Jessica Coccaro

Today's marketers are turning to nontraditional advertising formats to garner consumer attention, thanks to a highly fragmented marketing environment where mass media moments are few and far between. Mother New York strategist Evan Giordano sums it up nicely: "You can’t rely on advertising around a piece of culture anymore and expect that anyone and everyone will see it, because they won’t.” #Marketing #NontraditionalFormats #MarketingTrends

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I'm a big believer in the power of Pattern Recognition, and here is a Pattern that I often find myself Recognizing: Things change SLOWLY, and then RAPPIDLY. For example, when I started consulting for talkshoplive® just a few years ago, the majority of marketers and media companies were either unaware of the potential of live-stream shopping and / or they misunderstood it and dismissed it. But Bryan Moore knew exactly what the potential - and power - of this new form of social-commerce was. So much so that talkshoplive® is to live-stream shopping what Apple is to tech, Google is to search, Meta is to social, Netflix is to streaming, and X is to turning 44 billion dollars in venture capital into 25 dollars in cash... But I digress. As Variety summed up today's amazing announcement, "NBCU’s massive reach paired with the power and scale of TalkShopLive’s multi-embed point of sale technology is truly a game-changing partnership for what the future of video commerce and bridging the worlds of entertainment and retail together looks like, by making every moment shoppable. This partnership is transformative for talent, brands, and retailers looking to reach new customers and drive sales.” In other words, if you SUDDENLY notice all of your favorite brands, retailers, and talent are collaborating on shoppable, shareable, irresistible content... thank Bryan Moore for that. Lord knows I do.

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Check out the first in a series from 4A's and LBBonline - Little Black Book featuring our #JCA head jurors. Hear from Jamie Shuttleworth on the critical role Strategists play in the advertising and marketing process, how the role has evolved, how to bridge the language barrier with Clients, what’s the Strategist’s superpower and more! ‘

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Regardless of the outcome Ian is one of the best in the business. Well done.

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SAVE THE DATE: Will history repeat itself? All are welcome to join this important discussion about the how media and creative are reuniting in meaningful ways, for more meaningful outcomes.

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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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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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It's been a few days since Cannes Lions 2024 concluded, and I'm still processing the incredible experience, of my 10th anniversary at this awe inspiring event. Amidst the buzz of AI, one key takeaway resonates – humanity remains at the heart of innovation. Publicis brought humor to the ever-present AI chatter, with “AI BS Bot”, and to to quote our Microsoft friends, “AI is not creative, you are!” There was a palpable sense of positivity & inspiration in the work that won. Work that did not take itself too seriously. A strong feeling that the industry had brought humanity and fun back into creativity. 6 key threads that ran through the winning work… 1. From championing causes to championing people - a shift from the purpose lead work we have seen in previous years, to focussing in on true human challenges and characters. Reference - Axa, 'Three Words'. 2. Make purpose sell to people - For the first time in a long time, we saw how brands stepped back out to boldly sell again, but backed by purpose. Reference - Renault, 'Cars to Work'. 3. Superiority is nothing without relevance - Yes, you can profess to be the best in the game, but back it up with relevant (& humorous) “why’s” - Reference: Tide, 'Gonna need more Tide'. 4. Technology has become instrumental not ornamental - Technology as the enabler not the centerpiece! Reference: Orange - ‘Women’s Football’. 5. Creativity doesn’t stop at the insight - supercharge the insight! Reference - Toyota, the ‘Oh Sh1t Handle’, Mattress Firm, ‘How do you sleep at night?’ 6. Meet people on their terms - consumers remix your brands ,…so meet them there. Reference - Coke, 'Recycle', Heineken (or is it ‘Haikenen’?), '150th Anniversary'. Reflecting on the week, there is an overwhelming sense that connecting with the industry and the people is what really matters. Whether through a well crafted and deeply engaging panel, fireside chat, keynote or meeting, or discussions over dinner (or glass of Rose), or simply bumping into industry colleagues and friends along the La Croisette. Reunions and rendezvous with some of the smartest, most creative people on the planet (not just in our industry), really leaves an imprint. I am overwhelmed by how lucky and grateful I am to be a part of this magical industry, and feel blessed that we get to work and play in this space every day. Thank you Cannes Lions 2024! The best yet!

