Ekaterina Walter

It's a very dark time in media land. My sympathies go out to all of those impacted Participant and all across Hollywood during these very dark hours. The traditional business is in a true state of economic depression. Depressions ussually form due to a combination of technological upheaval and too much exhuberance on the part of the investment community in response to a changing landscape. In March of 1928, RCA or "Radio" as it was known in the market was selling for 94 dollars a share. By September 1929 the stock was selling at 505 dollars a share. By July of 1932, that same stock was selling for 17 dollars a share! Media has been here before. It may get darker before this next dawn, but inevitably we'll get to a better place in my beloved business. It won't be radio - or TV - or film, but a new generation of content that will bring fresh opportunities - the creator economy, AI. Until then, know that during any industry wide depression, you are not alone. Be kind and supportive to your fellow media bretheren, and do what you can to help bridge their journey to whatever is next.

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Good article on the value of original quality content and risks of GenAI’s generics & distortions today when AI volume is everywhere online. The image simulation is cool example!

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Let's celebrate the great marketers you work with by nominating them for AMA Chicago's #MarketerofTheYear Award! Applications open today -- please share with your networks so we can recognize them the amazing work they do for your organizations! Details and link to the application, below. #marketingawards #marketingleaders #marketingteam #celebratemarketing

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Jeanine Poggi. Look, I've been on both sides of the fence. Neither side is wonderful and everyone knows i am dead against pitching with creative work - after all, don't we create work WITH our agency partners? But if you are pitching, the first problem to identify is if your client has an internal or external problem - seriously. So many clients pretend it's about the consumer - but in truth it's often about internal dissatisfaction or disagreement. So meet ALL the decision makers right up front. Understand their needs and desires. Now, if you're lucky enough to pitch a client that has total internal alignment...well, then you can just focus on doing your job. Making magic for consumers. Finally....great clients value all creative work because even bad/wrong work helps us solve the problem. So great clients pay for pitches. (as we do at ABI and Kraft Heinz). Crap clients are entitled clients who expect people to dance for free.

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"I believe in the value of creative... and I think we're going to have to see that value dip when you don't invest in it before companies recognize the value." Lots of creative professionals and entrepreneurs are feeling the pressure of this moment and seeing the divestment in their talent. This episode gives voice to the tensions created by "the perfect storm" that's made #AI seem like the only pragmatic way to navigate bigger demands and smaller budgets. Thanks for suggesting, Kameron Davis! #Ai #creative #tech #value #business

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"If your company uses one of the world’s largest advertising agencies to tout its emissions reductions or promote breakthroughs in climate tech and clean energy, it’s time to ask questions about their client lists." It's great to see this message breaking out of the ad-industry only space, and come to light in other publications around climate action. The outsized-role that the advertising industry has played in facilitating the climate crisis by enabling the fossil fuel industry to kick-the-can down the road is unquestionable, and why I've become as passionate as I have been about the Clean Creatives movement (and why I'm an ambassador for them). If you control the ad or marketing budgets for your company and are concerned about the climate crisis (and especially if you're touting any sort of action on sustainability), it's really time to evaluate who's getting that message out for you; what they're doing with the insights that they gather from your work, and if they're actively working with others that are going against your mission. Thanks Heather Clancy for including me in this, and as always to Duncan Meisel and Kate Ogden for their continued leadership around this. #cleancreatives #bthechange #climateaction #protectourwinters https://lnkd.in/ewZEmXUt

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Getting "obsessed" with consumers can be a smart move for brands that can help increase engagement and loyalty. Ben Osborne of Creative Bloq writes, "We don’t invent brands; we find them – more archaeology than alchemy. We believe that inherent in every brand or company is something extraordinary and unique, a truth, worth uncovering." Creative branding is all about one thing, after all: the consumer. Why are we being creative? Why are we innovating? It's all for the consumer — to capture their engagement and loyalty. In obsessing over the consumer by learning from our metrics, consistently following up post-sale or interaction, and taking their feedback and interests as seriously as possible, we're bound to find that connection and loyalty. #ConsumerObsession #CreativeBranding #Marketing #Advertising

