proactive communication, clear\u00a0actions\u00a0and clarity over the strategy we implement.\u00a0<\/p>\n<p>Antoine: Peak is also the second-to-last month of the year. Teams are busy with clients, eager to complete projects and roadmaps before the year ends. It\u2019s\u00a0essential for us to stay well organized and know how to prioritize from an operational standpoint in this period too.<\/p>\n<h2><b><span class=\"h3-semibold\">Q: How do you use AI and automation during peak?<\/span><\/b><\/h2>\n<p>Elo\u00efse: Smart bidding is our baseline to manage targets and capture opportunities without daily manual tweaks. We also\u00a0leverage\u00a0AI for creative asset generation and use tools like Performance Planner to model budgets and outcomes.<\/p>\n<p>Antoine: AI frees up time to focus on strategy and rapid response during high-traffic moments. For\u00a0example,\u00a0I can use seasonal adjustments to send positive or negative signals to\u00a0the algorithms\u00a0and adjust my\u00a0spending quicker.\u00a0<\/p>\n<h2><b><span class=\"h3-semibold\">Q: How do you balance brand and performance in a shorter funnel?<\/span><\/b><\/h2>\n<p>Elo\u00efse: We\u00a0design for\u00a0sales while protecting brand clarity. Even when performance is\u00a0the\u00a0priority, messaging should still support the brand. While hitting targets and being progressive is key, it\u00a0shouldn\u2019t\u00a0come as a cost to the brand.\u00a0<\/p>\n<h2><b><span class=\"h3-semibold\">Q: What insights from last peak changed your approach this year?<\/span><\/b><\/h2>\n<p>Elo\u00efse: There is so much value in looking back at past performance to manage budgets and targets. Lean on historical data to forecast and set realistic targets, be ready to increase budget and\u00a0bids\u00a0on unexpectedly strong days.<\/p>\n<p>We spend time analyzing what our competitors did and learning from that. We look at what they did in the previous year, especially budget ramps in the days before\u00a0peak, and use that to decide where to be more aggressive such as raising bids or\u00a0share\u00a0of voice as needed.\u00a0<\/p>\n<p>Antoine:\u00a0Perhaps most importantly, data from peak periods almost always shows that peaks are not a steady state, there are surprise highs and lows. We now build flexibility into our plans which allows our teams to act fast on unexpected upticks without waiting for manual approvals, supported by our \u2018prepare, execute, optimize\u2019 Q4 cycle.<\/p>\n<h2><b><span class=\"h3-semibold\">Q: What\u00a0are\u00a0your top three peak best practices?<\/span><\/b><\/h2>\n<p>Antoine:<\/p>\n<ol>\n<li>\n<p>Be organized:\u00a0Maintain\u00a0an updated calendar and a clear to-do list for the whole month, not just the week.<\/p>\n<\/li>\n<li>\n<p>Anticipate client needs: Schedule regular check-ins (e.g., weekly calls) and pre-agree on decision rights and escalation paths.<\/p>\n<\/li>\n<li>\n<p>Plan for agility: Use performance planning and AI to set budgets and targets but stay ready to pivot when the data shifts.<\/p>\n<\/li>\n<\/ol>\n<h2><b><span class=\"h3-semibold\">Q: What advice would you give someone\u00a0planning\u00a0their first peak campaign?<\/span><\/b><\/h2>\n<p>Elo\u00efse: Start with the basics and\u00a0establish\u00a0clear ownership, deadlines, and a concise task list for each campaign. Next, build your \u2018ready\u2019 state including pre-approved creatives, bid strategies, and contingency plans for high-traffic days. And finally, keep\u00a0the communication\u00a0open with your client! Regular, proactive communication reduces friction and supports fast decisions.<\/p>\n<h2><b><span class=\"h3-semibold\">Q: What is one of your proudest peak moments?<\/span><\/b><\/h2>\n<p>Elo\u00efse: Delivering three of the best e-commerce performance days ever for a client, after a tough year, was a real turning point and a boost for the year ahead!<\/p>\n<p>Antoine: Last year, with the team we managed to successfully onboard a new client &#8211;\u00a0French\u00a0top advertiser, in\u00a0November\u00a0while being able to manage all their peak season offers and requests) challenging but satisfactory afterwards!<\/p>\n<p>Discover strategies to drive success this Holiday season and learn how to Celebrate Smarter with Microsoft Advertising\u2019s 2025 Holiday Playbook.\u00a0<a href=\"https:\/\/about.ads.microsoft.com\/content\/dam\/sites\/msa-about\/global\/common\/content-lib\/pdf\/the-advertisers-holiday-performance-playbook.pdf?s_cid=gl-ob-gct-web-src_msaweb-sub_blog-cam_partnerseries-flx_qanda\" data-bi-cn=\"Download your copy today\" target=\"_blank\" rel=\"noopener noreferrer\">Download your copy today<\/a>.\u00a0<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>As we head into the busiest weeks of the year, we caught up with\u200b\u200b\u00a0Arcane\u2019s\u00a0France team to learn how they plan, perform and pivot during peak.\u00a0Arcane is a Paris-based digital marketing agency, activating clients&#8217; data to provide bespoke responses to their growth issues.\u00a0Sharing their peak perspectives this month are Antoine Jean,\u00a0\u200b\u200bmedia director, who brings structure (and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":343771,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[18677,4327,9996,17355,2782,1298,11260,3535],"dealstore":[],"offerexpiration":[],"class_list":["post-343770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-insight","tag-partner","tag-peak","tag-powering","tag-retail","tag-season","tag-success","tag-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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