Luis Miranda

✅🖥️ WSJ (7/19): “The streaming company added 8.05MM subs in Q2, compared with 5.89MM net new subs during the same period a year earlier. It expects new customer additions to be lower in the current quarter than the same period last year, when it began limiting password sharing in earnest. Revenue rose nearly 17% year over year to $9.56B in the second quarter, beating the company’s projections. Netflix raised its revenue growth forecast for 2024 to 14% to 15%, up from 13% to 15%. The strong performance is a sign that Netflix’s efforts to change its plan pricing and lineup, limit password sharing and expand the advertising tier of its service are bearing fruit. Netflix continues to lead the pack in streaming as entertainment companies such as Disney and WBD try to balance a decline in revenue and viewership of their traditional TV businesses while investing more in their streaming platforms. It ended the second quarter with 277.65MM customers globally. Netflix on Thursday said it would begin phasing out its lowest-cost, ad-free $11.99 a month basic plan in the U.S. and France. The company made similar moves in Canada and the U.K earlier this year. More than 45% of all sign-ups in countries in which the ad tier is available come from that plan, the company said.In May, the ad-supported plan had 40MM global MAUs, up from 5MM a year ago.” ⬇️ #streamingtv #ctv #ott #avod #svod #upfronts https://lnkd.in/e9su2saE

6

Only a week to go to take advantage of a 20% discount on my coaching services, the offer ends Aug 29. I coach people at all stages of their creative careers, from those just starting out to Executive Creative Directors and everyone in between. You don't even have to be in a creative role, I have also been coaching people working in agency management and strategy roles. Here are just some of the things coaching can help you with. - Getting unstuck. - Reinventing a career. - Finding a new direction. - Climbing the ladder to a leadership role. - Navigating agency issues and obstacles. - Developing more and better work. - Going out on your own with a creative business start-up. - Building your personal brand. And more. Also, I’m giving away 20 free one-hour sessions to the first 20 people who sign up for any of my coaching sessions - you can gift that session to anyone you like. I’m on a mission to help 1,000 people in their creative careers, this is one additional way I can achieve this goal. (There are now 17 free sessions left). Email me at [email protected] for more details and to get your 20% off before August 29 plus one of the free one-hour sessions for you to give to someone else. #creative #advertising #creativecoach #creativedirector #creativecareers

7

Netflix has the DNA of a disruptor but as this piece explains, ad-free mass media is proving to be a “blip” and advertising revenue is now key to its growth. “Netflix is no different to Disney, Paramount, Warner Bros. Discovery and Comcast — just another international TV company that is dependent on the same economic equation,” the publication’s editor-in-chief writes. I find it fascinating, though not surprising, that the world’s largest streaming service is headed “back to the future” and the proven economics of traditional ad-funded television. It’s great news for advertisers who will be able to increasingly access Netflix’s valuable audience. https://lnkd.in/esyAsQRX

9

Why did WPP and Cannes invite Elon Musk to speak at Cannes? Musk has shown nothing but contempt for the advertising industry, expressed racist views, peddled dangerous conspiracy theories, and allowed hate speech and disinformation to run amok on the website formerly known as Twitter. At the beginning of their discussion, Read lamely said that he “didn’t agree with Elon on everything” which is about as hard-hitting as it got. You can watch the whole painful interview, which consists entirely of Read lobbing softball after softball to Musk, on YouTube. Here's the thing. If you’re going to put a malign figure like Musk on a stage—especially if you lead a company that claims to value diversity—you should hold him to account. So these are 10 questions Read should've asked. 1.       You wrote that “DEI is just another word for racism.” I couldn’t disagree more, and at WPP, we are strong proponents of DEI, and have invested heavily in it. Why do you believe it’s racist? 2.       Regarding DEI programs, you also wrote, “It will take an airplane crashing and killing hundreds of people for them to change this crazy policy of DIE [sic].” What evidence do you have that DEI initiatives make airline travel less safe? 3.       Your post about airline safety was a reply to a post that claimed, without evidence, that Black HBCU graduates have low IQs (“borderline intellectual impairment”). Do you think your amplification of racist views like that is responsible? 4.       Since Tesla is currently being sued both by the US Equal Opportunity Commission and by 200 Black employees for racial discrimination, don’t you think your company would benefit from more diverse representation and perspectives? 5.       You accused the Anti-Defamation League (ADL), one of the world’s most well-regarded organizations committed to fighting hatred—and one we have supported at WPP— of being “the biggest generators of anti-Semitism” on X. What is the evidence that this is true? 6.       You agreed with a post that said Jewish people hold a “dialectical hatred” of white people, writing, “You have said the actual truth.” Why did you agree with that? 7.       You posted a video that promoted "the great replacement" theory, writing "This is actually happening!" Can you explain that? 8.       You often claim you are a “free speech absolutist.” But according to Bloomberg, you ordered a team to search Twitter employees’ Slack and social media postings and fired those who made “snarky comments” about you. How do you square that? 9.       Multiple independent studies, including by the EU, the ADL, the Center for Countering Digital Hate, and Montclair State University have shown that hate speech and disinformation on X have increased dramatically since you bought the company. Why has that happened? 10. Why should brands advertise on X when the CEO amplifies content that almost no brands want to be associated with? #CannesLions2024 #WPP #Advertising #X