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Everything Gavin Bridge says here about the opportunity for FAST (Free Ad Supported Streaming TV, eg Tubi) is why streaming platforms are a partnership and ultimately exit opportunity for MakeLoveNotPorn, because our 'human curation layer on top of the internet' offering represents the partner/investor Holy Grail - how to monetize sex, safely: 'FAST services shouldn’t shun brand extensions from adult brands, especially given the interest in the genre and their higher than average adoption of FAST. .. At the end of the day, capitalism will ultimately see that the most money to be made is made, and it is for reasons like this that I think what’s outlined here will happen sooner than later.' https://lnkd.in/etq9KYJe

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When John Landgraf talks, I tend to listen. The Mayor of Television who coined the term “Peak TV” as the long time CEO of FX, Landgraf appeared at Variety‘s Business Managers Breakfast this past week espousing old-school TV shows ‘along the lines of procedural dramas and multi camera sitcoms fell far out of favor with the creative community… but viewers never gave up on these tried and true forms,’ per Variety’s own coverage. We dug into this shift in programming format a couple weeks ago (https://lnkd.in/gTdswjCq), reflecting the increased viewership and cultural resonance of shows like the rebooted Matlock, Happy Place and High Potential. To further anchor this, our friends at National Research Group did a deep dive into why audiences are returning to older content like Sex in the City, Friends, Suits or Gilmore Girls, citing a number of factors that I think execs like Landgraf are seeking to instill into their new programming, namely: comfort (literally the study cites the ‘reduction in anxiety’ as a top reason for choosing older content), consistent quality, good for background viewing. Just connecting the simple dots here - broadcast-like content created for (nearly) everyone that is easy to digest, significantly lowers decision fatigue and provides the mostly-mindless TV viewing experience our parents hemmed-and-hawed about endlessly throughout the whole later half of the 20th century. And for the networks - a show that runs five to ten seasons that can be licensed again and again and again and again providing tangible, high margin economic value for decades. It’s how this business was pretty much built. https://lnkd.in/gm33bNEP

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Authenticity is key. “ensure your campaigns authentically reflect and celebrate the diverse cultures they aim to represent. This means going beyond superficial elements and truly understanding and integrating cultural nuances, values, and perspectives into the campaign.”  Critical advice from this year’s  #ANAMulti Awards judge Doris Huang from ADMERASIA.  You have until Aug 16 to enter your work https://bit.ly/46g5hdF into the 2024 Multicultural Excellence Awards. Before you submit, be sure to review the insights Doris has shared on trends in the marketplace and how she distinguishes good vs. exceptional multicultural marketing.   #InclusiveMarketing #MulticulturalExcellence #DiversityInMarketing #MulticulturalMarketing

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As an icebreaker in a recent dance class, we were asked to say our names in melody or rhythm. The result? Momentary embarrassment followed quickly by the freedom of play (shoutout to my freestyle+ play maestros) - but more than anything, an instantaneous and lasting memory of all 20 classmates' names. Is this not the power of sonic branding? Veritonic's recent study revealed that "64% of podcast listeners report feeling more connected to a brand when it has a sound identity as opposed to brands that only have a visual identity." The neuroscience holds up as our brains are wired to connect melody to memory, but brands are slow to prioritize "sound and feel" in their identity and awareness strategies. Now, this study started with listening behavior to begin with - polling podcast listeners about, well, listening. But the direction is still (ugh pun intended) sound... Podcast hosts are even taking sonic branding into their own improvised hands - Dax Shepherd's greatest gift to ZipRecruiter was creating that "get recruitin'" melody in each podcast ad, Busy Phillips did the same for Foria (with an homage to "Gloria") - perhaps creating more actual brand recognition and value than any testimonial could. SO. Brands, like my fellow awkward dancers, may follow the same trajectory: momentary embarrassment (I need a jingle in 2024?!), the freedom of play (yes, yes I do), and invaluable lasting memory. I mean, does Gen Z even know how to spell b-o-l-o-g-n-a?! https://lnkd.in/gd2seDCG

