Carryl Pierre-Drews

Another week and another article in the media industry trade press exposing the same old story: opaque incremental deals, principal media, and holding groups monetising volume instead of value. https://lnkd.in/eaSmgxpu And let’s be honest — none of this is new. The ANA has been crystal clear: principal media thrives because legacy agencies act as principals, not agents, restricting transparency and prioritising their own margins and bundles over client outcomes . What is hard to understand is that the industry is still pretending to be surprised. 👉 Why are auditors, and pitch consultants still rewarding volume as if it were a proxy for quality? 👉 Why do they measure mainly new business wins and scale instead of the capability to activate innovation before. Volume is the raw material of arbitrage. It’s the fuel of intermediation. It’s the mechanism that allows dark deals and principal trading to flourish. If you value volume, you implicitly value the business model that produces these behaviours. So maybe the industry’s problem isn’t just the deals — it’s the metrics that keep validating them. When will we shift from measuring “how big” to measuring “how good”? When will we start valuing the capabilities that actually matter to advertisers — strategic talent, data maturity, ethical use of technology, real performance — instead of how much media an agency can push through its pipes? Until that happens, don’t expect change, expect demise, because the incentives are still pointed in the wrong direction.

19

At #PortadaChicago we will learn how cultural relevance can significantly boost advertising performance across different target segments. Sonia Morales, EVP, Head of Agile Planning, Starcom, John Marson, SVP, Managing Director, Horizon Media, and Sergio Leon, SVP Group Creative Director, VML will discuss the crucial role of cultural relevance in: - Messaging (creative) - Advertising around tentpole events - Engagement provided by the media used   - Programmatic vs. non-programmatic buys  - AI: Incorporating a Predictive View into the Media Planning Process 👉 👉 👉 https://lnkd.in/ei6XY_2y

3

1 Comment

Really appreciated being part of this conversation. Big industry shifts raise questions, but they also create space for new ideas and new ways of working. Chicago’s creative community has been through change before, and it always finds its footing.

59

1 Comment

OOH is entering its next wave. In The Drum’s “Out-of-Home for Drummies” feature, EJ (Johnson) Lochen, Creative Director at FCB Chicago, joins experts who say the medium’s growth phase is only just beginning. As EJ notes, “It’s going to be interesting to see OOH pull apart into two different categories,” reflecting a shift between art-driven work and action-driven formats. Read the full feature to find out why it's future is anything but flat: https://lnkd.in/eSjubbRt #FCB #NeverFinished #TheDrum #OOH #Creativity #Advertising

26

1 Comment

AI is reshaping how brand stories are told. Our Creative Director of Copy & Story, Jonny Leahan, explores how to keep your narrative unified across fragmented channels — and why it matters more than ever. 📖 Storytelling in flux: https://lnkd.in/eWqtHG_z

11

2 Comments

For years, we've watched retail media continue to fragment often operating on the promise of "closed-loop data" rather than verifiable, standardized results. In 2025, with IAB's new Commerce Media Standards going live, we're seeing the inevitable fallout: brand satisfaction with RMN transparency has plummeted from 66% to 44%. The market is demanding accountability. Brands are done asking for proprietary dashboards; they're demanding shared, IAB-aligned proof. The old JBP (Joint Business Plan) is evolving into something more like the JVP (Joint Value Partnership), where outcomes replace obligations and standardization is the currency. 👉 Read the full perspective : https://lnkd.in/giDQc9jY #RetailMedia #JBP #JVP #CommerceMedia #Transparency #MediaAMP

12

Beautiful Calf: Built-In Demand In his recent Deadline column, Martin Moszkowicz argued that the industry isn’t shrinking — it’s repricing attention. Capital is moving toward projects that can demonstrate focused engagement and monetization logic before scale. That’s the framework Beautiful Calf is operating inside. The market is rewarding controlled attention. Beautiful Calf isn’t just producing Dracula Woke. We are architecting its audience. Unlike traditional producers who outsource marketing after delivery, we operate as a hybrid: production studio + digital demand engine. The Structural Advantage 1. Public-Domain IP No acquisition drag. Global recognition baseline. The mythology is already embedded in culture — but we control the interpretation. 2. Cultural Voltage The title itself creates discourse. In an attention-led market, polarity is discovery fuel. Conversation is not a byproduct — it is a design feature. 3. In-House Digital Infrastructure We do not rent audience access. We build, segment, and retarget it ourselves. The digital agency layer is not a services add-on. It is proprietary demand infrastructure that: • Tests creative positioning before production • Builds community pre-greenlight • Converts engagement into ticket, event, and product sales • Captures first-party data for future IP deployment Most indie films spend heavily to purchase awareness post-production. We manufacture awareness upstream — and retain the data. The Risk Reframe Traditional model risk: High production spend + uncertain discovery + outsourced marketing dependency. Our model risk: Audience validation before scale. If engagement fails to convert at the digital layer, capital deployment adjusts before full production exposure. This aligns directly with Moszkowicz’s thesis: Attention is the new de-risking mechanism. This is not simply creative positioning. It is capital discipline. The Investor Question If the market now rewards owned engagement over packaged IP, then the real asset is not just the film — it is the repeatable engine behind it. Beautiful Calf is building that engine. The film is the flagship moment. The infrastructure is the long-term value. TV5 Network Inc. #ARTE Mongrel Media #Ravenbanner Filmoption International Telefilm Canada #CandianHertitage #PatrimoineCanadien Netflix A24 ACOA - APECA CBDC Southwest WBE Canada Mitacs Opportunities New Brunswick

