Nick Brien

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

Shohei Ohtani's economic influence is propelling the Los Angeles Dodgers towards becoming the highest sponsorship revenue-generating organization in pro sports this year, given their growth trajectory. If you include incremental sponsorship revenue from TV-visible signage purchased by brands specifically when the Dodgers play in away stadiums, they would already rank No. 1 - by approximately $7 million. 🤯 Ken Belson's The New York Times article just highlighted this phenomenon, featuring insights from SponsorUnited on the sponsorship explosion around Ohtani and how athlete-driven sponsorships are transforming entire industries. #sponsorships #mlb #ohtani Major League Baseball (MLB)

97

3 Comments

Live sport remains one of the most compelling shared cultural experiences. This issue was discussed in The Power of Live Sport, today’s first panel at The Omnicom Space. Our moderator, Luis Omar Tapia Dr. h.c., led a powerful conversation on how brands can authentically tap into this real-time drama. Panelists Natalie Gruis (TBWA\NEBOKO), Erik Wade (180), Louise Johnson (Fuse), and Ayo Akinwolere (The Athletic) explored the rise of women’s sport as both a cultural and commercial force, the importance of consistency in brand presence beyond the big moments, and the shift from traditional sponsorships to creator-driven, platform-native storytelling. From athlete-led content to new media ecosystems, the panel spotlighted how live sport — and its surrounding narratives — are evolving fast, with major implications for brands aiming to stay relevant. #CannesLions2025 #LiveSport #Omnicom #Culture #BrandStrategy #CreatorEconomy

91

2 Comments

Despite their significant impact, microinfluencers—those with fewer than 100,000 followers—face challenges when working with big brands, and coordinating large-scale influencer campaigns remains complex. To help brands tap into the potential of niche creators more efficiently, Omnicom-owned influencer agency Creo is launching a new tool within Omni. “We believe influencer marketing is becoming another media channel,” said Megan Pagliuca, chief product officer at Omnicom Media Group. “We’ve found that with these niche and rising influencers, the ROI is particularly high for brands.” Click here to read Lauren Johnson's piece in ADWEEK: https://lnkd.in/eQ_KR6Bk #AI #generativeAI #influencers #microinfluencers

69

1 Comment

The $1.9 trillion #AANHPI consumer market is a powerful force... TODAY. This insightful ADWEEK piece by Jeremiah Abraham highlights the untapped opportunity for brands when they really understand and connect with this audience. And the potential ROI which out-delivers other segments. But, accurate #insights and #measurement are the key to unlocking the potential. Our new Nielsen #AANHPI report https://lnkd.in/g8XwFbgg shares granular insights the help craft effective engagement strategies. #AANHPIConsumers #DataDrivenMarketing #AudienceInsights #AsianAmerican https://lnkd.in/gyE7Dabt

20

1 Comment

📰Innovation & Technology in Sports for 2025: Key Takeaways from Nielsen Global Sports Report (download 👇) 📺 Streaming & Digital Media: Sports streaming is booming across all age groups, with a 21% increase in fans aged 50+ streaming sports since 2022. Streaming is now a true cross-generational phenomenon, expanding reach and inclusivity of sports content. 🎮 Tech-Driven Formats & Fan Engagement: Hybrid and “phygital” sports formats are on the rise! Leagues like TGL (tech-powered golf) are attracting new, younger audiences—32% of TGL fans are not regular PGA Tour viewers. These innovations blend real-world action with digital interactivity for next-level fan experiences. 🤖 Advanced Analytics & Smart Equipment: AI, computer vision, and connected devices are revolutionizing training and match analysis. From sensor-embedded balls to VR-based coaching tools, tech is delivering real-time insights for athletes, coaches, and fans. 🌐 Immersive & Virtual Experiences: Virtual stadiums and immersive viewing platforms are redefining how fans engage with live events—no matter where they are in the world. 📈 The Bottom Line: Innovation and technology are driving new engagement models, expanding audiences, and unlocking fresh commercial opportunities across the global sports industry.

88

7 Comments

🚨 The AI Dilemma for Sports Executives: Innovation or Paralysis? 🚨 The sports industry is at a crossroads. With AI unlocking game-changing opportunities in fan engagement, broadcasting, and performance analytics, why are so many decision-makers hesitating? 🤔 HYPE Sports Innovation just released a must-read blog on why some sports executives are stuck in "innovation paralysis"—and how to break free. If you're navigating AI in sports, this one’s for you. 🔗 Read the full blog here: https://lnkd.in/eduWpqHt #SportsTech #AI #Innovation #Leadership Amir Raveh

25

2 Comments