Chris Iannuccilli

Check out Tal's interview on Page Six at Cannes Lions International Festival of Creativity to learn how we're leveraging technology to create personalized, high-impact ad solutions that adapt to evolving consumer behaviors. #canneslions #advertising #AI

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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.

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Big Mood drops on Big Toobs today! From writer, director, to lead actors—some of the warmest, funny, and smart women you will ever meet. This series explores the joys, complexity and feralness of female friendship 🤌🏽💕🤌🏽

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Blending Art & Science in Pasadena 🎨🔬 The singer #Rihanna “found love in a hopeless place,” and I found my teenage crush in the back of a #Ross store in Pasadena during the July 4th weekend. There he was: Prof. Richard Feynman, whom I first heard about in high school Physics class. His face on a giant mural, taking over the entire back wall of a warehouse-like building. ➡ To a young aspiring scientist, he was the ultimate role model: a world-famous Physicist and a Nobel Prize winner. ➡ To a marketing executive, he suddenly appeared as my first marketing icon. Prof. Feynman could explain quantum physics in ways that excited the general public. As an #engineer-turned full-stack technology #marketer, I’ve always felt inspired to do the same. If Feynman could make physics interesting and relatable to everyone—even teens—then I must strive to explain any technology I’m responsible for marketing in clear, layperson terms. Feynman’s “teaching method” has become my gold standard. I often ask myself: “How would Feynman explain it?” With human attention spans dropping to less than that of a goldfish 🐠, the pressure to communicate clearly is immense. (Did you know that goldfish have an average attention span of 9 seconds, while humans have a 8.25 second attention span?) https://lnkd.in/gxGqMsqh Just a few weeks into my new role as VP of Marketing at Synadia, I’m inspired to channel that same spirit of simplicity and excitement into my work. For example, here's how we make complex #Microservices systems simple with NATS.io https://lnkd.in/gd-BZZMN: 3 favorite things in a technical post: ✅ architecture diagrams ✅ call flow diagrams 🍒 ant lines in the diagrams 🐜 as a cherry on top! Just like the mural in Pasadena blends art and science in unexpected ways, so should marketing in 2024. We must cut through the noise and capture our audience’s attention in those precious few seconds ⏱️. What techniques do you use to make complex ideas relatable to your audience?👇 #ArtMeetsScience #MarketingInspiration #RichardFeynman #Storytelling #Innovation #Synadia The Art" "The Motion of the Planet", for Richard Feynman, 1997, Artist Gifford Myers, Altadena, California

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Smashing the Anti-Semitism Money and Power Network. This article https://bit.ly/3Xr5acT by Danielle Pletka focuses on weakening the Anti-Semitism Money and Power Network through: 1) Legal measures - enforcing existing anti-discrimination laws and hate crime legislation 2) Increased transparency - universities disclosing all foreign donations as required by law 3) Investigations - the role of foreign money in promoting anti-Semitism on campuses. It emphasizes the need to adopt clear definitions of anti-Semitism and expects social media platforms to be more accountable. #Antisemitism #Discrimination #Transparency #Accountability #bringthemhome

