Susan Patton

#Speaker #Announcement #AdTech #Economic #Forum returns to the fabulous New York Times Center on March 19.  It's the best place to be if you're interested or vested in #adtech. Last April at our inaugural forum we brought 34 of the brightest minds to the stage to deliver #enlightenment 💡  #enlightenment is our primary unit of production. We produce it with four raw materials: #Content at the intersection of adtech, economics, and finance. #Conversation in the raw with zero no trade-press listening in. #Connecting with friends new and old. #Collaboration that turns into #deal making. If there is one thing that makes curating #ATEF worth all the effort it's hearing from so many people about the deals they got done by being there. When we produce #enlightenment, our guests get #deals done. Today we are announcing 12 #returning speakers and one #new speaker with several more speaker announcements happening over the coming weeks: Sir Martin Sorrell Brian Wieser, CFA Sanja Partalo Rishad Tobaccowala Joe Marchese Laura Martin, CFA, CMT Shweta Khajuria, CFA Eric Franchi Reed Rayman Brian O'Kelley Stephen Master Bob Lord and... Daniel Salmon #ATEF #NYC is invite-only or apply to attend. Are you in? https://lnkd.in/ewR6wpV3 If you're interested in #sponsoring ATEF NYC, reach out to me or Rob Beeler. We've curated a handful of creative sponsorships and we go "logo lite" at #ATEF so get involved soon and lock it in.

100

10 Comments

Excited to join the Great Minds Stage at #AWNY24, where I discussed all things news and advertising with Andrew Ross Sorkin, Columnist and Founder & Editor-at-Large of DealBook at The New York Times, Tracy-Ann (Goodwin) Lim, Chief Media Officer at JPMorganChase, Anna Palmer, Founder & CEO at Punchbowl News. Sorkin said the news landscape and sourcing for Dealbook has changed in recent years — it’s now not only about capturing a large volume of readers but the right kind of readers. Trying to capture the right kind of audience applies to marketing, too: advertising in news can help brands reach highly-educated, info-processing readers. Advertisers should be reinvesting in news to support quality journalism and grow their brands. If people ask why your ad showed up next to a certain type of content, the answer is: "because we support quality journalism and news." Read more about Stagwell's Future of News initiative here: https://hubs.li/Q02T8qS40

42

Big shout out to our partners at Google, especially Tom Stern, Chris Marino, and Rodrigo De Moraes for hosting Bill Nance, Jason Pfaff, and I for an excellent Brandformance LA event in the architecturally-gorgeous Spruce Goose hanger. 🛩 Here were my takeaways: 💡 1. Blurring the Lines Between Brand and Performance The old silos between brand media and performance media are disappearing. Consumers don’t see "brand ads" vs. "performance ads"—they see your story. As Google's Aprajita Jain put it: “Every touchpoint is a chance to express who you are.” It’s time to adopt a unified, performance-driven branding mindset that aligns both creative and financial objectives. And with 70% of campaign success being attributed to creative- it's critical to invest in video. 🤖 2. AI-Driven Creative: 2025 and Beyond By 2025, Google plans to use AI to auto-generate video ads for advertisers based on identified themes and audience insights. This signals a big shift towards personalized creative at scale. Exciting times ahead as we watch this tech evolve, with huge potential for more tailored, adaptive content that resonates with users across formats. 🎥 3. YouTube's Unique Consumer Reach YouTube’s audience is vast: 237M unique monthly US viewers, with 40% of Shorts users not active on IG Reels or TikTok. The platform’s multi-format approach (Shorts, long-form, TV screens) offers a rare chance to meet consumers wherever they are. For marketers, this is a call to rethink video strategy, emphasizing a fluid mix of content that captures attention across formats. 🔍 4. Rethink Measurement and Avoid “Short-Termitis” The challenge for many CMOs is aligning brand investment with CFO expectations. The advice from Google: prioritize long-term value and interconnected measurement strategies. Incrementality is key—don’t just look at immediate ROI; focus on sustainable growth and business outcomes. The key to bridging the gap between marketing and finance? Incrementality testing. By focusing on brand incrementality, you’re not just proving short-term lifts—you’re speaking the language of the CFO, showcasing the long-term value of your brand investments. This is about creating a shared narrative where marketing efforts are seen as strategic growth drivers, not just line items. Also: Google’s new Meridian Marketing Mix Modeling (MMM) solution is showing strong potential in Alpha. 🌐 5. Community-Centric and Experimental Content Shorts is becoming a hub for creative experimentation, with 70 billion daily views globally. Instead of repurposing content, brands should lean into new ideas and test what resonates with emerging communities. It’s a playground for capturing authentic engagement, especially as younger demographics flock to the format. 🚀 6. AI as a Strategic Multiplier In a dynamic, high-energy session on applied AI, Google’s Gopi Kallayil emphasized Google's goal to be "your most strategic partner," (not just media partner) through AI. Level Agency YouTube