3

What will truly move the advertising industry forward in 2026? 🤔 I recently shared my perspective in an AdForum article, "Shaping the Future: Agency Predictions for 2026," alongside other leading voices. For me, AI will be the indispensable partner, pushing us towards unprecedented Hyper-Personalization, Optimized AI Workflows & Human-AI Collaboration, Invisible Integration balanced with crucial Ethical Governance. Discover all the predictions and see where we agree (or disagree!). Looking forward to your thoughts! https://lnkd.in/ei8w97tZ #MarketingStrategy #AI #AdvertisingTrends #2026 #IndustryInsights #OgilvyParis #AdForum #Ogilvy #WPP

29

The annual release of the Edelman Trust Barometer is essential reading for anyone seeking to understand global culture, public sentiment, and emerging business trends. Yesterday, for the +20th time in the history of the The Executives'​ Club of Chicago, Richard Edelman presented the latest findings to more than 500 attendees at the Harris Theater in Chicago. As always, the presentation, followed by a thoughtful and at times provocative conversation with Suntory Global Spirits CEO Greg Hughes and Executives’ Club President & CEO Dorri McWhorter, was highly insightful. A few highlights from the fresh-off-the-press trust findings: -  Growing insularity: Across many countries, people across all income groups are becoming more inward-looking and isolated, reinforcing polarization and the belief that their societies are deeply divided. -  Entrenched “trust ecosystems”: Opinions are becoming more siloed, with a growing reluctance to consider different perspectives and life experiences. In many ways, this reflects a broader shift from “We” to “Me.” - Widening trust gap: The divide in trust levels between income groups continues to grow. Lower-income households report significantly lower trust than higher-income households, and the gap is widening. - Declining optimism: Only 21% of Americans believe the next generation will be better off than today, a strikingly low number. Globally, the figure is only slightly above 30%. -  AI concerns: More than 70% of Americans believe AI threatens their job security and future career opportunities. As every year, the report offers powerful insights and important takeaways for leaders across industries. While some of the data and research points are deeply concerning, the panel conversation demonstrated that we all have agency to change some of the negative trajectory. Richard Edelman challenged the audience to learn more of how to "Disagree better" instead of immediately trying to persuade other people of our own opinion and perspectives. Thank you to the The Executives'​ Club of Chicago for organizing another outstanding event and bringing together such an engaging conversation on trust, leadership, and the future.

71

6 Comments

Welp, today's the day. UCLA's Dr. Nancy Wayne, Ryan Krone, PhD and I have published our research on the gender pay gap in advertising in this morning's ADWEEK. This personal project was a 2+ year labor of love, which confirmed what women in this industry have long felt: women are doing everything within their power to close the gap, and it exists in spite of them. The stakes are real. Women in advertising stand to lose over a quarter million dollars (!) over their careers due to gender. Agencies, if you choose not to act on pay equity, you are choosing to economically exploit women. This endeavor has been exhausting, vulnerable, and validating all at once. Grateful doesn't begin to cover it. Thank you to everyone who contributed, participated, and shared. And a special shout-out to DNA&STONE for responding to our findings with radical empathy and real policy change! 💛 Read the full study, and commitments agencies can take, here: https://lnkd.in/gc6T-Mi2 👀 AND a super big thank you to those who shared their time, network, and feedback, including American Advertising Federation, Steve Pacheco, Cindy Gallop, Ellen Chandler, Larissa Chen, Matthew Cooper, Seth Ward, Ilana Berzon, Mia von Sadovszky, Zoe Scaman, Bernice Chao 趙涵 ✨Reonna Johnson, Leslie North, VCU Brandcenter, Miami Ad School, Matt McCain, Michael Boychuk, Chris Witherspoon, Alan Brown, Maddy Giordano Robert Scherzer

38

10 Comments

CCO Valerie Madon exits McCann Worldgroup after two-and-a-half years in top creative role following Omnicom-IPG merger. Sean Donovan, president of the newly created Omnicom Advertising, confirms creative leadership will be consolidated under ECD Daniel Kee. Details here: https://lnkd.in/gtnT6mMC

8

Cultural relevance requires intention. Avra Goldstone Lorrimer, Chief Client Officer at Omnicom Public Relations, shared in the FQ Lounge at #SXSW2026 that meaningful brand engagement comes from understanding when and how to show up. The brands that resonate most deeply are the ones that listen closely, and bring a clear point of view to the conversations that matter.

