Jay Kossifos FRSA

And Then There Was One Shari Redstone, the controlling shareholder and non-executive chair of Paramount Global, is wavering on the potential sale of the media conglomerate, according to recent reports. Redstone has been exploring various options for Paramount, including a potential acquisition by Skydance Media. However, she has been sending mixed signals in recent days regarding her willingness to sell the company. What will be her final decision? #media #streaming #entertainment

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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'...

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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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According to COMvergence (an independent research and data consultancy, which analyses media spend investments), an estimated $40billion worth of media billings that is likely to go into review in the not-too-distant future.  https://lnkd.in/eCDDpttD #advertisingagency #mediaagency #digitalagency #cmo #marketing #admatch #talentmatch #talenthunting #talentacquisition #executivesearch

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A liberating thought: "The struggle for certainty is an intrinsically hopeless one – which means you have permission to stop engaging in it." — Oliver Burkeman, Four Thousand Weeks At Brilliant Noise we enjoy the lightbulb moments and breakthroughs when developing gen AI literacy with clients. But there are a lot of difficult emotions too. There's fear, partly born of uncertainty and a sense that big changes are coming to how we work. Who we are. In Naomi Klein's in Doppelganger, she says: “Calm is not a replacement for righteous rage or fury at injustice, both of which are powerful drivers for necessary change. But calm is the precondition for focus, for the capacity to prioritize.” "Coming to terms" with generative AI doesn't mean unconditional surrender. The technology may be unstoppable but it is still shapeable in how it will affect the world. And we should all want to shape it. This is true at a personal, organisational and societal level. It's something I had in mind writing about the RARE (recognise, accept, reflect, experiment) framework in this week's Antonym. https://lnkd.in/en5Wmir3

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Here’s to the bold #adtech innovators. The #advertising visionaries.  The ad system #disruptors.  #AdTech #Economic #Forum in #London is right around the corner. It's the place to be on February 6, 2025 at the fabulous Royal Institution in Mayfair. Similar to our NYC forum, this event is highly curated but entirely focused on angel investors, venture investors, and six green shoot adtech companies that will pitch our audience and judges on their thesis across six supply areas: 1) #AgencyTech... creative tech and workflow tech to produce more for less 2) #DSPTech... yes, new DSPs are a real thing 3) #DataTech... it's what makes programmatic go around 4) #CurationTech... the new hot solutions changing what flows through the pipes 5) #SSPTech... yes, new variations are also a real thing 6) #PublisherTech... flipping the script and creating unfair advantages for publishers — it's about time! If you're one of these founders looking to test your ability and convince a discerning audience of your thesis then apply to pitch before Jan. 13, 2025. It's #free to apply and #free to pitch if you're selected. You get 2 free attendee tickets either way. You have nothing to lose and everything to gain. Apply today: https://lnkd.in/eyK9-CgK #Forum #Agenda We'll warm up with four quick fireside chats taking you through #three investment stages before we hear from our adtech visionaries. 1. Rémi Lemonnier will join me to talk about #angel investing in the new adtech world. 2. Giovanni Strocchi from BlackSheep Fund will walk me through his investment criteria. 3. Claire Houry from Ventech will share a different VC perspective from someone who started in banking and private equity buyouts. 4. All investors seek an exit and outsized returns at some point. Sir Martin Sorrell will join me to deliver a crash course on getting through an M&A deal. He's done more deals than anyone in advertising. In the afternoon, you'll experience 6 fast-paced pitches gaining even more #enlightenment. Just like our judges, you'll get to vote on which thesis resonates with you the most. All of us will achieve enlightenment. That's what AdTech Economic Forum is all about. Join the fun. Get your ticket today! https://lnkd.in/e_V895Sz

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As usual, spot on analysis by Mark Mulligan and MIDiA Research - Will this pattern be wildly different for podcasters but also other creators, such as series content? Current model is more around fund the series, produce it, and sell it to a channel, make more episodes. Lots of youtubers get big, but cheap production. We don't see a lot of entertainment and fiction series happening, it's talk radio and other low budget content. Bigger gets better production. There's a right size moment. This exists in music to a large degree - that home basement DIY recording vs the big studio album. The demo is the pilot. There's a polish to those top records. This is very interesting to watch and analyze. Thanks for the thought provoking insights, Mark. #musicindustry

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The amazing team at Mercuri looks at pitch decks from thousands of early-stage media and entertainment tech startups every year. We only end up investing in a dozen. My advice to startups is to build enough evidence and validation before seeking external investment Ideas are great, and solving a problem you’ve seen or experienced is a good place to start, but to get funded and eventually scale your business, you also need to know if the market wants and needs what you’re selling. Before you pitch ask yourself some simple questions: Why this, why you, why now, why this team? Can you demonstrate evidence that gives investors the confidence that this is the standout opportunity and you’re the ones to deliver it? If so then please get in touch.

