Doug Zarkin

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NUMBERS DON’T LIE: Retail Media is on the rise. At this years #possible24 the continued rise of retail media wove its way through plenty of on-stage conversations. From Diana Haussling discussing how Colgate-Palmolive is addressing a true omni-channel approach, to Vinny Rinaldi, Evan Hovorka and Dave Kersey discussing how budgets are blending outside of just trade dollars into the RMN eco-system. Newly released data would indicate that the opportunity is in fact at hand for brands, agencies and retail media groups to collectively drive sales against working ad dollars. So how does that change the potential mix of media and who benefits the most? Leave an opinion in the comments below 👇 #retailmedia #marketing #mio https://flip.it/SBmQgk

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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S/O to Whitney Alexander's Substack for this fantastic ADWEEK spotlight. As a 40+ woman, I am definitely feeling the lack of focus by most consumer brands, ironically, when I'm the most willing (and able) to spend more for quality. Only 5-10% of marketing budgets are earmarked for an over-50 audience, BUT: 💰 Women drive 70-80% of all consumer purchasing, either through buying power or influence  💸 And women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. 🤑 By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then [GASP]. The article lists General Motors, Buick and L'Oréal as exceptions, who else do you think is doing a good job at this? https://lnkd.in/ee_ssgGD

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Boosting revenue in the short term is great...as long as it doesn't hurt your brand. When everyone's wearing Jordans, they're no longer Premium Cool. #nike #airjordan #airforce #branding #business #strategy

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It begins. Zero surprise. There's another two or three of these mergers that are going to happen, not through want but through pure balance sheet necessity. Check out the market cap of IPG. Then Omnicom. Then compare it to, say, Accenture. The delta is the power quotient between adland and consultancy world.

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"In a tough economic landscape and presidential election year, it’s important to know the right strategies to win the holidays amid these challenges." Read more from Basis Technologies' Maggie Nemoy and Nick Dunham in Total Retail. Link is in the comments. #holidayshopping #retail #digitaladvertising

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“THE POWER OF ONE” IN A WORLD DIVIDED. Just for the record … The key difference between Publicis and other agency holding companies like WPP, Omnicom, and IPG is that Publicis actually has and makes work a Unique Selling Proposition (USP) … “The Power of One”. That is, the promise and delivery of truly and fully integrated Brand marketing communications services where there are ultimately only two questions to be answered: 1) Are we making money for our clients? and 2) Are we making money for ourselves and shareholders? That’s it. Because one follows the other if the individual agencies and their holding company parents do their jobs harmoniously. Hence, the power of one! “One Brand, One Voice. With Distinction” for consumers, investors, and shareholders alike. 😎       

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After a few days to digest (both figuratively and literally), here are my key takeaways from the MediaPost Insider Planning & Buying Summit: 👉 Media's no longer fragmented, it's been "atomized" - Joe Mandese 👉 Live tentpoles capture attention and drive scale because they are "moments people talk about". You can't buy your way in because consumers see that as inauthentic. Successful executions need to feel organic. - Jason Acker (who, fun fact, hired me at my first agency job!) 👉 To be truly successful in social media you need to be timely, relevant, relatable and mitigate risk - Rajiv Mody 👉 Machines are imperfect and without morals and therefore require human oversight - Oscar Garza (sage advice from an old friend and colleague who continues to highlight Andrew Shebbeare's brilliant and increasingly relevant speech on Ethical Advertising in an Intelligent Era: https://lnkd.in/eKNnKXrn ) Lastly, from my own talk on the main stage, I'm reminded that retail media is as complex and critical as ever—and that people really love Ferrero products! I'm grateful for the ongoing opportunities to represent our incredible portfolio of brands. #MediaPostInsiderSummits #advertisingandmarketing #retailmedia #socialmedia #AI #proudferrerian

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So glad to see Digiday and Kimeko McCoy write about retail media networks that every marketer, especially those in CPGs, needs to read and absorb. There are pros and cons. My business partner Boris Litvinov contributes. Unfortunately, we are seeing marketers over-invest in RMN with blind faith without realizing the 2X-6X cost implications which affects ROI/ROAS. In an economy when budgets are so tight, no CPG marketer can afford to be that frivolous with their investments, but they are. #rmn #retail #media #retailmedianetworks

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Mega-mergers like Omnicom and Interpublic should raise serious concerns for companies navigating sensitive public policy and PR challenges. When a single corporate conglomerate owns agencies representing BOTH SIDES of a conflict, how can you be sure your strategy stays protected? Conflicts of interest and blurred lines seem inevitable. In the high-stakes world of public affairs and PR, discretion and loyalty are non-negotiable. That’s why so many organizations turn to independent firms like Sachs Media for: ✔️ Conflict-free representation ✔️ Strict confidentiality with no shared parent company ✔️ Direct, senior-level attention without competing priorities In a world where influence is everything, your voice should never be just another account on a balance sheet. Choose partners working only for YOU.

