At the Brand Tech Summit during SHOW2025 in Glilot, Ynet Global Studios hosted a joint conversation with two of McCann Digital’s leading voices—CEO Ophir Cohen and Director of Digital Media Tomer Hamami—who are driving a quiet revolution in B2B marketing.
Together, they introduced McCann 6, a new discipline designed to help companies overcome the "Scale Paradox"—the frustrating moment when aggressive growth efforts stall despite increased spending. “When you keep using the same tactics on the same screens with the same message, you eventually hit a ceiling,” Cohen explained.
McCann Digital CEO Ophir Cohen
(Video: Yaron Sharon)
At the heart of McCann 6’s strategy is a shift from pure performance marketing to a brand-first mindset. “Today’s buyers shortlist up to three vendors before they even start researching,” Hamami added. “If your brand isn’t in that shortlist, you’re invisible.”
To change that, the team relies on Axiom—an expansive data hub with over 250 million profiles and 6,000 attributes—to identify Ideal Customer Profiles (ICPs) and map their content consumption patterns. The result is smarter targeting across more meaningful platforms.
McCann 6 Digital Media Director Tomer Hamami
(Video: Yaron Sharon)
One such platform is Connected TV (CTV), which both Cohen and Hamami highlighted as a breakthrough in B2B strategy. Once seen as B2C-only territory, CTV now gives business marketers high-impact screen time with the same level of digital precision.
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“We’re seeing average view times of 26 seconds compared to just 2.5 seconds on mobile,” Cohen noted. Hamami emphasized that CTV reaches the untapped 95% of potential buyers who aren’t actively searching—creating awareness where traditional tools fall short.
Measurement, too, is evolving. Instead of click-based metrics, McCann 6 focuses on what they call “native traffic lift”—increased organic search and branded visits that signal growing demand. “If people are looking for your brand by name, you're doing it right,” said Hamami. It’s a fundamental rethinking of how impact is defined: not just immediate conversions, but long-term positioning.
For global B2B companies looking to escape the digital noise, the message from McCann 6 is clear: growth today depends on visibility, relevance and strategic storytelling. “You don’t just need to be seen,” Cohen concluded. “You need to be remembered—and that starts with breaking out of the feed and owning the screen.”