Fred Schonenberg

#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.

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Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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In a highly divisive US election year and with AI being used to generate mis- and disinformation at an unprecedented scale, it's critical that nonpolitical advertisers dial up their placement control to protect brand safety. Check out our latest blog on navigating this environment 👇 #DigitalAdvertising #Adtech

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I'm nervous about tomorrow, but it gave me a little extra comfort to weigh in on this year's election. CBS Sunday Morning News was a chance to go mainstream with the perspective I can bring. I got the "walk and talk" shot with David Pogue and I got emails from my family and friends who watch the show. In this business I'm in, we're responsible for help shaping messages and experiences that define what people think about brands. Hopefully based on a truth. Can't say the truth piece feels quite as true anymore for political ads. Although that was probably debatable about marketing as a whole, unfortunately. And It's harder than ever to unify people around a message-- we've moved beyond the broad message to much more niche. In many ways good because there was an assumed bigger perspective that left many out. But we're also losing a shared narrative, which makes truth impossible. And in media today we must navigate the complexity of platforms and subculture to try to align people around a set of values and beliefs, if not a message. We must try and break through peoples' bubbles-- that they aren't even aware they are a part of. Or maybe they are and don't care. Luckily with brands we still have to play the long game. So we haven't gone all negative. We need to build the brand over time. In politics, fear of what could happen can be more unifying than the hope and belief of real change. It's an all or nothing for candidates, so they have to go all in. They don't just have a low sales quarter. The winner of the election controls the next 4 years. The loser gets nothing. However while fear can serve as a unifier or at least a barrier to voting for your opponent, it doesn’t work as well as a motivator for most. I just hope we've given people enough to show up for: pride, hope, optimism, joy--belief that moving forward is a good thing.

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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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

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Top companies are recognizing 'mood management' as a powerful way to boost employee happiness, productivity, and overall satisfaction. #chooseyourmindset

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New York Ave’s brand strategy is thought up and designed by humans, not A.I. We begin by getting to know your customers, industry, and mission. Then, our team builds a roadmap that guides our continuing work to disseminate branded content among your audience. Lastly, there are several steps in the process to ensure that every message is infused with strategy that traces back to your primary objectives. This is not a B2C, B2B, or B2B2C process…it’s P2P, person-to-person. Partnering with New York Ave means talking with people who understand people and thus, have the unique ability to formulate messaging so that it clicks. Let’s talk: https://buff.ly/4cPQM28 #NewYorkAve #FullService #MarketingAgency #DigitalMarketing #CentralFlorida #BrandDevelopment #WebsiteDesign #SocialMediaManagement #EmailMarketing #MediaProduction #SEO #SearchEngineOptimization #ManagedMarketing #OutsourcedMarketing #MarketingServices

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🌟 Crafting effective articles is all about improving clarity and engagement. Recently, I had the opportunity to collaborate with a New York-based startup struggling with ineffective branding. Together, we identified three key obstacles hindering their strategic efforts. Through careful analysis and strategic adjustments, we not only improved their brand thinking but also revitalized their overall strategy. Our latest articles, "Why Summer is Ideal for Crafting Your Brand Strategy" and "How to Differentiate Your Brand from Competitors," aim to guide startups and business owners in developing comprehensive brand strategies and translating them into effective marketing plans. Check them out and let us know how these insights resonate with your own brand journey! https://lnkd.in/eT93VnVQ https://lnkd.in/eYEQrEWj #BrandStrategy #MarketingTips #StartupSuccess #BusinessGrowth

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💡Omnicom Media Group-Interpublic Group (IPG) Merger: What It Means for the Future of Agencies? A $30 billion merger between Omnicom and IPG could be a defining moment for the agency world. Here are my key learnings: - Neutrality matters: Brands are tired of walled gardens. They want independent partners who can deliver results without conflicts of interest. - Omnichannel is non-negotiable: Combining digital, social, TV, and retail media makes this merger a powerhouse for seamless ad strategies. - Martech is the future: The next wave of success lies in proprietary AI, real-time attribution, and smarter data tools. - Clients and culture are key: Smooth integration and addressing client conflicts will make or break this deal’s success. ➡️ This isn’t just a big deal; it’s a shift in how agencies compete. What do you think this means for the future of advertising❓ #AdTech #Martech #Agency #Innovation #Data #Marketing #Corporatefinance #Acquisition https://lnkd.in/dwHZ7ssv

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Glad to be part of this conversations as so many marketing departments take fresh takes on how they should set up and organize around their priorities. Sure, it might seem like a provocative move, but with the right collaboration and even keeping integration at key points (hope Hyundai does), you can be great at both creative and performance with the right model and the same goals. Good luck Angela Zepeda and Sean Gilpin. (We also have more research coming out from Prophet soon about how to integrate, not just balance, brand and demand. It's a love story.) #marketing #organizationdesign

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In today's issue of AdExchanger, Anthony Vargas discusses why media mix modeling aka MMA is back in a big and more powerful way for marketers c/o the best new solutions like FutureSight.online with the founder and CEO of the business, Marilois Snowman and measurement and research legend, Josh Chasin. Read more! #adeffectivness #MMM #measurement #attribution #omnichannelmarketing

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Check out the latest episode of #AdvisorUpside

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Talking GenZ at the Horowitz Research Polycultural summit with Adriana Waterston, Tinashe "The Mayor" Chaponda and Jack Rico! Was so great having these talented Gen Z influencers share their storytelling. The Creator Economy is driving over $7B this year in US revenues alone. And this is the generation that is redefining content creation, content consumption , brand marketing and media as we know it. #NewMajorityReady

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