This special Startup Spotlights episode was filmed live at Expand North Star (ENS) 2025, the world&rsquo;s largest startup and investor event (October 2025).

In this episode, we sit down with Konstantin von Wedel, Strategy Director at Platformance MENA, to unpack why advertising and marketing remain critical growth drivers &mdash; and how brands can balance long-term brand buildingwith short-term, performance-led results. Konstantin shares Platformance&rsquo;s strategic approach to helping companies move beyond assumptions and focus on measurable demand.

The conversation explores demand generation across B2C and B2B, what it really takes to acquire qualified leads, and how AI is reshaping modern marketing &mdash; including its opportunities and challenges. Konstantin also breaks down the growth channels Platformance uses, and explains why tailoring strategies to different markets and geographies is essential for sustainable scale.

Whether you&rsquo;re a founder, CMO, or growth leader, this episode offers practical insights into building smarter marketing strategies, choosing the right growth partners, and understanding what potential clients should know before investing in performance-driven marketing solutions.

<a href="https://www.linkedin.com/in/kvwedel/">Konstantin von Wedel&#39;s Linkedin</a> 
<a href="http://lucidityinsights.com/startups/platformance-7887">Platformance.io profile</a>

Episodes featuring Konstantin von Wedel