733

240 Comments

A reminder that we’re one week away from our early deadline for entries in this year’s Clio Music Awards program. Realize savings on entry fees by submitting your work before next Friday, 6/21, at 11:59 pm ET. In addition to the numerous music marketing and music in advertising mediums and categories from past programs, we've added six new mediums this year: 1) LIVE MUSIC - Entries in this medium include creative work that promotes live musical performances at music venues, festivals, concert series, events, stunts, or activations (IRL or virtual) and/or work promoting a live music organization or venue in a new, unique, or especially creative manner. (Venues, Festivals, Concerts, Brand or Company). 2) MERCHANDISE & PREMIUMS - Entries in this medium are for licensed or in-house-produced physical products or apparel that promote an artist, music product, or music service. (Apparel, Footwear, & Household Goods, Beauty, Fitness & Health, Collectibles, Food & Beverage, Technology). 3) USE OF MUSIC IN ADVERTISING CRAFT - Entries in this medium include songwriting technique and the craft/skills used in the execution of audio content in advertising or a trailer/teaser (Arrangement, Casting/Performance, Collaboration, Editing, Lyrics, Music Supervision, Score, Songwriting). 4) DESIGN CRAFT - Entries in this medium include technique and craft/skills used in the execution of design (Copywriting, Graphic Design, Typography, Illustration, Use of Photography). 5) DIGITAL & SOCIAL MEDIA CRAFT - Entries in this medium include technique and craft/skills used in the execution of digital, social, and or mobile content (Copywriting, Direction, Editing, Graphic Design, Motion Graphics, Sound Design). 6) USE OF MUSIC IN ADVERTISING INNOVATION - Entries in this medium include brand work that utilizes music in advertising in a new, unique, or especially creative manner. Get started at https://lnkd.in/g24-yKNC

40

The hype cycle continues to play out to a tee. Just as the framework suggests the lack of silver bullet outcomes causes those who lack historical context, experience with technology or both to bail out because (insert irrational rationalization). There will be a lull and even a subsidence after which the truly productive applications begin to surface. Historical context, however, means asking not whether the hype cycle would carry out its mission (that was always a foregone conclusion). It was whether or not we are heading into a fifth AI Winter which would be a much bigger deal. Most mid term business transformation growth driver assumptions are predicated on significant demand for AI infrastructure research, development and delivery. Hype cycle = economic hiccup. Fifth AI Winter = economic catastrophe. My money is on the following: 1. The ensuing, near-inevitable AI category slowdown that's just now starting to show its head will force most, if not all, to admit Generative AI (GAI) is not only not about to become sentient Artificial General Intelligence (AGI) but it may never get better than it is today. Several notable AI luminaries have postulated how GAI will give way to another version of the technology that will provide the real breakthrough which makes more sense. Sam Altman will become yesterday's news replaced by someone who wears a similar hoodie. 2. There will be hard to explain disconnects with parts of the AI category slowing considerably (venture funding and service companies) with others humming along (semiconductor and data centers). Many will speculate how this could be the result of a rush to embrace the potential of Quantum Computing ignoring the fact that technology is not only nascent and unproven commercially but also running on radically different hardware. The reality will be how GAI has been productive for companies in terms of automating certain parts of the workforce and, now that they have a taste for that sort of efficiency, are happy to spend more. They just don't want to advertise it because the idea of automating said processes in a time of higher unemployment just looks bad. 3. The resulting sobriety spreading across companies will also force many to admit how synthetic data is not a solution to the data deficiencies they faced as they worked to satisfy insistent stakeholders and wall street pundits asking when they would take advantage of GAI. This will then focus them on the question of, "well, what data do we need? And how do we get it?" This will push managers towards third party data providers like never before but the limitations inherent to the data ownability and quality will force them finally stop fantasizing about a "360 degree view of the customer" and instead focus on the idea of 1:1 relationships "at scale." You will be free to roll your eyes at that as well but don't let them see you as they've got a tough job. The inherent lesson here is just to jump to #3. Of course I could be wrong.

