After nearly 30 conversations with a variety of executives who present possible last week in Miami, a few subjects completed on the surface, from the cooling of the merger market and acquisition to the opportunities and challenges of the retail media, to the power of sport to unify a divided country and a world.
These conversations have been captured at Digiday’s studio at possible (Digiday is a media partner of the conference), and the following is a sample of interviews.
For everything that is not here, please visit the YouTube channel of possibilities which presented all the interviews.
Christopher Vollmer, Managing Director of Medialink, said that the mergers and acquisitions market was to be hot red after the elections last fall, but has cooled considerably since January 1 – even if the transactions are still concluded in particular in sport, which he described as an “attractive” tender market.
“It was a very disappointing mergers and acquisitions even before the last series of booming tariff speculation,” said Vollmer. “Already the mergers and acquisitions market has been affected by uncertainty. And each time you want to do something big as an acquisition, this generally requires a lot of certainty in the name of the buyer, especially around the future evaluation.”
“Anyone who has a conversation with the financial director is: how quickly (if we need it) can we delete costs?” If prices are imposed, this could affect companies that have income all over the world, and if this is the case where the dollar is in a certain situation where it can devalue itself, in particular, in effect on the cost of the cost. Hire or reduce staff. »»
On the agency side, the prospects of the advertising market are definitively mixed. Sean Moran, COO of Evergreen Trading, an agency of barter or solutions which he described as “a foam pit” for customers and media sellers with inventory problems, said that economic uncertainty can spell opportunities for his business, but that requires speaking more than the CMO. “We are talking not only with CMOS – we also bring them to their own conversations with their financial directors and their head of supply,” said Moran. “In this way, you build an intellectual treasure hunt to access a solution.”
On the company’s creative side, Nadja Bellan-White, CEO of M&C Saatchi Na, said at a time when some of some in the industry could be at its bottom, it turns to the creative community to help rebuild it. “The creators really lead us to the future, at a time when confidence is a bonus – and let’s be honest, I am not sure that confidence is at a record level at the moment on the market,” said Bellan -White. “These creators are who consumers trust the most – their opinions are what matters most and what makes the market move.”
Sports, in Bellan-White, are another “key differentiator” and necessary on the market. “At a time when there is a lot of division, knowing that sport can actually be this great unifier across the country and around the world is probably what the world needs more than ever.”
Speaking of creators and influencers, Ziad Ahmed, who is the head of the next generation of the UTA agency, presented on stage on possible and brought a handful of creators, including Davis Burleson, Michael Vito Valentino de Nows and others. For him, the impact of the voices of creators has become the dominant influence in culture today. “If we care to be relevant, we must be in information flows and information flows,” said Ahmed. “And there is no doubt that people – my grandfather included – scroll Tik Tok and scroll through social ones every day … But what is cool to be a content creator is that anyone can be one.”
Just as red as the creative space is the retail media and the wider media space. The head of instacart agency partnerships in Instacart, Suzanne Skop, noted that the great conversation it had heard and had during possible conferences is the growth of retail media networks and their variety of different ownership offers, which leads to a lack of standardization, and can exert pressure on agencies to choose some partners to work – all can affect negative budgets. “There are all different announcements formats, there are all the different measures,” she said.
Other conversations include:
Mike Stone, director of strategy for the independent WPROMOTE agency, explaining how some customers “dust off the cocovid game book” to cross these turbulent times.
Mark Grether, Managing Director of Paypal Ads, who offers a “transaction graph” as a differentiating between retail media networks given the richness of PayPal consumer expenditure data, explained that “transactions are the new cookie”.
Daniel Block, head of business development at FETCH, said he was trying to help brands move products, stimulating incremental sales via the use of LLMS and other GEN IA tools. “Everything is deeply rooted in the ranking and relevance, so we use artificial intelligence thanks to all this purchasing behavior to ensure that the application of each individual consumer seems different from the next, delivering the right message at the right time and, in the end, showing them the right offer,” said Block. “You really have to rely on performance” in troubled times, he added.
Finally, Avery Akkineni, CMO for VaynerMedia, spoke of virality and its advantage. “We really looked into social platforms,” she said. “Any unique person today at this conference can make an article that becomes viral – and they can become viral for good reasons or not good reasons as you know. This interview – who knows? God prohibits us from viral!”
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