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70% of people say they can’t remember the last time a brand did anything that excited them, according to a VML report.  Ouch. So what’s the answer? Rewonderment: the deliberate creation of awe and emotional resonance 💫 Consumers are crying out for brand experiences that make them laugh, cry, feel awe, feel discomfort - feel anything. Haven’t heard of rewonderment, or keen to know more about it? Rewonderment is the secret weapon that CMOs - indeed all marketers - need to know about. Here’s an article I wrote about it – I’d love you to check it out. https://lnkd.in/gis_-B6F

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They say that history repeats itself and that is true in media more than anywhere. Feels like that is more true in media than anywhere else. A decade ago, start-up media companies that were building massive traffic via social platforms were the rage. They attracted millions of views but never built and audience and ultimately suffered for it. Most of them are long gone. Today, you can see people trying to do it with newsletters. I regularly run across newsletters with 500k+ subscribers that were acquired for less than $2 each on social platforms. Founders of these newsletters think they are building the next Morning Brew or The Skimm but those newsletter resonated deeply with a specific audience. Most of these don't. The phony metrics will survive for a bit but ultimately fail. Newsletters as a platform will be blamed but this will be an an execution failure.

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In a new era of social computing, the Apple Vision Pro could be a potential disrupter for immersive marketing experiences. The much-anticipated mixed-reality headset has hit the market, sparking curiosity among consumers and marketers alike, as some brands are already jumping to explore these new capabilities. Apple has always been a leader in innovative technology, but sometimes it could be a hit or miss if the consumer demand aligns with the hefty price tag and the actual user experience meets expectations. Only time will tell if the Vision Pro will become a game-changer in the immersive tech landscape but I think early adopters are likely to benefit from creating a highly tailored user experience. #AppleVisionPro #Innovation #MarketingTrends

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A reaction to the news of Omnicom acquiring Interpublic Group (IPG). There was a time in America when going out for a great meal meant driving across town and choosing between Applebee’s, Cheesecake Factory, Chili’s, Cracker Barrel, Olive Garden, Outback Steakhouse, Pizza Hut, Red Lobster, Ruby Tuesday, Sizzler, or TGI Fridays. Mercifully, that time is gone. Thanks to cultural shifts pioneered by chefs like Alice Waters, Wolfgang Puck, David Chang, Roy Choi, and Anthony Bourdain––America opened their minds, and mouths, to new ideas in food. Add to that the influence of the Food Network, and a quiet revolution gained momentum. As the dinosaurs of Flavortown stare down extinction, we’re still driving across town, only now, it’s looking for that small place, in a stripmall, next to a vape shop, that just got a Michelin Star for their breakfast burritos that sell out every single day. You see, the most talented, creative, original chefs in America are not applying for jobs at TGIChiliBees. They’re following their passions and opening their own food trucks, pop-ups, and restaurants. The same thing is happening in advertising. The most talented, creative, original thinkers are not applying for jobs at holding companies. They’re following their passions and opening their own agencies, collectives, and consultancies. And that’s why we started Black Noise. Because we believe that when you create signal in the noise, you gain an unfair advantage. If you agree, and are curious how we would help move your brand forward, signal us. Because not everyone wants to “out-pizza the hut” … BLACK NOISE™ Make Signal ***

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As the AVOD/FAST market grows to an incredible 3.4 billion users by 2027, the opportunities are massive—but so are the challenges. Managing payments and reporting for content providers is becoming more complex as the industry scales. That’s why I’m excited to share our latest eBook, 'Powering Partner Payouts in the Age of FAST and AVOD.' It’s a must-read for entertainment executives navigating the financial complexities of this booming space. Learn how automation and streamlined infrastructure can keep you ahead of the curve.