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We need representation of all. women. in. advertising. I'm so happy to unveil #RepresentMe, a new campaign built for WACL (Women in Advertising & Communications Leadership ), in partnership Pinterest, Snap Inc., and YouTube, spotlighting the crucial need for greater representation of ALL women in advertising. Representation is a marketing imperative. Too many women remain unseen or underrepresented in the media. Critically... (though the spectrum of womanhood expands far past this): ⚈ Women with disabilities are nearly invisible in ads. Research shows only 0.8% of people in ads have a disability, and just 25% of those are women. ⚈ Women of colour, especially Black and South Asian women, are vastly underrepresented compared to their population share, perpetuating harmful stereotypes. ⚈ Ads often push unattainable ideals of beauty, emphasising youth, thinness, and flawless skin - all of which is so damaging Creators have become a driving change in our industry, challenging the status quo in an unprecedented way and highlighting the need for greater representation. Creator Marketing puts new voices, diverse voices, representative voices at the heart of advertising. This campaign features four amazing creators that I've had the privilege to get to know... each of them use their platforms to fight for representation: 💫 Trina Nicole, body confidence influencer and founder of the UK’s first plus-size dance class. 💫 Ellen Jones, writer, speaker and activist for neurodiversity and LGBQT+. 💫 Jamelia Donaldson, founder and CEO of TreasureTress and a woman transforming the natural hair care landscape. 💫 Lucy Edwards, broadcaster, journalist, author and disability activist. This isn't just a campaign; it's a movement pushing the advertising industry to better represent all women, both on and off the screen. Yet there's still much work ahead...Representation must be a marketing priority. Watch the full videos, linked in the comments. ----- Thank you to WACL - specifically Leigh Thomas who spearheaded and led this amazing campaign, along with the amazing women Nishma Patel Robb 🪩⚡️, Lori Meakin, Caitlin Ryan , Selma Nicholls , Chloe Davies, Beth Ford, Jessica Lovell, and Rebecca Fuller for this opportunity to bring this incredible mission to life. Our amazing partners,  Milka Privodanova from Pinterest, Zoe Clapp and Alison Lomax from YouTube, Kate Bird and Ronan Harris of Snap Inc. and EssenceMediacom. And to our wonderful team Sarah Ramsey, Kitty Hollamby, Faith Lorainey, Keishia Evans, Natalie Narh, Natasha Trewin Marshall (née Jones), and Sunday Treat.

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I’m so proud that Accenture helped to scale Peacock, NBCUniversal’s streaming service in rapid pace.  By bringing together their complex data, talent, and digital infrastructure, we were able to help reinvent the streaming experience.  Since then, Peacock has become the fastest-growing streaming platform in the U.S. for two consecutive years, with nearly 34 million paid subscribers to date. Learn more about our partnership here: https://lnkd.in/g2q3ytrk Video description: An upwards view of the sky through a massive circular skylight as snow falls. The Accenture logo and the Peacock logo sit at the center of the frame, indicating partnership. A male dancer breakdances in a deserted passageway, large white particles of snow falling from a large skylight above his head. A male dancer practices a leg sweep move at the end of a dock. As his legs move counter-clockwise, a stylized wind whooshes over the surface of the water to indicate his power and speed. Text explains: Breaking reinvented how we move. Two male dancers mirror each others’ spinning sweep moves in a dark hall full of unlit candles. As they do a handstand and point toward each other with their feet, the candles suddenly burn with flames, a warm glow filling the room. A close-up of a woman’s hands holding a phone horizontally as she watches a live video entitled “Breaking Finals 2024.” A female dancer on the screen performs. We pan out to see the woman riding in a cab holding the phone as a cityscape goes by outside her window. The video rewinds and plays again, mimicking the turntable movements of a DJ. Text continues: Together, we reinvented how you watch live.  We pan out further to see an overhead view of the cab on a busy city intersection. The cars rewind and fast forward just like the music. Against a black background, the word “REINVENTED” appears. The “V” turns on its side to become the Accenture “Greater Than” logo, which zooms out to reveal the full text: “REINVENTED WITH Accenture”

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Have loved reading (and listening to) Kimeko McCoy, Digiday ask questions when it comes to #genai and what how to mitigate marketers' concerns. Razorfish's Cristina Lawrence joined in on the conversation, with a big point around brand reputation and perception when it comes to #ai. Have a read: "At the end of the day, with the brand clients, what they care about is the perception of the brand and the implications to brand perception. As we continue to refine the content labeling and that provenance piece, I think we will get to a point eventually where that apprehension will subside." https://lnkd.in/gb2wPKT8