111

13 Comments

I don't usually do LI on Saturdays but this was too good to not share. For the Founders in my community this advice from Angel Investor Katie Dunn provides The How-To on introducing yourself to others at Pitch events. While it's for the upcoming #NYTW it applies in anywhere. Study it. Follow it. If I may add: 🙂 Remember investors are human, not ATMs. Connect from a place of sincerity and don't just ask about them as a gesture, sincerely be more curious and care. While you may be anxious and/or excited about the opportunity of getting a deal, building relationships and reciprocity is always the most valuable win. Maybe they don't invest in your business today, but they may another time, or may be a better match for someone else in your network (offer the introduction). 💰 The money and the match is out there. Be assertive, but patient. Remember, you're not proving your self-worth as a human being, you are already doing your damn best being where you are. You are proving why your product/service is of benefit to the world today, that there's market demand for it, that it's able to generate an ROI and scale, and why you and your team are the best suited to lead the company forward. 💪 Own your strengths with confidence, these are your gifts, but also be humble and don't downplay your weaknesses. Know what they are and what's required to solve for them, see them as opportunities for growth and outside support. ⚡️ Psych yourself up, and ground yourself to find a healthy balance of energy. Athletes do this before the game, musicians before the show, speakers before the stage. Get good rest and sleep, hydrate, eat well, don't overdo the caffeine, go barefoot outside (true grounding on the Earth), stretch, and then do some jumping jacks, pushups - or similar to take that grounded energy and lift it up into a place of confidence and go-get-em attitude and helping get everything flowing through your body. You got this. Put on the music that makes you feel good, squeeze your loved ones, and breathe. ⭐️ Last but not least, remember your North Star. Remember why you're doing this in the first place. What sparked you on this journey, how would those engaged with your product/service be better off because of your success, what happened along your journey in life that put you in the right place and the right time to be where you are today. Find the thread. This will help you feel a connection to something greater than just you... whatever that is... In sum - treat this as a human experience, not a transactional one. ✌️ #pitching #networking #founders #startups

2

1 Comment

Great interview with Ted Sarandos of Netflix in The New York Times today. Especially love this part -- the story never gets old to me: “…it really helped us navigate this transition from physical to digital, because we just didn’t spend any time trying to protect our DVD business. As it started to wane, we started to invest more and more in streaming. And we did that because we knew that that’s where the puck was going. At one point, our DVD business was driving all the profit of the business and a lot of the revenue, and we made a conscious decision to stop inviting the DVD employees to the company meeting. We were that rigid about where this thing was heading.” For continued growth you need to always be thinking a few steps ahead.  That’s where I come in -- offering strategic marketing consulting services, workshops, trainings, talks + more to help you take on what’s coming next. #skatetowherethepuckisgoing #alwaysupstream #strategicmarketing #marketing #virginiajulianostrategic #strategicconsulting #streaming #netflix #media #legacymedia #waynegretzky

23

2 Comments

Unlocking the Power of Authentic Brand Messaging with Laurel Carpenter on SMarketPlace™ Live! -  $ales, Marketing 🎯and Rock and Roll 🎸 Join Tom Dempsey and Sarah Noonan and me to explore how Laurel, the co-founder of Pearl Consulting NYC, is transforming how clients communicate their brands with their expertise in authentic messaging, strategic branding and expert copywriting. Laurel's journey spans from initially providing traditional blogging to a focus on brand strategy and messaging, driven by client’s need for authentic, customer-centric communications in a post-pandemic evolving market. "Listening to your customers is not a one-time activity; it’s an ongoing process," Laurel emphasizes, highlighting the importance of continuous engagement and adaptability in branding. We learn how Laurel and cofounder Charles Herold, along with design partner, Charlie Birch helped a psychotherapy practice transition from a clinical description of services to a brand identity built on the tagline, “Real Therapy For Real People.” Discover her insights on brand archetypes and why integrating client feedback into messaging is so critical to a digital presence that resonates deeply and authentically. And as always, we dive into Laurel’s passion for rock 'n roll. From her first concert experience with Bryan Adams to her diverse musical tastes including the Grateful Dead and Alabama Shakes, Laurel draws fascinating parallels between music and branding. "Music is always evolving, and artists who stay relevant are those who innovate and adapt," she shares, emphasizing the need for innovation and adaptability in our branding, too. Don’t miss out on a fun and insightful discussion about brand strategy, customer-centric messaging, and the interplay of business and rock and roll with Laurel Carpenter on SMarketPlace™ Live! 👉 The full episode and additional highlights are posted on Publio’s website. Watch below! #BrandStrategy #CustomerCentric #Marketing #BrandMessaging #EmpathyInBusiness #RockAndRoll #Innovation #BusinessGrowth #PurposeDrivenEntrepreneurs