6

Last Chance #SxSW Panel Picker Voting Dance... or these 3 things below: 1) The SXSW PanelPicker voting ends today (Sunday, 8/18 @ 11:59 pm PT)! 2) 30% of their selection process is based on Community Voting. 3) Voting is easy. - Login or create a new account if you don't have one. - Then vote ⬆ (and leave a comment if you have a bit more time) if there's a panel or panels that intrigue you or you think have some thought leadership that should be shared at the conference and beyond. - Public voting by YOU (any of you reading this) does matter, is not just a marketing/PR thing, and could help get a panel into a programming slot. Some "interesting" things I noted that of the 4,600+ proposal submissions for the #SxSW25 Festival/Conference (thanks to Hugh's informative posts about these submissions): - Nearly 1,000 are focused on "AI" in some way (the 2023-24 theme of the year) and nearly 1,000 are focused on "Community" in some way. (The much-needed theme of the year). Please do not ask me if there are any that intersect and focus on both "AI "+ "Community," I haven't checked but I'm sure there's an App or panel for that). - 363 reference "XR" ("Augmented" or "Virtual Reality") or the "Metaverse" with 183 looking at "Reality" itself in some way. - But, only 1 proposal mentions "The Astral Plane" and that's this one: "Reaching the Astral Plane: Unlocking Identity’s Superpower" - What's the Astral Plane you ask? Why it's only Marvel's metaphorical realm of infinite possibilities and untapped potential where Dr. Strange uncovered innovative abilities. - Why vote for this panel? Not just because I'm asking nicely (though I am), but because it's a timely, important conversation to have in our era of loneliness, division, and stagnation. This discussion between two powerhouse women (Ad industry veteran Audrey Mitchell, founder/CEO of Maude & Dr. Dina Ibrahim, San Francisco State University Professor of Media, Entertainment & Communication Arts and expert on audience identity). They will show how we are all much more alike than different, but also how to unleash creativity, ideation (and build community) through the pioneering communication science of identity. VOTE HERE: https://bit.ly/3yDS2ac for Identity for the win! Learn more by watching Audrey speaking about this proposal below. #XR #VR #Metaverse #Marvel #SxSW2025 #SxSW25 #SxSWConference #MarvelUniverse #DrStrange #AstralPlane #Loneliness #division #identity #creativity #superpower #communication #SFSU

7

3 Comments

🔈 Thursday Thoughts: Demystifying How to Pitch to Local Media I recently secured coverage with several major local San Francisco Bay Area-based media outlets. Here's what I observed: 💡 No RSVPs: Broadcast media, such as TV and radio, tend not to RSVP to events. They just show up! 💡 Relationships Matter: It's crucial to have direct contact with assignment editors and individual reporters. While this sounds like common sense, I often see many (especially tech PR specialists) pitching irrelevant news to random reporters. 💡 Early Risers: Pitches need to go out early in the morning—sometimes as early as 4 am—to capture the attention of assignment editors, especially in broadcast media. 💡 Be a Producer: Due to newsroom budget cuts, the cameraman may also act as the reporter onsite. As a PR pro, you need to act as a producer and help shape the story. Amateur PR specialists often just stand by and watch the interview happen. I've seen this many times. They should be able to line up interviewees and provide background information to help shape the story. 💡 Cultural Competency: I often see PR 'pros" treat journalists who are people of color like second-class citizens. The journalists notice and remember this treatment. I've had several off-the-record conversations with POC journalists in mainstream media who have declined pitches from major PR agencies because of their attitude. 💡 Kindness Matters: Thank everyone after the interview is done. I take care of my journalists when they're onsite—I make sure they are fed and hydrated. 💡 Mass Email: Good news! Local media is open to mass pitches. However, make sure you include the right reporters and conduct one-on-one follow-ups. Entertainment, political, and community press are okay with mass pitches. However, do NOT do this with the tech press—you will end up on the naughty list. 💡 Hire Local: Local media outlets are not fans of big national agencies pitching local stories. It can come across as inauthentic. I recommend bringing on a regional PR specialist to help you navigate the local nuances. #PR #MediaRelations #MediaStrategy