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Yes, I've started adding the "award-winning" descriptor to every relevant mention of this amazing marketing team and yours truly. You know that feeling when you've just survived production hell, you step back and take in the totality of what you all have conceived and managed to bring to life. You think, "It's done. And it's good!" Then you see the results and think "It worked!" Your colleagues agree, and usually, that's enough to carry the momentum into the next thing. And the next thing. And so on. Therein lies the challenge for high-performance teams. We yearn for the recognition, but the production cycle keeps turning. So I'm incredibly grateful to Evi Loveres--truly one of the most talented creative professionals in the industry--for breaking the cycle and championing this opportunity. In case you don't feel like clicking the link, Fictiv's annual State of Manufacturing report is my favorite campaign (and a beast of a project.) "State of Manufacturing is an in-depth annual report published by Fictiv to demonstrate its leadership and expertise in the manufacturing industry. Last year's report was generated by surveying over 240 leaders in engineering, supply chain, manufacturing, and product development to identify developing trends and gather key insights. These insights were packaged as a landing page, ebook/printed piece and was supported with an integrated campaign consisting of email, webinar, live panel discussion at a trade show, PR, and various social media promotions." Go ahead and click that link for a selection of creative assets developed for this comprehensive campaign. Results (June 2023 - April 2024) - Potential reach: 209.4M - 688 backlinks from 46 referring domains - 7K website users (4.7K new) - 600+ e-book downloads - 375 webinar registrants This campaign would not have been possible without my award-winning 😉 colleagues: Christine Evans, Michael Gorman, Evi Loveres, Varun Mehta, John Honey, Jenn Miller, Kaitlyn Silva 🏆

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As someone with nearly 40 years of professional writing and editing experience, including launching six business magazines like Internet Retailer, I can confidently say that the written word still matters. Tossing a few general thoughts into an AI chat box or document won't cut it if you aim for impactful communication. Great writing is simple, clear, and direct. Think back to those essays we all wrote in high school. Business writing, whether short or long, follows the same principles: State your theme: Start with a clear thesis or main idea. Make your points and back them up: Provide evidence or examples to support your argument. Summarize and close: Wrap it up neatly to leave a lasting impression. For those seeking guidance, The Elements of Style by Strunk and White remains as relevant today as it was decades ago. It’s a timeless guide to effective writing. Class dismissed!

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Wondering what's new in the world of early-stage innovation research? Katie Sheehan's team has helped many brands use conversational research to better explore unmet needs and whitespace territories, understand their real potential in the market, and refine ideas. Register for the next Reach3 Insights masterclass webinar featuring Katie and Matt Kleinschmit to hear what they're learning and best practices you can use right away: https://lnkd.in/gwrpUxga #innovation #marketresearch #productresearch

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Eye-opening, thought-provoking presentations and discussion yesterday at Sustainable Brands 2024 San Diego session on “Quantifying and reducing GHG emissions from marketing and advertising workstreams.” Industry and data experts explored the framework and methodology used to estimate brands’ greenhouse gas emissions, as well as some early days strategies and tactics for making differences. The excellent roster of speakers included Bill Wescott, Managing Partner at BrainOxygen LLC, Rachel Schnorr, Ad Net Zero’s USA Membership Director, Martin Bryan, Global Chief Sustainability Officer for IPG Mediabrands, Jason Melbourne, Chief Data Officer at Fairglow, and Kelly A. Burton, Founder and CEO of The ESG Shop, who moderated the panel discussion and Q&A. Key takeaways:  - Estimates are that when it comes to digital advertising, media delivery accounts for 55% of attributable GHG emissions.  - Measurement is a critical first step, and soon will be table stakes for all members of the digital media and marketing supply chain. - Sustainability and profitability are not enemies. They go hand in hand. Sightly is proud to be a member of Ad Net Zero US and to help drive real-time advertising and marketing outcomes for brands that value sustainability through our patented Brand Mentality® decision-intelligence platform. #SB24SanDiego #sustainability #brandmentality #decisionintelligence #contextualadvertising 