19

30 Comments

Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

128

4 Comments

For the first time, we’re releasing PR benchmarking data for syndicated content. Stacker distributes thousands of stories on behalf of other newsrooms to editors at over 3,000 news outlets who each have the option to republish select stories to their readers (think AP wire, but for features curated from 3rd party newsrooms) Stories are tagged by vertical (sports/news/money/etc) - and when chosen, published to corresponding sections of publishers’ sites via RSS. For the first time, we are starting to release cuts of the success data, benchmarked. If earned PR is what you're after, use this to optimize for distribution. Screenshot is for all data to date from 2024. A few takeaways from digging into the data and supporting stories: 1) Latch on to trending news / current events It’s easy to look at the data and say “we should tell entertainment stories.” Tempting as that is, it’s likely not an option for most brands. But latching on to news stories can work for any niche, and we’ve repeatedly seen this strategy work for teams everywhere from the sleep space (mattress marketplaces covering bed bugs during the Paris bed bug mania of October ‘23) to transportation (Lyft covering economic impact of when Taylor Swift visits a city). 2) You don’t need to stay in your lane You don’t need to be a travel brand to tell travel related stories. We’ve seen fintech companies tell great stories about saving money on road trips, healthcare teams cover getting over jet lag, and so on. Same can be said for lifestyle, sports, money, etc. Which leads to the next point… 3) Have range These are averages, and the truth is, a successful PR strategy will produce stories across all verticals. A trend we’ve seen is that some news outlets primarily pick up Money related content, since they are down a business writer. Others are really only looking for evergreen lifestyle features. So if you want to maximize your reach…. Make sure you are covering your bases. Our newswire syndicates content for hundreds of orgs across all categories - what other cuts would you want to see benchmarking data by?

23

3 Comments

Excited to share that we at Collage Group are partnering with Publicis Media for our annual flagship event, Collage's 2024 Cultural Fluency Summit, taking place in New York City October 9th. We can't wait to bring together Collage members–marketing and insights leaders at the world's leading brands–for learning, networking and fun. America’s cultural transformation continues with diverse consumers representing an increasing share of U.S. growth consumers, #GenZ challenging the status quo, and the country sustaining more fragmentation and polarization than ever. Cultural fluency continues to be the most important tool to help brands navigate the complexity of the American consumer landscape. The Collage team is excited to share the latest research on the evolution of the American consumer and advertising best practices in New York City. I can't wait to moderate a CMO panel and hear their thoughts on navigating these tricky waters to attain brand and revenue growth! https://lnkd.in/eAX236mt #marketing #mrx #culture #marketresearch #businessimpact

62

2 Comments

4 years on from the 2020 guide to Attention from WARC, it was great to be asked to contribute to this new guide to explore the progress that has been made to date. Lots of great perspectives and evidence to be found in the guide from the experts in the field (...and me...), do take a look! #attention #attentioneconomy #mediaplanning #media #meaningfulmedia

44

How do brands most effectively work with creators? It’s a hot topic, and I had the opportunity to dive into it with mega creator and NYC icon Ocky during our fireside chat during Advertising Week NYC. Watch the full conversation here: https://lnkd.in/dsnmGPJW The key to success? Finding the perfect balance between brand goals, storytelling, and creator authenticity. We’ve partnered with Ocky on high-impact campaigns for Scream VI, Teenage Mutant Ninja Turtles, and A Quiet Place: Day One, and each time, it’s been that balance that’s made the magic happen. Shoutout to Creator Economy NYC for being an incredible partner for our fireside chat, and to the growing, vibrant NYC creator community that’s raring to go! What do you think is the key to successful brand-creator partnerships? I’d love to hear your thoughts! #CreatorEconomy #BrandPartnerships #AdvertisingWeek #ContentMarketing #InfluencerMarketing #QYOU

