Douglas Rozen

Who will the merger between Omnicom and IPG be good for? Not for employees - Expect to see layoffs and for those that remain, a huge amount of busywork adapting to new corporate policies and procedures. Not for the work itself - Consolidating creative agencies and media buying will further water down creativity and disincentivize innovation. Not for clients - See above. It's a survival move with shareholder value being the primary consideration. Could these holding companies have saved themselves by other means? I've worked at big brands and small startups, big holding companies and small agencies -- and I can tell you that the best work, the most creativity and the most innovative solutions are coming from the smaller outfits. If you're a brand of any size looking for an agency partner that will deliver outsized value, consider these smaller guys, to name just a few. nmbl, Public Display of Affection (PDA), Magic Camp, Darkroom, X&O, QRY

83

15 Comments

Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail

3

This is a VERY IMPORTANT READ - please repost (gift link): “Our industry is ageist as f*ck,” said Cindy Gallop. Gallop recalled a Fishbowl survey several years ago that asked industry professionals when they first experienced ageism. “Literally, the answers began in the early 30s; that was when people felt ageism kicking in.” .... Lisa Balser • Creative Director • Brand Coach • Certified Diversity Executive® • Author said, “I have personally experienced direct comments; I was called grandma by a direct report who was 24 years old when I was 30.” ... Many older professionals have been working with AI for 10 years and are “pioneering” the technology, argued William Charnock Five0 Consulting. “Especially if you’re young, this transition we’re in as an industry is totally new,” Charnock said. “It’s not. We’ve been through these transitions before. I’m 58 and I’ve evolved 10 times in my career.” .... There is the argument that, when companies need to cut costs, some of the people most vulnerable are those with higher salaries. But, at the same time, Balser said agencies are not hiring older professionals even when they agree to lower salaries, which they currently are. She said she’s seen older executives making $175,000 a year apply for jobs that are offering $100,000 a year or lower, and then they’re being told that they’re overqualified. Another indicator of ageism to some, including Edward Cotton and Balser, is that agencies are requiring fewer years of experience for senior executive roles. .. Gallop said one of the best skills an older employee brings to an organization is a sense of tranquility in tough times or periods of mass disruption, which is what the industry is currently undergoing. She said that as a young agency professional, she’d look to the senior executives in tense meetings or pitches, who always maintained a sense of calm, and that was something she strove to emulate as she climbed the ladder. “I’ve done a ton of pitches at BBH London BBH USA, where [agency founder] Sir John Hegarty was always the one joking and laughing and making sure that everyone decompressed,” Gallop said, adding that whenever young employees feel like “the sky is falling,” an older executive is there to reassure them it isn’t.' .. Gallop suggested eight ways the industry could end ageism in an Ad Age op-ed in 2019 including reshaping culture away from just focusing on the youth, using data to make the case for marketing to older consumers and encouraging every professional to publicly post their age across social media, thereby owning it. She said she hasn’t seen any results, more than five years later.' With great input and insights from Christie Cordes, Tony Stanol Simon Fairweather Sasha Martens Gian Carlo Lanfranco Greg Collins Patti Temple Rocks Lindsay Rittenhouse Ad Age https://lnkd.in/eam3KBC8 #LiveOlder #SayYourAge

178

35 Comments

Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

6

Thanks to Cindy Gallop for sharing this important article from Lindsay Rittenhouse and Ad Age. It is not the first time they have written about this problem and sadly, I doubt it will be the last, but I do honestly believe that any conversation about ageism is a good thing and I was happy to be included in this one. And, I was especially thrilled to see so many important voices sharing their insights and ideas. Ageism is the one form of discrimination that can (and likely will) impact each and every one of us. But, it is also a problem we can solve -- or we can at least make better progress towards solving. Doing so will require erasing ageist stereotypes from our thinking and from our behavior. If businesses want to create an industry-leading workforce (and who doesn't) they must be just as committed to creating an "agenostic," multi-generational workplace. For the first time in history, there are five (!) generations of talent ready to go. I know from my years in the agency business, nothing was as much fun to work on as a big, hairy audacious, seemingly impossible, client brief. Consider yourselves briefed on ageism, agency world. Get after this. https://lnkd.in/g2Ge9Kmm