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Vistar Media saw a 77% year-over-year jump in campaign billing in the first half of 2024. Vistar’s record H1 is a strong testament to the growth of OOH and DOOH in 2024. According to OAAA, OOH advertising revenue increased 6.8% to $1.94 billion in the first quarter of 2024, marking the highest first-quarter volume in OOH history. “As agencies and brands lean in, campaigns across programmatic OOH are becoming more targeted, creative & eye-catching, and most importantly, are driving real results at both a brand and performance level. Automation has now become table-stakes and clients are truly running more impactful campaigns that encourage future investment in the channel, fostering a whole new group of advocates across the media and advertising landscape.” - Me

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I am really looking forward to moderating this session next week. What are we going to talk about? Three big things: 1. The advertiser's crisis! Viewers are disengaging with your ads, citing repetition (42%), oversaturation (40%), and intrusiveness (25%) as reasons to leave them playing to nothing but an empty couch. 2. How to augment your marketing mix to combat this with In-Scene Advertising, a genre that can't be avoided, skipped or ignored - at a fraction of the cost and environmental impact of traditional product placement, yet just as powerful. 3. The huge opportunity this is opening up for networks and creators to monetize their catalog. It's going to be an awesome session - if you're at Ad Week, I highly recommend a visit! #AWNY24

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Retail media operating model and structure still requires a lot of evolution to be fit for purpose. Colin Lewis & Paul Skeldon highlight the nascency of the space by showing that amongst 52 brands there were 22 different combinations of who managed the Retail media budget & operations. Expect to see more CPG brands evolving how: - they structure themselves - they create integrated budget pots - they buy retail media (more in house over time vs our agency model) - they develop new data partnership models - they measure true incrementality Mark Pigou https://lnkd.in/edVgv3JG

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Just wrapped up an intense and rewarding RFP process to find new PR agency partners for some of our standout brands. While I’m not usually a fan of the traditional RFP, this time it felt right given the circumstances—and the results didn’t disappoint. We met with phenomenal agencies, both virtually and in person, each bringing their A-game and making the decision incredibly tough. In the end, it was the smallest details that set the winners apart. For those navigating similar waters—whether on the client or agency side—here are five insights I took from the process. 1. Vibe Check – This is paramount. If we’ll be working together frequently, a good culture fit is crucial. The account lead should absolutely be part of all presentations and calls – after all, we’re looking for a partner, not just an agency. 2. Budget Adherence – Stick to the budget. We set it with intention, and while we’d all love more flexibility, it’s essential to stay within scope. Offering “good, better, best” options is fine, but at least one should align with the stated budget. 3. Ask Questions – Even with a detailed proposal, there’s always more to understand. We provided an optional Q&A session and welcomed additional questions, even via email. Don’t hesitate to dive deeper – it shows commitment. 4. Creativity & Strategy – While every agency impressed with creative ideas, what stood out were those who shared their strategic framework. The “how” behind the idea is just as important as the idea itself, showcasing depth in thought and approach. 5. Meaningful Measurement – PR success metrics are always evolving. Go beyond impressions. We want to see how your agency defines and tracks success in a way that aligns with our brand’s goals.

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🏈 Leadership Lessons for CEOs and Executives from Peyton Manning’s Playbook At the recent Eclipse Conference hosted by JiNan Glasgow George former NFL tight end and Super Bowl champ Ben Utecht shared powerful insights on leadership principles inspired by Peyton Manning approach both on and off the field. Ben’s journey, from National Football League (NFL) to author and business leader, adds depth to these reflections. Here’s how Peyton’s strategies can resonate with top executives and leaders: #1 The Huddle The huddle is that essential moment for alignment—a quick, focused pause to ensure everyone’s on the same page before taking action. For executives, it’s about gathering input, confirming direction, and ensuring all voices align with the mission. #2 Precision in Communication Peyton mastered this by using multiple hand signals and verbal cues per play. Effective leadership demands this same level of precise, adaptable communication—a shared language that everyone understands and follows. #3 Collaboration and Accountability Peyton didn’t just strategize; he created a culture where every teammate, from receivers to offensive linemen, felt engaged and responsible for the outcome. Leaders who involve everyone and value each contribution build teams that own the result together. #4 People-First, Results-Focused Leadership is not only about outcomes but also about fostering unity and flexibility. How you bring people together and respond to change can determine success, and a unified team is more resilient and focused. What qualities like these do you think today’s best executives embody most? Oh and if you want to know what “Omaha” means! I’ll send you a video explaining it in messaging. #Leadership #ExecutiveInsights #TeamAlignment #Communication #Collaboration #indianapoliscolts #peytonmanning

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There are new opportunities at every phase of a boom-bust-expand-contract-consolidate business cycle and at this moment, independent TV is one. In a space with some rapidly changing to the point of fluid audience behaviors across platforms (the rise of short form video, the continued strength of non-traditional platform like YT), this also is really smart. https://lnkd.in/gFuTZDxc

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This hits so true as we (I) determine what brands and people we want partner with at Doe-Anderson - the oldest indie agency in the US! "Independence registers in a deep sense of partnership. We treat our client’s success with the utmost care....any indie that considers pitching or running your business is investing its most precious and limited resources to do so—time, energy, focus, and heart." https://lnkd.in/gf9uf2iJ

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