Podcast Summary: The CPG Guys
Episode: Global Ads Partnerships with Snap Inc.'s Fintan Gillespie
Date: October 8, 2025
Host: Peter V.S. Bond
Guest: Fintan Gillespie, Global Director, Ad Partnerships Group at Snap Inc.
Overview
This episode features a deep-dive conversation between host Peter V.S. Bond and Fintan Gillespie, who leads global ad partnerships at Snap Inc. The discussion explores how Snap’s unique approach to tech, advertising, and partnerships powers their position in retail media, supports independent and large agencies, and drives measurable outcomes for CPG and DTC brands. Fintan unpacks the evolution of digital ad ecosystems, the role of AI and automation, and why transparency and genuine creativity matter more than ever for advertisers.
Key Discussion Points & Insights
1. Fintan Gillespie’s Career Journey and Role at Snap
- (05:16-09:19)
- Fintan began his career in Dublin, working in his family's retail business, selling tools both offline and, early on, via eBay—sparking an interest in ecommerce and digital tech.
- Transitioned to Google’s graduate program, gaining foundational experience in digital auction-based media.
- Work at Google spanned global markets (Dublin, Johannesburg, London), working with burgeoning independent agencies.
- Joined Snap after meeting CEO Evan Spiegel at Cannes 2015, drawn in by innovation (e.g., Snap launching vertical video ads).
- Progressively built out Snap’s UK business and ad tech partnerships, eventually moving to the U.S. to lead global revenue partnerships.
- Quote:
"I've only known auction-based media...and that's, you know, the generation I've grown up in." (07:05, Fintan Gillespie)
2. Snap’s Unique Platform Positioning and Approach
- (09:43-10:43)
- Snapchat distinguished by real, close-friend visual communication—opens directly to the camera, encourages playful, authentic creation rather than polished, influencer content.
- Quote:
"We continue to open to the camera, which is very different to other social platforms. We encourage that creation, that playfulness, that rawness. And that's very, very much been part of Snapchat in the nine years I've been here." (10:16, Fintan Gillespie)
3. Partnerships as the Foundation of Snap’s Go-to-Market Strategy
- (11:04-15:49)
- Snap’s ecosystem includes independent agencies, enterprise SaaS platforms (e.g., Smartly, Sprinklr), measurement solutions (e.g., Inmarket, Circana), and creative/UGC integrations.
- Snap makes tools and integrations (like Shopify's 2-click setup) available for all partners, leveling the field for indie agencies.
- Deep integrations with leading measurement platforms allow advertisers to measure success according to their preferred methodology, demonstrating openness and flexibility.
- Quote:
"Partnerships have always been the foundation of our business... In terms of the key ecosystems that we support today, our independent agency business is thriving." (11:17, Fintan Gillespie)
4. Empowering Independent Agencies & Measurement Transparency
- (17:04-22:29)
- Indie agencies are agile, tech-forward, and embrace UGC and creator economy as the backbone for social advertising.
- Creators and UGC-style content consistently outperform-polished, traditional ads on Snapchat for engagement and performance (see: "authenticity sells” study).
- Recent third-party studies (Triple Whale, NordBean, Phospha) show Snapchat delivering the lowest CPA and highest ROAS among platforms.
- Measurement transparency is critical: Snap enables clients to use their measurement stack, including Google Analytics and various MTA solutions.
- Quote:
"What I hear you saying is...I'm going to let my clients measure how they want to do it because that's what they need to compare apples to apples and how they measure their budget." (21:41, Peter V.S. Bond)
5. Practical Advice for Agencies Getting Started with Snap
- (24:42-27:02)
- Snap offers agency badging and certification programs plus a dedicated partner hub for onboarding, education, and support.
- Team tailors solutions by client need, whether that’s offline lift for large CPGs (with Circana support) or nimble Shopify setups for DTC brands.