68

3 Comments

Pitching to Win vs. Solving the Problem... What a privilege I had moderating this Advertising Week panel with Suzanne Barbosa of Atlantic New York, AAR Partners' Lisa Colantuono, Ben Grossman of Doner & Grubhub's Marnie Kain. Key Take-Aways: 🤏 Start Small: Brands don't always have massive, world-changing, Cannes-winning needs. Small challenges give the right agency a chance to demonstrate value/fit, and open the door to solving bigger challenges. 💡 Beyond the brief: While it's incumbent upon a client to be specific in a brief, agencies have the objectivity to uncover problems beneath the client-perceived issues. Dig. ⚡Flash doesn't replace expertise. Stunts may work in some scenarios, but rarely do they start a win-win relationship (or even win the pitch at all). 🙏 Sincerest thanks to these pros for a truly engaging, practical session. #AWNewYork24 #advertisingweek #advertising

87

5 Comments

“What’s old is new again” says Libby Wadle, CEO @ J.Crew. This article is bittersweet for me. My heart dropped when I saw that the J.Crew catalog  is coming back after a 7 year hiatus. I’m a print girl at heart, that’s where I started my career (in magazines) so nothing makes me happier than hearing a success story about print. J. Crew was my client for many years and truly shaped my professional career. I learned so much from that partnership, have long lasting relationships to this day, and have some unforgettable memories (tough meetings, grueling contract negotiations, but great celebrations from contract renewals and catalog successes). We weathered the storm as partners, LITERALLY! When Hurricane Sandy flooded the J.Crew office, they moved into our midtown office for 3 weeks to work together on the high-profile holiday catalog to make sure it went to press on time! Those great memories also come with a sadness that happened in our industry during the digital transformation. Magazines that were around for decades discontinued, catalogs stopped printing because the ROI was not there any longer. A lot of people lost their jobs during this time and our industry changed drastically. So that’s why I read about the new J.Crew 2024 Fall catalog with a heavy heart. Most of us aren’t there any more (on the J.Crew side as well as the print side). So from a distance, rather than directly in the throes of this catalog, I will be rooting for you J.Crew! I truly hope the catalog is a success and inspires more brands to go back to print! Also… I can guarantee that all of us old-schoolers will be eyeing this new catalog with a fine tooth comb in a different way than most people! https://lnkd.in/ew3XEjbK

45

4 Comments

In lab-based experiments, participants took longer to process phrases like “not bad” compared to “good” or “bad.” NYU researchers key findings include: - Negated adjectives are processed more slowly and with more varied interpretations. - Initial brain activity for negated adjectives is similar to affirmative ones but weaker. Words matter. While there may be several ways to say something, marketers must be careful to select the one that will be most effective.

33

4 Comments

This week, I took a quick dive into MIT professor and serial entrepreneur Bill Aulet's work on market segmentation. Aulet's definition of a market segment is both simple and illuminating, and his bottom-up approach to identifying markets is enlightening, to say the least. According to Aulet, a viable market segment shares three fundamental characteristics: ☑️ They buy the same product. ☑️ They buy it in the same way (i.e., same use case, value proposition, channel). ☑️ There is word of mouth of some sort between them; that is to say, that they significantly influence each other. What matters about Aulet’s definition is that it’s hyper-specific to finding homogenous groups of buyers—a bottom-up approach, rather than a top-down approach. You can read the rest over at Thrive Insights, and pick up Bill's updated book here: https://www.d-eship.com/ https://lnkd.in/gtTbZtYq #marketsegmentation

3

I'm excited about the Machinecon roundtable tomorrow! We'll discuss how to overcome cultural and organizational barriers to scale Generative AI while ensuring it's fair and inclusive for all. #AI #GenerativeAI  #MachineConUSA #DiversityInAI AIM Research

103

2 Comments

Thank you Tatiana Nery Lindenberg and Andrew Martschenko and our research partners NewtonX for these timely and critical insights as M&A starts to heat up again. The impact of the deal only BEGINS the moment the deal is done. Long term success depends on how the business and brand transformation is managed post deal. Let's talk!

22

1 Comment

ICYMI: On episode 9 of "Two Friends Talking Trends," Pauline Baron, MBA and I welcome Mariah Tang to discuss the intersection of #PR and #ContentMarketing. https://lnkd.in/e8tzVvGq #marketing #pr #content #journalism

2

1 Comment