"Fern Potter, the chief strategy and growth officer at Multilocal, explained that the rise of curation in the last 18 months is driven by deal management, automation, and algorithmic influence. She noted that AI is helping to 'tidy up our house' with data, significantly impacting discoverability."
"Kamran Asghar, co-founder and CEO of Crossmedia, discussed the changing business models in the industry, emphasizing the agility and speed of independent agencies. He stated, 'We're not tied to legacies,' and highlighted that marketers continue to spend due to flexibility in the marketplace, saying, 'Media is like a river.'"
"Peter Naylor, Nielsen's first-ever chief client officer, expressed his goal to 'open the aperture' of perceptions within the industry. He aims to communicate the changes at Nielsen and how the company is evolving to meet current market demands."
The Possible conference experienced a significant increase in attendance, rising from 5,400 to 7,500 participants. Executives discussed the impact of generative AI on their businesses and the economic factors influencing marketing and media spending. Fern Potter highlighted the rise of curation driven by automation and AI's role in data management. Kamran Asghar emphasized the agility of independent agencies and the ongoing marketing spend despite economic uncertainty. Peter Naylor aimed to shift industry perceptions regarding Nielsen's evolving role.
Read at Digiday
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