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“When the data and the anecdotes disagree, the anecdotes are usually right” There’s a fantastic Ted Talk by Tricia Wang about the ‘Quantification Bias’: the unconscious bias in which we value the things we can measure far more than the things we can’t. As marketers, we obsess over the stuff we can measure (let’s call it ‘data’), and we use this data to make big decisions. The challenge with using data in isolation is two-fold: 1. It all comes from the same place — the past. It’s skewed to what used to happen. 2. It doesn’t tell us the whole story. Emergent human dynamics don’t show up in data until it’s too late. By relying on data alone, we increase our blindspots while maintaining the illusion that we know everything. We are biased towards the illusion of certainty that data brings and neglect the crucial observations found in seemingly immeasurable anecdotes (or ‘anecdata’). We spend thousands creating and maintaining marketing stacks to track everything we can. We create dashboards and reports, and we place bets on the conclusions we draw from them. Yet, in comparison, we spend so little time and money actually speaking to the people whose attention we’re trying to grab. Or building any kind of system to capture this ‘anecdata’. Here’s the thing: The quantification bias is rife, and it leads to worse decisions. Think Nokia. Think Blockbuster. Imagine if, instead of saying, “The data says this, therefore X…”, we asked, “Let’s imagine a world where Y was true, what would we need to find out to see if that’s possible?” You don’t need lots of data; you just need the right data. And so much of the right data is the immeasurable ‘anecdata’.

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A very special package landed on my front porch yesterday - I was honored to be named by both Pavilion & TrustRadius as Fractional Advisor of the Year at this year's GTM awards. This recognition has me reflecting on a critical decision many scaling businesses face: when to hire a full-time CMO versus bringing on a Fractional CMO. Both options offer unique advantages tailored to diverse needs. As your high-growth business scales, understanding which approach best aligns with your strategic marketing objectives and growth ambitions can make all the difference in driving sustainable success. Let's dig into each: Understanding the Distinctions: - Full-Time CMO: Is dedicated to crafting and implementing marketing strategies, leading teams, and driving growth efforts daily. They're fully immersed in company culture and have a thorough understanding of its goals and challenges. - Fractional CMO: A Fractional CMO is an outsourced, part-time marketing expert providing high-level guidance on a contract basis. This role offers flexibility, giving businesses access to marketing expertise without the commitment or cost of a full-time executive. Cost Breakdown - Full-Time CMO: The average annual salary for a full-time CMO in the U.S. ranges from $150,000 to $250,000, excluding bonuses, benefits, equity, and other compensation. - Fractional CMO: Fractional CMOs work part-time with businesses typically paying $8,000 to $30,000 per month, based on factors like expertise level and scope. Pros and Cons: - Full-Time CMO: -- Pros: Offers dedicated leadership and is integrated into the company's operations and goals, ideal for long-term planning. -- Cons: Can be challenging for smaller companies, especially with added expenses for overhead. - Fractional CMO: -- Pros: Offer a cost-effective way to bring in expert guidance without a full-time commitment, offering flexibility to adjust marketing efforts. -- Cons: May not be as integrated into company culture and have limited ability as they often work for multiple companies. When to Choose a Full-Time CMO -Long-Term Strategy Execution: For sustained marketing goals and brand-building, a full-time CMO provides continuous leadership and cohesive strategies. -In-House Integration: Companies needing a marketing leader embedded in the organization to drive cross-department collaboration may benefit from a full-time CMO. When to Choose a Fractional CMO - Budget Constraints: For startups and scaling businesses with limited budgets, a fCMO allows access to expert marketing without high costs. - Specialized Expertise: A fCMO brings targeted skills for specific initiatives, such as product launches or digital campaigns. - Scalability: As needs fluctuate, businesses can easily adjust the scope of an engagement. Ultimately, choosing between a full-time CMO and a Fractional CMO depends on your business's unique needs, resources, and growth stage. #ScalingBusiness #FractionalExecutive #BusinessStrategy #GrowthHacking #fCMO