27

3 Comments

How to Pick The Right Creator Partners Working with the right influencers can boost a brand’s credibility, increase visibility, and drive real engagement. When you’re trying to find influencers for your brand, picking the right creator isn’t as simple as just looking at their follower count. In this guide, Later dive into why partnering with influencers is so effective, how to find the perfect match for your campaign, and the best practices for reaching out and managing these valuable relationships. https://lnkd.in/dJB8P-XY

14

Content services everywhere are ramping up their offerings as competition shifts models. The “streaming wars” that dominated industry headlines in 2022 have evolved into a new landscape, one where FAST offering and ad-powered services now compete for audience attention using TV models. It will be interesting to see where things go from here. #AdTech #AdPublishing #PFASTTV

1

✅🖥️ Variety (5/22): “Last year, the writers strike kept boldface names from appearing at the upfronts. This year, everybody turned up the star power to 11. NBCU stuffed its presentation with performances from Little Big Town, Michael Bublé and Kelly Clarkson. Amazon went overboard with a nonstop parade of A-listers, including Reese Witherspoon, Will Ferrell, Jake Gyllenhaal and tennis great Roger Federer, with none other than Alicia Keys as the opening act (and yes, she promoted her Amazon line of skin care products). Disney also hauled out the heavy hitters: Ryan Reynolds, Michelle Williams, Sterling K. Brown, Steve Martin, Martin Short and Selena Gomez, just to name a few. Opening Disney’s upfront was Emma Stone, introducing CEO Bob Iger while getting in one more plug for her Oscar-winning film “Poor Things.” The sheer number of movie mentions (NBCU took time to debut the trailer to “Wicked”) felt unusual at an event traditionally tailored to ad-supported TV. But in the streaming age, everything’s for sale — and there’s nothing brands like more than cozying their messages up to the biggest names in showbiz. Sports franchises were put on a higher pedestal than usual as networks lean on live games to deliver the audiences that advertisers covet. Sports personalities, from Tom Brady to Jason Kelce to Dawn Staley, were all over the presentations. Fox made it clear to anyone in earshot that it has the Super Bowl next year and it has Brady, a bona fide NFL legend, joining the Fox Sports team in the booth for football season this fall. Disney used a hunk of its time to tub-thumb the future of ESPN. Netflix bragged about landing two Christmas Day NFL games. WBD pledged allegiance to the NBA even as the company is kneedeep in contract negotiations with the league.” ⬇️ #upfronts #newfronts #streamingtv #ctvadvertising

3

Everyone wants Liquid Death’s results. No one wants to follow their example. Every other post I see from a recruiter, CCO or ECD is the same: “Looking for a kick-ass team! Must have experience in [insert category here].” Do you know what the Liquid Death team didn’t have experience in? I’ll give you a clue; it’s what they’re selling right now and crushing. They didn’t know water. They didn’t want to know water. They actively ran the opposite direction from water campaigns. And you know how that turned out. You have over $1.4 billion reasons to copy that example. But apparently, that’s not enough. It’s kinda ridiculous to praise a company for being so successful then doing exactly the opposite of how they did it. So, a little advice. You’re in luxury travel? Hire people who’ve never touched it. Fast food? Run away from teams with it in their books. Launching a new brand? Maybe a team that’s never launched one will have a completely different way to do it and break through the clutter. Zig when others zag is a mantra so many people spew, but few embrace. I’m a zigger. I know several ziggers. We get really excited working in a brand new space because we don’t know the restrictions, the do’s and don’ts, or any of the baggage. You want results? You want breakthrough. Hire a zigger, not a been-there-done-that. Can I get an amen Andy Pearson? (You can whisper it to yourself). #recruiting #toughadvice #breakthrough #liquiddeath

3,511

260 Comments

I truly believe that the future of advertising lies in the hands of those who can harness the power of Generative AI tools while still telling authentic and emotional stories. I feel fully aligned with this article, our industry is on the brink of a major transformation - and it's coming sooner than we think. As more agency's incorporate GenAi, the only way for creative content to stand out will be through deep and nuanced storytelling that is amplified using generative tools. The fight to make creative personal and emotional even when created by an LLM is about to kick into overdrive, and those who can do it best will win. #GenerativeAI #AdvertisingIndustry #Storytelling #EmotionalContent