38

3 Comments

CMOs Are More Focused On Growing Revenue Than Brand Awareness https://lnkd.in/g8jyVmuY Chief marketing officers are increasingly prioritizing direct revenue outcomes over traditional brand awareness efforts, influenced by economic pressures, performance measurement demands, and AI‑enabled tracking. This shift reflects a need for more measurable impact on business performance, with revenue growth becoming a leading strategic metric for modern marketing leaders. #CMOInsights #RevenueGrowth #MarketingStrategy #BrandVsPerformance #BusinessImpact #DataDrivenMarketing

2

1 Comment

2026 PREDICTIONS Digitas North America's "The Social Shift" explores how community and creators will redefine the brand landscape by 2026. From the rise of intimate "dark social" spaces to the explosion of niche subcultures like BookTok and women’s sports, this report breaks down how influence is shifting from top-down ads to lateral co-creation. Read more here: https://lnkd.in/e-xAeeF8

1

As brands and agencies brace for economic volatility, proactive steps are essential for ensuring media investments remain effective. From scenario planning and prioritizing transparency to competitive intelligence, it’s vital to prepare for varying economic conditions. Historical insights show that brands maintaining advertising spending fare better and recover faster. Marketing leaders must keep tone sensitivity in mind as consumers become more deliberate about spending. Adaptation is key. #MarketingStrategy #EconomicUncertainty #Advertising #BrandGrowth #MediaInvestments #Leadership #ScenarioPlanning

28

1 Comment

Omnicom to Cut 4,000 Jobs, Retire FCB, DDB, and MullenLowe - https://lnkd.in/gAB9gvSW has announced its new structure and leadership team on the heels of completing its $13.5 billion acquisition of Interpublic Group on Wednesday.The new holding company, led by John Wren as CEO, is organized into seven core divisions. Creative arm Omnicom Advertising, which will continue to be led by current CEO and president Troy Ruhanen, includes TBWA, BBDO, and McCann as its three global networks. FCB will roll under BBDO, while DDB and MullenLowe become part of the TBWA network. All three brands will cease to exist.Omnicom Media, run by Florian Adamski, includes legacy Omnicom agencies OMD, PHD, Hearts & Science, as well as former IPG agencies Mediahub, Initiative, and UM. It is the largest media organization globally by billings. Duncan Painter will lead the Flywheel Commerce Network and OmniPlus, an upgraded version of the Omni platform, as CEO, while Sergio Lopez remains leading Omnicom Production, which will merge with IPG’s Craft. Luke Taylor will continue to run Omnicom Precision Marketing and Chris Foster will oversee Omnicom Public Relations.Each division is led by a former Omnicom vet, save for Omnicom Health, which will be led by Dana Maiman (IPG Health) as CEO. She reports to Michael Larson, CEO of Omnicom Diversified Agency Services, who was previously interim CEO of Omnicom Health.Additionally, all clients will have a dedicated lead, or “client success leader,” that ensures each is getting access to the right set of tools, talent, and capabilities across the network. These execs roll up into Jacki Kelly, chief client and business officer (formerly of IPG) and Andrea Lennon, chief client experience officer (formerly of Omnicom).George Manas, former CEO of OMD Worldwide, will become chief growth and solutions officer, focused on orchestrating bespoke tech and data solutions for enterprise clients. Omnicom execs Daryl Simm and Phil Angelastro will stay on as COO and CFO, respectively. Former IPG CEO Philippe Krakowsky will remain as co-president and COO.All entities with the name “IPG,” such as IPG Health and IPG Mediabrands, have been eliminated. 4,000 jobs on the lineAs part of the restructuring, Wren estimates that around 4,000 positions will be eliminated globally. “That’s going to allow us to meet and exceed the synergies that we promised the marketplace last December,” he told ADWEEK.The job cuts are in addition to the 3,200 roles IPG shed this year ahead of the acquisition, and the 3,000 staffers Omnicom let go after announcing the deal last fall.The anticipated layoffs, which Wren said are rolling out currently, will bring the total number of eliminated positions to around 10,000, or roughly 8% of the combined organization’s 2024 headcount. Cuts are focused on removing duplicate positions and trimming unnecessary

2

This is a great analysis of the status of our business from Kelly Durcan who runs PR and some Social business at D/V. I appreciate the broad context here. Reminds me of the balance and re-balance that occurred for years in Retail vs. Brands, and in other industries. When the balance is weighted on the side of distribution those media platforms purposefully disqualify the importance of creativity as they have been doing. Repeat: When the balance is weighted on the side of distribution those media platforms purposefully disqualify the importance of creativity as they have been doing.

13

2 Comments

Audio represents 20%+ of consumer media time but under 5% of ad spend (eMarketer). For pharma brands focused on reach, frequency, and trust, this unlocks smarter investment without sacrificing accountability. "Viant Technology’s direct integration with iHeartMedia... allows both companies to match their data graphs and create shared IDs for targeting audiences in digital audio, as well as broadcast radio, where audience ID signals are scarce." Net-net: we're making hard to measure channels measurable and heping healthcare marketers better understand who they’re reaching, how often, and how audio fits into the full patient and HCP journey. Audio has always driven impact. Now, with Viant, it drives insight too. #HealthcareMarketing #PharmaMarketing #Viant #Programmatic #AddressableAdvertising #MeasurableMedia #AudioAds https://lnkd.in/ek8J-iJE

20

2 Comments