Jennifer Peabody on Accountable Agency Growth

*Jennifer Peabody on Accountable Agency Growth President, Havas Edge*

In the fast-moving world of performance marketing, few executives bring the combination of strategic insight, entrepreneurial spirit, and data-driven rigor that defines Jennifer Peabody. As President of Havas Edge, she leads one of the most innovative agencies in the industry — an organization built not just on creative flair, but on accountability, precision, and measurable outcomes.

Growing up in a household steeped in advertising lore — her father was a creative director during the golden age of Madison Avenue — Peabody was exposed early to the allure of storytelling and brand building. But while her father thrived in the conceptual realm, she gravitated toward the metrics behind the message.

“I remember being fascinated by my dad’s creative energy, but what intrigued me even more was understanding what actually worked — and why,” she recalls. “That curiosity led me into media, analytics, and eventually performance marketing.”

Her career path reflects a clear trajectory: from roles at WME and Western International Media to leading direct marketing initiatives at Murad, she built a foundation rooted in data, strategy, and consumer behavior. In 2003, she joined Havas Edge, then a scrappy start-up with big ambitions.

Today, as President, Peabody oversees an agency that has grown into a global powerhouse in performance marketing, blending creativity with scientific rigor. “We’re not just buying media,” she says. “We’re designing systems that drive real business impact through measurable consumer action.”

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our publication: What sets Havas Edge apart in today’s competitive landscape? Jennifer Peabody: One word: accountability. Every campaign we run is designed to be measured, optimized, and proven. Our clients don’t just want eyeballs or impressions — they want outcomes. And that means building strategies that are deeply rooted in first-party data, behavioral insights, and economic intelligence.

What makes us unique is how we approach that challenge. We’ve invested in proprietary modeling, built by our in-house team of data scientists and economists. These aren’t off-the-shelf tools. They evolve with the market, adapt to changing consumer behaviors, and give us a level of precision that generic platforms simply can’t match.

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our publication: How do you balance innovation with operational consistency? Jennifer Peabody: It’s a constant dance. Innovation is essential — we can’t afford to stand still — but you have to anchor it in discipline. That’s why we built our capabilities around three pillars: people, process, and technology.

Our teams are empowered to experiment, but they do so within a framework that ensures results are scalable and sustainable. For instance, our data scientists don’t just build models — they collaborate with strategists and media buyers to make sure insights translate into real-world impact. We’re not chasing the next shiny object. We’re focused on what moves the needle for our clients.

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our publication: You’ve spoken about the importance of culture. How do you foster innovation while maintaining accountability? Jennifer Peabody: Culture is everything. I’ve always believed that talent thrives in environments where it’s challenged, supported, and given room to grow. Micromanagement kills creativity — but so does ambiguity. The key is empowerment with clarity.

We set clear goals, provide the tools and resources people need, and then trust them to execute. That creates a sense of ownership that’s critical in a high-performance culture. And let’s not forget the human element. No algorithm can replace empathy, intuition, or the ability to build trust with a client.

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our publication: How are you integrating AI and automation into your operations without losing that human touch? Jennifer Peabody: AI is a powerful enabler — and a welcomed one. It helps us process massive datasets, automate repetitive tasks, and uncover insights faster than ever. But it’s a tool, not a replacement.

We use AI to enhance decision-making, not dictate it. It helps us personalize campaigns, optimize spend, and identify opportunities in real time. But the strategic thinking, the creative judgment, the relationship-building — that’s still very much a human endeavor.

In fact, AI frees us up to focus on the higher-value work: understanding the client’s business, crafting compelling narratives, and delivering measurable impact.

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our publication: What does the future of performance marketing look like? Jennifer Peabody: The lines between traditional advertising and performance marketing are blurring — and that’s a good thing. Brands are demanding more accountability across the board, and agencies need to step up.

At Havas Edge, we’re preparing for a world where data privacy is paramount, where every dollar spent must show ROI, and where agility is non-negotiable. That means continuing to invest in our proprietary technologies, deepening our expertise in first-party data, and staying ahead of macroeconomic trends that influence consumer behavior.

We’re also focused on expanding our capabilities in local marketing, personalization, and cross-channel attribution. The future belongs to those who can connect the dots — not just across platforms, but across people, processes, and purpose.

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our publication: As a leader, what drives you every day? Jennifer Peabody: Two things: curiosity and impact. I love asking questions, digging into problems, and finding solutions that make a real difference. And I’m energized by the opportunity to help our clients grow and evolve in an ever-changing landscape.

Leading Havas Edge means constantly pushing boundaries — not just for our clients, but for ourselves. Every day brings a new challenge, a new opportunity to innovate, and a new chance to prove that performance marketing isn’t just about numbers. It’s about driving real business results.

At the end of the day, that’s what gets me excited. We’re not just moving media — we’re moving markets.