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✅🖥️ Yahoo Finance (9/12): “In an early renewal of their multi-year deal, the companies said an ad-supported version of Max, which includes all HBO and Discovery+ content, will be available to all Spectrum TV Select packages. Charter is the nation's largest pay TV company. Max and Discovery+ will be added to Spectrum's bundle, which already includes streaming platforms such as Disney+, ESPN+ and Paramount+. As part of the agreement, Spectrum will continue to carry Warner Bros Discovery's TV network portfolio, including sports network TNT, CNN, Food Network and Discovery. The media and entertainment giant's TV business has been struggling due to cord-cutting by consumers and weak recovery in the advertising market.” ⬇️ #streamingtv #ctv #ott #mvpd #cordcutting #avod https://lnkd.in/ey68mGEB

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Brand love or brand growth? Choose both. Through creativity, commerce has transformed from transactional tactics to inspiring brand experiences that happen to sell a whole lot of stuff. I hope you enjoy my thoughts on Creative Commerce. MRM McCann Worldgroup ADWEEK

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Dentsu is revving up its engines and taking no prisoners with the promotion of Stephen Kiely to CEO of Tag Americas. After 18 years of strutting his stuff in the dentsu arena, Kiely is now at the helm of a company that was snatched up for a jaw-dropping $678 million. Talk about a pricey dinner date! Dentsu isn’t just playing around; they’re betting big on Kiely to expand Tag’s reach across the U.S., Canada, and Latin America. Now, if you think stepping into the CEO role of Tag is just another nine-to-five gig, think again. Kiely will be wrestling with the increasing demands for tech-enabled and AI-integrated creative production—basically, he’s being asked to juggle flaming swords while riding a unicycle on a tightrope. In his own words, Kiely noted, “The market is energized by the combined power of Tag and dentsu. We've already seen the success of this winning value proposition.” Let’s hope he’s not just blowing smoke. But don’t let his polished corporate persona fool you. Kiely isn’t just about boardroom banter; he’s got a mission. He’s tasked with transforming Tag into a creative powerhouse, and he seems ready to roll up his sleeves and get dirty—figuratively speaking, of course. He mentioned that “our ambition is to add to that commitment of not only delivering best-in-class brand but of performance capabilities too.” You can practically hear the sound of his eyes rolling as he puts on his ‘let’s-get-it-done’ cap. The leadership shakeup doesn't end with Kiely. Patrick Hounsell is stepping into the role of CEO of Dentsu Canada, ensuring the company remains a beacon of innovation—probably while wearing a cape and spandex. With over 25 years of experience, Hounsell is tasked with building on the momentum created by Kiely, proving that these two are more like a dynamic duo than mere colleagues. As Dentsu continues to push the envelope, one can’t help but wonder: is this corporate reshuffling merely a game of musical chairs, or are they actually onto something? With the advertising landscape morphing faster than your cousin’s relationship status on Facebook, brands need leaders who can keep up. In a world where clients crave innovation like toddlers crave candy, Kiely and Hounsell are gearing up to serve it hot. And in a humorous twist that only someone in the advertising biz could appreciate, I’ll leave you with this cheeky nugget: “In the world of advertising, if you're not growing, you're just compost.” That’s right, Stephen—let’s hope you’re more of a sprout than a pile of rotting leaves. Toby Codrington Michael Komasinski Pete Stein Robert Ryan McHardy Steve Nickerson Sheri Wilson