24

Contextual advertising has entered a new era, and AI is leading the charge. Inuvo President Barry Lowenthal explains how privacy-first algorithms can help brands figure out where consumers are - and where they're going next. "Free from the confines of whatever personal data cookies and other similar programs collect, AI essentially reads consumers’ interests with “fresh eyes” by basing its recommendations on a users’ expressed intent rather than a storehouse of demographic data." #FutureOfAdvertising #AI #ConsumerPrivacy

7

The ad tech industry has been making waves with the rise of "digital twins." Brands now use first-party data to create archetypal personas, enabling them to test campaign strategies and product development in a virtual sandbox. AWS's focus on synthetic data highlights the shift towards privacy-conscious testing. Think of it like simulating a football season on Madden—predictive but not perfect. 🏈💡 #AdTech #Advertising #Data #AWS

5

Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

79

5 Comments

Thank goodness the advertising industry is finally moving away from outdated and stereotypical social grading. Rather than relying on ABC1 classification, brands are now connecting with specialized interests, subcultures, and communities. This shift has allowed for more creativity to flourish, as brands and their fanbases can now connect through shared meaning. SO much better. #Advertising #CreatorEconomy #Marketing #Community

58

4 Comments

Insightful deep dive into news mis/disinformation today at Google. As we navigate the largest election year in history, the importance of fact-checking, debunking, prebunking, and fostering media literacy across all ages is more critical than ever.

30

2 Comments

H&M's marketing strategy is evolving to focus on building deeper emotional connections with consumers, particularly through music. Linda Li Steiner, head of customer & marketing at the brand, spoke to me last week about how music plays a big role in creating immersive, authentic brand experiences that are meant to resonate with younger, digitally-savvy audiences. By integrating music into their campaigns, the brand wants to align with cultural trends and offer more personalized engagement. And the mass brand space is very saturated – you only have to look at the elevation strategies and rock bottom price competition to see that. It’s a blend of art and strategy, with music serving as a tool to differentiate H&M in a competitive market. As Li said, this approach allows the brand to stay true to its ethos while creating memorable, impactful experiences that go beyond just the products. https://lnkd.in/eq-X2zF6 Glossy

12

1 Comment

Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

32

10 Comments

The media measurement landscape is as complicated as it's ever been... but it doesn't have to be. Backbone Media's Data and Analytics team is launching a new series, Measure What Matters. In it, we will break down the challenges and the opportunities for brands. For far too long, we've all relied on clicks and pixels and ROAS... it's time to open up the aperture and look at how media can drive business goals and results.

42

1 Comment

📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

6

Excited to share my latest article published by Fast Company As CMO tenures shrink and their role becomes increasingly performance-driven due to shareholder pressure, brands risk losing their ability to create meaningful change in the world—which is bad for everyone. Check it out and let's discuss! https://lnkd.in/gqd5mW-i #Marketing #CMO #BusinessStrategy #FastCompany

81

8 Comments

Graham Sweet I loved this too. It’s hard not to like a story like this - it’s designed to rally us agency folk, to rise up etc. a story perfectly pitched to our creative egos. Another reason or line of provocation to level at our dull aspiring clients. Ha ha Anyway made me wonder where and when such conversations can really take place. Overall yes in principle a CMO / CFO might agree on a creative ambition. But where can an assessment of dull take place that’s not retrospective of an ad, an execution? Is this only valuable to critique past work or set a new agenda - I’d wager no one sets out to create dull. As planners we’d hopefully not write a brief that got to that. But I suppose we do intentionally or otherwise. Can a dull assessment be made at a strategic phase, during concepting? I’m not sure. Finally, I love the provocation that there is a dull cost penalty, but an equally interesting flip could also be 'interesting costs less'...

2

A flat reporting structure always worked for me. As the CEO, in both my media and advertising stints, I immediately formed a cross-functional Leadership Team. It was deliberately called that and not ‘Executive Committee’ as leadership team captures the role this team was required to play, better. I had up to 28 people reporting into me directly and part of the leadership team. We met regularly. Once a quarter at least, for a two-day offsite. The benefits: 1. Faster, transparent, communication. From them to me. Me to them. And most importantly, to each other. 2. Faster learning from each other. If some businesses were trying something new it could be tried elsewhere. 3. Appreciation of every functional head’s role. 4. Quicker ‘buy-in’ of decisions, leading to faster implementation. 5. Formation of informal networks within the team for better collaboration. 6. Shared vision. Shared responsibility. Aligned objectives. 7. Creation of a team culture in the organisation as these leaders formed their own similar teams in their units. I hope my ex- leadership team members agree with the above. #leadership #teamswin #organisationculture

77

23 Comments