- Service can range from fully managed to self-serve, depending on the agency’s experience and preference.
6. Driving and Proving Real Business Outcomes
- (28:10-31:18)
- Strong signal foundation (via CAPI, plug-and-play with Shopify or partners like Data Hash, LiveRamp) is essential for maximum measurement and optimization.
- Snap supports robust measurement for both smaller DTC brands (pixel/CAPI to Google Analytics, Triple Whale, etc.) and large CPGs (Circana, InMarket) for online/offline sales lift.
- Advertisers can triangulate using platform data, MTA, and third-party measurement.
- Quote:
"Without strong signals, you're not going to have the best chance of success in scaling, optimizing, and measuring the outcome." (28:58, Fintan Gillespie)
7. Future Trends: AI, Automation, and Evolution of Agency Models
- (31:18-33:59)
- Agentic AI (e.g., Slack-based chatbots for campaign insights and optimization): already emerging in platforms like Triple Whale.
- Conversational commerce: driving conversion via one-to-one branded chat interactions.
- Agencies will accelerate building tech-driven processes to scale with smaller teams, as AI reduces barriers to automation.
- The rise of AI also implies agencies must rethink pricing and value delivery as their model shifts.
8. Leadership & Partnership Principles
- (35:01-36:35)
- Fintan’s guiding principles:
- Build for the long-term: Partnerships require time, energy, trust.
- Don’t shy away from problems: "Don’t shy away from a shitstorm."—Confront challenges head-on to build trust.
- Delegate to elevate: Empower your team and partners.
- Passion & curiosity: Deep granular understanding of product and partner needs is crucial.
- Leadership by wandering: Be present—"in the trenches" with teams and partners.
- Notable quote:
“Partnership is all about building trust and showing the partners that you care and building for the long term.” (35:04, Fintan Gillespie)
- Fintan’s guiding principles:
Memorable Moments & Quotes
-
On the power of creators and UGC:
"What we're seeing is that creators and UGC who front the ad, the full screen vertical ad on Snapchat and stories in and amongst your close friends, those ads are performing better, have higher dwell time and deeper engagement." (18:57, Fintan Gillespie)
-
On measurement transparency:
"It's about making sure that we show up where the customers measure and where the CFOs sign off." (23:16, Fintan Gillespie)
-
On AI-driven campaign management:
"AI agents for paid marketing are going to be a thing...You can say 'hey what does my ROAS look like on Snapchat for 35 plus females?' It’ll pull it all down and you can say, 'I want to optimize more of my spend into that cohort—go and do it.' So it'll actually make the changes for you." (31:45, Fintan Gillespie)
Important Timestamps
- Fintan’s background and early digital experience: 05:16–09:19
- Snapchat’s platform philosophy: 09:43–10:43
- Global ad partnerships ecosystem: 11:04–15:49
- Support for independent agencies: 16:06–18:03
- Agency advice & onboarding with Snap: 24:42–27:02
- Proving ROI and measurement innovation: 28:10–31:18
- Future outlook: AI, automation, agency evolution: 31:18–33:59
- Leadership and trust in partnerships: 35:01–36:35
Summary Takeaway for CPG Brands and Agencies
Snap has invested deeply in an open, partner-driven advertising ecosystem, removing friction for independent agencies and brands of all sizes. The company’s integrations make it easy to buy, build audiences, and measure results in the way that stakeholders (including the CFO) demand. With the rise of AI and continued emphasis on authentic creative and transparent measurement, Snap is positioned as a valuable partner for brands seeking both scale and true business outcomes.
“SNAP is built for its agencies...integrations that make their ability to build audiences, serve up campaigns, and actually measure it the way those brands need in order to justify how they're spending their dollars very easy and turnkey.”
(36:20, Peter V.S. Bond)
Guest: Fintan Gillespie, Snap Inc.
Host: Peter V.S. Bond
[For full professional links and resources, see the digital liner notes of this episode.]