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As the exclusive partner of NBCUniversal, delivering ads across linear and digital TV for the 2024 Paris Olympics, XR Extreme Reach leveraged our AI-powered asset analysis to identify key trends around skin tone and gender representation in this year’s ads. Skin Tone Representation: Darker skin tones were featured in 38% of Olympic ads, surpassing the industry benchmark and the overall US TV ad average of 28% for the first half of the year. Gender Representation: While we celebrate gender parity among athletes and in prime time coverage, women’s representation in ads fell slightly short at 40%, 3% less than the industry benchmark. These findings underscore the power of data-driven insights in driving positive change. We’re committed to enabling brands to unleash their creative intelligence to create more inclusive and impactful campaigns. Read more here: https://bit.ly/3MdDAsG #CreativeIntelligence #Advertising #Paris2024 #XR

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Today's report from Madison and Wall on IPG's results contains an interesting comment. Noting that IPG is behind Omnicom and Publicis in principal-based trading (aka Inventory or Proprietary Media), M&W states the following: "...because essentially all large clients by now accept that their agencies participate in these activities, additional growth opportunities will surely follow". Brian Wieser, CFA and his team are nearly always on the money but this time I'm not sure they are right. It is possible that all large clients know that their agency groups do this, but this is not the same as agreeing to do it. There are big advertisers who don't agree with the principle and practice of principal -based trading and do not allow it. The recent study by Association of National Advertisers showed that understanding of it is far from universal (although this wasn't only 'large' advertisers). Principal-based trading delivers very little advantage to advertisers compared to the benefits to the agency groups, and advertisers need to jump through many hoops if they agree to it but with limited upside. It is interesting that Publicis and WPP have engaged in trading blows over their reliance on this. It is far from certain that Principal-based media is the panacea it appears to be for the big groups. Steve Boehler

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I had the pleasure of joining Lou Paskalis, Tim Brown and the Association of National Advertisers to attempt to move the needle on buying quality media in lieu of cheap CPM inventory of questionable origin. Our panel dialogue, "Is the Programmatic Juice Worth the Squeeze," concluded it is because, among other things, quality media produces outcome metrics that matter. Drilling in specifically on news media -- a publishing category that continues to be in a world of hurt, Lou writes in AdExchanger that "... many presenters attempted to debunk the myth that brands that advertise adjacent to divisive or provocative content risk exposing themselves to backlash. Stagwell Global released research that showed virtually no difference in purchase intent for brands when their ads appeared next to editorial content, whether it was inflammatory or not. The question remains: Will marketers overcome their gut feelings in light of compelling research to the contrary?" I am always encouraged by this type of research, but I've come to expect that I'll be discouraged by the lack of change in media spend across trusted, professional journalism. IMHO, what we need to demonstrate *in addition to* these consumer sentiment findings is the hard data that shows equal or better RoAS (or other measurable outcome metrics) in the news content category. Evidence supports my hypothesis of better results in news vs. other content categories. For example, one recent TRUSTX advertiser experienced a 2.5x decrease in cost-per-acquisition on a campaign that was 59% targeted within news domains. News works because it's a lean-in environment where the audience is actively engaged. I am begging brands to give news a second chance. And not because its any advertiser's duty to save journalism, but because the stuff just works.

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Calling all marketing and media leaders. We spoke to over a 1000 marketers around the world about their current strategies for building growth. Surprise surprise there's also a bit in there about news and today it feels like the world needs trusted journalism and trusted news sources more than ever. And what's more the media and adveritising industry seems to agree. Take just about any conference or event this year and support for premium publishers has been high on the agenda and yet news avoidance is real and publishers of all types are still being penalised for outdated blocklists and tools that still don't understand the difference between safety and suitability. What's encouraging is the increasing number of conversations taking place across the publisher community that are pushing back on this, but far more importantly, the growing evidence that contrary to what some may think, news is in fact good for business. CNN International Commercial WORLDMEDIA GROUP LTD. Stagwell

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