20

3 Comments

Once hailed as one of the most innovative companies in the modern world, Netflix seems to have lost its edge and re-invent faster horses, aka linear TV, instead. Luckily, subscribers don't mind it, given that the revenue grew 15% and shares by more than 10%, and this is only at the back of a crackdown on password sharing. However, is this growth sustainable? They are eyeing another 11-14% growth in 2024. What's up their sleeve? #SquidGame2 (I can't wait! 😀 ), more appointments to view, exclusive live sport or improving their offering for advertisers? Do we know? #entertainment #disruption #streaming

9

1 Comment

Meet Izzy (aka Izzy Stardust, known for modeling while drinking vodka in a spaceship), one of the synthetic models in the infinite key visuals generated on kvyourway.com. The beta demo showcases how effortlessly users can customize a key visual for a hypothetical vodka brand campaign. The platform leverages OpenAI and Midjourney APIs, and it can be adapted for the hyper-personalization of any brand's key visuals, maintaining the previously established look, feel, and guidelines. Key visuals can also be automatically generated based on personalized data. Learn more about AI for creativity and branding here: ai4creativeagencies.it

1

In practicing my presentation this weekend for the LA version of #TikTokWorld (this Tue), I'm taking a moment to reflect on my career journey from Google, YouTube, Facebook, Sphere Entertainment Co. and now at TikTok. In particular, how the #video landscape continues to shift. Yes, from linear and into digital channels but also how video consumption has evolved on mobile, from long(er) form (now 3-5 minutes is considered long ha) to short-form. And, from subscriptions as the primary way to drive new content discovery to machine-driven, personalized curation. To be completely frank, I never thought this level of disruption and shift in consumer behavior was possible in video (considering the transformation that happened from linear to desktop to mobile); I was convinced that only iterative innovation was the future for video and video advertising - I was happy to be wrong!! With that, I wanted to share a recent TikTok co-authored research report (NRG's data) that encapsulates this consumer trend quite well, the how, the why, etc. It really puts things in perspective. Also, highlighting some key take-aways (and yes, some about TikTok) and how short-form has really revolutionalized the industry. 1. Mobile short-form videos have emerged as the primary entertainment medium for consumers 2. 49% of consumers now turn to social/video platforms for entertainment over tradtional TV (by +17%) 3. Its really about a sense of empowerment and choice that defines a new generation; 42% cite platform suggested videos as the defining reason they enjoy social/video platforms 4. The tug of war between choice and curation finds a sweet spot where hyper-relevant alogorthims and scrollable content meet, on places like TikTok (a movies worth of consumption every day) 5. 70% of people say TikTok is their go-to for short-form video and its because its algorithim outperforms all others. 5. It's also true for ads and creating brand value in a "For You" user-choice enviornment. In the new age of consumption, entertainment is the primary path to purchase and its being part of the community and riding the trends that keep brands relevant (and allow users to discoved new brands too). Enjoy and see you at Cannes Lions International Festival of Creativity! #video #shortformvideo #brandbuilding #social #advertising #mobileads

93

3 Comments

An important company launched last week! It's been great fun to work with the ProRata.ai team for the past few months to bring to life the mission to ensure fair and sustainable compensation for content owners and creators in the era of generative AI. Can't wait to keep moving forward with partners like Axel Springer, Fortune, The Atlantic, Universal Music Group, and The Financial Times. If you want to learn more about where ProRata is heading, check out Sara Fischer's article this morning in Axios: https://lnkd.in/euJKsTuK

44

Just released: My in-depth conversation with Simmy Kustanowitz, the exec producer behind Impractical Jokers 👉 https://lnkd.in/giZtDQ56 In this episode, we unpack: ✅ The journey from TRL to modern social media engagement ✅ How tiny interactions create massive fan loyalty ✅ Simmy's "reverse thinking" technique for unlocking creativity As Simmy puts it, "TV shows ignore fan feedback at their own peril." The same goes for any business looking to build a devoted following. After my chat with Simmy, I'm convinced we're all in show business now. Whether you're selling software or sandwiches, you're putting on a show for your audience. #ImpracticalJokers #FanEngagement #CreativityUnleashed #DevotedFollowing #ShowBusiness #AudienceConnection #ReverseThinking #SocialMediaStrategy #FanFeedbackMatters #BusinessSuccess

5

1 Comment