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The perfect conference - the 11 ingredients that are essential: 1. ***Strong editorial focus***: a clear theme or purpose that resonates with a specific audience, avoiding generic topics. It needs to challenge attendees with fresh ideas and perspectives. 2. ***High-caliber speakers***: this is not about celebrities or overhyped figures with little substance but thoughtful, well-spoken individuals who bring unique expertise.  They need to be able to deliver a compelling narrative or actionable insights. 3. ***Engaged audience***: a perfect conference has a knowledgeable and curious audience, who are as much a part of the conversation as the speakers. It’s about fostering dialogue and exchange rather than one-way communication. 4. ***Impeccable venue***: the location should be comfortable, aesthetically pleasing, and functional, offering natural light, good acoustics, and a layout that encourages interaction. The setting reflects the conference’s ambition and quality. 5. ***Exceptional food and hospitality***: offer high-quality, thoughtfully curated meals, snacks, and coffee. The food should reflect local flavours, be fresh, impart a sense of place. It's a chance to extend the experience and build connections informally. 6. ***Efficient time management***: stick to a well-planned schedule that is run as tightly as a well-produced TV or radio show. No one should feel rushed, but equally, sessions shouldn’t overrun or leave attendees with downtime.   7. ***Diverse formats***: keep energy levels high and attention focused. A blend of formats helps maintain engagement and stimulate different forms of learning.   8. ***Networking opportunities***: provide structured and informal opportunities for delegates to meet and exchange ideas. Networking is crucial, so creating spaces and moments for meaningful connections is key. 9. ***Curated attendee list***: an ideal conference doesn’t just sell tickets to anyone. The participants should be carefully chosen to align with the event’s focus, fostering a high level of conversation and interaction. 10. ***Memorable takeaways***: whether it’s a well-designed conference booklet, access to digital resources, or thought-provoking insights, attendees should leave with something valuable—mentally and physically. 11. ***Be a good host***: don’t outsource the essential role of host.  To enjoy high-quality content, impeccable organisation and attention to detail, do give the Monocle Quality of Life conference a go. Extend your summer and join Monocle’s editors in Istanbul 10-12 October 2024. There are still a few tickets left. It’s a conference experience that inspires, educates and connects. #Conference #QualityOfLife #Leadership #Networking

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There is no such thing as a sustainable consumer, and the need for a “green premium” is a mirage. Those are two of the many insights from Nicolai Broby Eckert in this webinar moderated by MIT Sloan Management Review. Nicolai is co-author of the new book “The Demand Revolution”, published by The MIT Press . #sustainability #marketing #communication