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Last week, we welcomed the Adobe team and friends from across the Interpublic Group (IPG) network to R/GA at the Innovation Dock for a day of Generative AI learning and exploration to kick off the 'IPG Engine' — a first-to-market partnership with Adobe. Last week's event was all about creating space for our people to discover how to leverage Adobe’s GenStudio platforms to take their creativity to the next level, while having important conversations about Generative AI and its role in the creative industry. I joined a leadership panel with the brilliant Scott Belsky and Chidi Achara. Scott has centered his career on empowering creatives and helping them get credit for their work. So I appreciated the approach they are taking with AI on having their models built through credited and opt-in sources. I shared our approach to "Tools vs Rules" as the new way to build and scale your brand with others. Also my favorite question to ask is "Is your Brand Promptable," both in terms of how your brand is defined in people's minds --how would they prompt it if they were to ask for it-- and are you building the new interfaces to allow people to have a dialogue with it. But importantly, we also talked about the human quality of taste that will be needed regardless of technology. And cautioned that we can't lose the makers as everyone levels up to directors with the ease of these tools. I believe you have to go deeper into creation to truly develop creative taste and abilities. Digging into the history as well as hours and hours of drawing Bodoni and other typefaces by hand in art school gave me an appreciation for every curve of the typeface when I was working with it in Photoshop and Illustrator. The new tools we have today, like Adobe's Firefly, are truly amazing. The accessibility of these tools and creative expression is growing expansively-- where there will be a lot of highly polished creative content by everyone. Too much in fact. So it's going to place even more important role on the role creativity plays to push beyond the middle and truly move people. That will take humanity. This is what's most exciting to me --not doing more of the same more easily, but creating what's new and never been. Thank you to everyone who attended and to our partners at Adobe for leading such an impactful day and my team for always putting on a good event. #creativity #AI #humanity

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Sharp Catch me if you can! Retrofitting Brief ------------------ Truth: Mosquitoes become active and breeding levels rise rapidly above 35°C. In India, as summers approach, there's a spurt in mosquito density due to the sudden rise in temperature. They think it's their time to flourish with no one to catch them. Consumer Problem: It's difficult to catch mosquitos when they are active Consumer Goal: To buy Sharp Air Purifier which is master at catching mosquitoes even they are active. Strategy: Showing that the Sharp Air Purifiers breaking mosquitoes' confidence. Link: https://lnkd.in/gwASHpJq

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Women-led businesses statistically make more money. Listen in to find out why investing in women is a no-brainer.

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This week, Mark Donnigan and I detail (🎙 https://lnkd.in/gWZmTHVA) all of the numbers you need to know from Netflix's Q2 earnings and discuss why Netflix's ad business is not struggling like some in the media suggest. We also highlight interesting comments from Netflix about their upcoming live events, lack of need to bundle with other services and how fast their ad business is growing. We also review all the headlines related to European football, such as the partnership between CBS Sports and Serie A, the acquisition of Ligue 1 by DAZN and beIN, and FIFA's Club World Cup rights auction. We also dissect the data from FOX Sports, which released information on streaming viewership for the UEFA EURO 2024 Finals independently of pay TV for the first time. Lastly, we showcase the newest streaming services and packages from Verizon, Optimum, and MAX. Listen here:🎙 https://lnkd.in/gWZmTHVA

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In 1997, Apple released the iconic ‘Think Different/Crazy Ones’ TV commercial, a brilliant rallying cry for creativity. Here's a new take on it. I made this spec video, with editor extraordinaire Michael Matassa, as a reminder of where we are now in advertising and what we need to get back to - creativity. We need to stop the ‘boring’. Sadly, if Apple made their 1997 ad today, it could be like this. Many in the advertising industry seem to forget or ignore creativity, playing it safe seems to be the game plan. Too many people are afraid to rock any boats. We need more pirates. As Steve Jobs once said - “It’s better to be a pirate than join the navy.” This week, ADWEEK published an article titled - “People Want Ads That Make Them Laugh, Research Shows.” Eric Kallman summed up the above so well in a post today - This is freaking hilarious to me. It’s like publishing an article where the headline reads “people want food that tastes good.” Well said, Eric. What happened to entertaining people with ideas, creativity, and humour…you know…the memorable and fun stuff? More people need to believe in the power of creativity in advertising. So many people are scared of AI, but personally, I am more scared of boring and safe people, they are the true danger to creativity. We need to make advertising fun and interesting again. If you're going to interrupt people's lives with brand messages make them worthy of that interruption. Don't bore them. Luckily some are leading the charge - Uncommon Creative Studio, Mischief @ No Fixed Address, Erich & Kallman to name but a few. But we need more, many more. Don’t think boring. ♻ Please share this little message if you feel so inclined. #advertising #cannes #creativity #canneslions #ideas #creativedirector

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