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This, THIS, THIIIISSSSS! "I appreciate the commitment to focus more on [made-for-advertising | cookie stuffing | chameleon sites | running on off-network sites with no transparency]. Since all of these behaviors have been happening for at least a decade, it’s great that you’ve finally noticed and written such a passionate piece about how the industry needs to clean up its act and how buyers should really give more of a shit about [this issue]." And this...so much this! "I ended up kicking out clients representing about 30% of the traffic on the platform...Because of the revenue reset, we had to do layoffs. It sucked, a lot..." And lastly, the thing that touches every link in the chain "but I don’t think I can hit my numbers this quarter if we turn these guys off" That's the traders who can't fulfill their campaign goals, the DSPs who lose platform spend, the SSPs who lose their highest margin accounts. The only people who's numbers improve by fighting [this issue] is the quality publisher...and when has anyone cared about publishers' outcomes. https://lnkd.in/ebyQx_yz

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In a challenging year for Diversity, Equity, and Inclusion (DEI), some major corporations have decided to cut back on their DEI efforts. But here’s the catch: research consistently shows that diverse and inclusive companies perform better financially.

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An excellent chat with David J. Lee about the business of WEBTOON and webcomics!

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This is an incredible testament to brand purpose. Particularly relevant as a father to a young daughter. I truly admire Dove's commitment to something so important (women's and girl's self-esteem). The pledge to not use AI is bold, and so perfectly aligned to brand promise. https://bit.ly/49GTGUW https://bit.ly/49D8nbu www.imagination.cafe [email protected] #imaginationcafe #simplysmarter #marketing #marketingconsulting #advertising #branding #campaigns #integratedmarketing #advertisingagency #brandingagency #fractionalCMO #fractionalCBO #fractionalconsulting #fractionalB2B #b2bmarketing #cpgmarketing

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The cookie heard across the world yesterday... Alison Weissbrot breaks it down in Campaign US what this might mean for agencies and brands, with Robert Silver of Razorfish weighing in, who "believes that the trend toward more restrictive data usage is not going to die along with Google's third-party cookie plans.  'The trend towards more restrictive data usage is not going to stop, as the consumer push and regulatory momentum behind stricter controls are going to continue," he said. "Already, we are seeing how Google provides users with opt in/out options across devices, and they may adopt messaging that demonstrates the benefits cookies can have to a consumer experience. For advertisers, more control over first-party data is still the right strategy, and in the long-term, it will enable more efficient media targeting, better personalization, better measurement and ultimately better outcomes." https://lnkd.in/gT28xikd

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A new Nielsen report sheds light on the fastest-growing consumer demographic in the U.S. According to Jackie Liu of The Pollack Group, Asian American and Native Hawaiian/Pacific Islander audiences are a diverse powerhouse influencing culture and commerce. The report reinforces that understanding AANHPI communities requires nuanced insights beyond surface-level generalizations through data-backed trends and unique media habits. Jackie shares top takeaways on communicating authentically to diverse Asian audiences. Discover proven strategies for success by exploring the full report at the link below. 👇

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How do you stay ahead of “mass mediocrity”? A good 'watch out' piece on AI highlights two major challenges: 1) Everyone's using the same LLMs, and it will show in the output—except for a few organisations that can afford their own models. 2) History repeating itself—if we keep going in the same direction, future output will resemble what we’ve already done. It's no surprise that humans will make the difference in the process. But more than that, it will be the innovators and risk-takers who apply AI to move the game forward—same as it ever was. Another way to safeguard against this sea of blandness is through testing. Much of the content we see isn’t awful*—it's just average. And that comes with a cost. If you haven’t seen The Cost of Dull research by Peter Field, it’s worth a look. With content increasing exponentially, the cost of dullness will rise—not because creating more digital landfill will drive up costs, but because effectiveness will drop off a cliff. As a result brands will need to push harder to create content that truly moves people and spend more on media to reach them. The ones we see succeeding understand which emotions work hardest for them—those that drive upper or lower funnel outcomes most effectively and grab attention and keep it. Or, they choose to explore a different emotional palette, stepping away from the norms and finding that "zig when they zag" moment. Ultimately, they’re using creative data to their advantage—not only to improve content but also to model it against actual sales data, predicting and improving hard metrics. *Recent research we conducted at DAIVID 🦩 revealed that a staggering 24% of content created by brands for TikTok is having a negative impact on consumers. https://lnkd.in/eJQxXptR

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