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Are you ready for the summer gift & home trade shows? The Top 10 Most Important Things to Do 30 Days (or more) Before Exhibiting at a Trade Show 1. **Finalize Booth Design and Layout** 🏢   - Confirm the design, layout, and theme of your booth. Ensure that all graphics, signage, and display materials are ready and meet the trade show regulations. 2. **Confirm Logistics and Shipping** 🚚   - Arrange for the transportation and delivery of your booth materials, products, and promotional items. Confirm shipping dates and addresses with your logistics provider. 3. **Promote Your Presence** 📣   - Announce your participation in the trade show through your website, social media channels, email newsletters, and press releases. Highlight any special events, product launches, or demonstrations you will be hosting. 4. **Schedule Meetings and Appointments** 📅   - Reach out to key clients, prospects, and industry partners to schedule meetings during the trade show. Use online tools to set appointments and manage your calendar. 5. **Prepare Marketing and Promotional Materials** 📜   - Ensure that all marketing collateral, such as brochures, business cards, product catalogs, and giveaways, are printed and ready. Make sure they align with your branding and trade show goals. 6. **Train Your Team** 🧑‍🏫   - Conduct a training session for your booth staff to ensure they are knowledgeable about the products, services, and key messages you want to convey. Review booth etiquette, lead capture processes, and sales pitches. 7. **Test Technology and Equipment** 💻   - Check and test all technological equipment, including computers, tablets, screens, and audio-visual equipment, to ensure they are functioning correctly. Prepare backups and troubleshoot potential issues. 8. **Plan Your Trade Show Strategy** 📝   - Develop a strategy that includes your goals, target audience, key messages, and engagement tactics. Assign specific roles and responsibilities to your team members to ensure everyone knows their tasks. 9. **Arrange for On-site Services** 🛠️   - Confirm any on-site services you may need, such as internet access, electrical hookups, cleaning services, and catering. Make sure these services are booked and confirmed with the trade show organizers. 10. **Prepare for Follow-up** 📧   - Create a plan for post-show follow-up, including how you will manage and track leads, send thank-you notes, and schedule follow-up meetings. Prepare any templates or automated emails in advance. By following these steps, you will be well-prepared for a successful trade show exhibition. https://lnkd.in/eSczUhVK #CustomerEngagement #TradeShowSeason #BrandVisibility #BusinessExcellence AmericasMart Atlanta | ANDMORE Dallas Market Center Las Vegas Market | ANDMORE℠ NY NOW® Emerald Events and Exhibitions

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Want to stand out as an industry leader? Publish a white paper. Often mistaken as an archaic form of writing, white papers are coming back in a big way to highlight primary and secondary research to build credibility and earn trust with your audience. The best part is that white papers can be repurposed for blogs, social media content, book sections, and more. We love the idea of repurposing white papers so much that People First Content has added a new service called a Content Waterfall. 💧We'll start with a well-researched white paper 💧💧 Then turn that into 2 blog posts 💧💧💧💧Then turn those into 4 LinkedIn posts And then we'll turn around and do it all again with a different topic. Learn more at https://lnkd.in/gru-QCqH #content #whitepaper #thoughtleadership #peoplefirstcontent

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I'm more convinced than I've ever been that traditional PR is outdated, and adtech companies should be taking a content-led PR approach. But my view of why has shifted. I used to view it from the supply lens. "There are too few journalists and too many marketers. It's too hard to compete for reporters' attention. So, take the message into your own hands." The conclusion is right (I think), but the reasoning is different. The main reason you need to change your marketing approach is not the ratio of marketers to journalists. It actually has very little to do with the traditional media. It's about how people (including your customers) consume information. Your customers are people. They work for businesses, but on an individual level, they're just like you and me. And how do we all get our news and information? Is it the same as it was in 2005 when the media site / blog was dominant? No. Most of us spend the bulk of our time on social: LinkedIn, Twitter, Reddit. We listen to podcasts (both by traditional and non-traditional media). We read newsletters like Ari Paparo's, Eric Seufert's, and U of Digital's. Media sites are part of this mix; I don't think they are the dominant part of it. So, why would your comms approach not treat each of these channels equally? Why would you not optimize for the way your customers are learning about the industry and researching their buying choices? The modern B2B comms mix is primarily as follows: 1. Social (mostly LinkedIn and Twitter) 2. Email (newsletters) 3. Audio (podcasts) 4. Traditional media (AdExchanger, Ad Age, etc) It's all part of the mix. But most adtech companies way overindex on #4 (because it's how PR has always worked) and way underindex on nos. 1, 2, and 3. Our industry's biggest cliché is meeting the customer wherever they are with the right message. Are you taking your own advice?

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Our collective impact on the environment is top-of-mind for customers all over the world. It doesn't stop at buying more sustainable products—they increasingly want the companies they buy from to commit to reducing their carbon footprints. w/ Neste #sustainability #transparency #credibility

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