MediaLink’s Kassan Surveys The Risks, Gains For Marketers Going In-House

ORLANDO—The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. “Everybody’s under pressure at the same time,” observes MediaLink Chairman and CEO Michael Kassan. Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it’s logical to take a close […]

 
 

MediaLink’s Kassan Calls Creators To Inspire Brands At CLX

ORLANDO – After a few years in which the advertising business seemed to get consumed by numbers and efficiency, is creativity returning the fold? If the agenda for next year’s upcoming Cannes Lions International Festival of Creativity is anything to go by, it certainly is. In a new addition to the advertising festival’s agenda, CLX (“Connect. Learn. […]

 
 

MediaLink’s Kassan Seeks Global Scale Amid ‘Controlled Chaos’

COLOGNE – Strategic advisory firm MediaLink considers itself as occupying “the intersection of marketing, media, advertising, entertainment and technology.” To say it’s a busy place to be is an understatement, according to Chairman & CEO Michael Kassan. “We are in an absolute state of transformation. I’ll be kind, I used to say chaos. It’s controlled […]

 
 

At AT&T’s Relevance Conference, Kassan Will Share Stage With Katzenberg, Whitman

COLOGNE – To Michael Kassan, there could not be a better time for The Relevance Conference that AT&T will host later this month. “I think the name speaks for itself. We are at a point in time where we all are kind of drowning in information,” he says. Not only will AT&T unveil the name […]

 
 

Ken Auletta’s ‘Frenemies’ Book Chronicles Anxiety And Disruption In The Ad World

When The New Yorker writer Ken Auletta decided to take a hard look at companies that are dependent upon advertising, he came away seeing “frenemies” everywhere—all of them facing “existential assault.” The resulting book, being released today after three years of research, is titled Frenemies: The Epic Disruption of the Ad Business (and Everything Else). […]

 
 

Holding Companies In Survival Of The Fittest: MediaLink’s Kassan

What separates WPP from the dodo? One is an extinct animal – but could the ad agency holding group also about to become one, too? In recent months, many agency holding groups have reported revenue trending down and share prices have fallen, after challenges including the rise of brands buying direct from online platforms. And […]

 
 

As The NewFronts Morph And Grow, So Does Kassan’s MediaLink

If anyone could discern a possible sea change in the formerly one-day event called the NewFront it would be Michael Kassan. The Chairman and CEO of strategic advisory and business development firm MediaLink witnessed its birthing by Digitas and has become an integral player as the event morphed over the years. And so it is […]

 
 

Acquired By Cannes Owner, MediaLink Plays ‘Therapist’ To Ad Execs

BARCELONA — It was already consulting for media companies across the industry. Now MediaLink’s acquisition by Ascential, the company which runs the Cannes Lions Festival of Creativity is set to give the firm a stronger role easing the concerns of worried brand execs. In fact, CEO Michael Kassan says the company plays kind of a “therapist” function for agencies […]

 
 

MediaLink At CES 2017: Immersive Experiences, Sensations and Disruption

Strategic advisory and business development firm MediaLink is heading to CES 2017 to expose its clients—a mix of Hollywood, Silicon Valley, Madison Avenue and Wall Street—to “immersion and experiences in terms of sensations in marketing,” according to President and COO Wenda Harris Millard. If that’s not enough, there also will be disruption, the kind that […]

 
 

Agencies Must Put Data At Center Of New Bundle: MediaLink’s Kassan

COLOGNE — The media agency is changing. In a world where clients can do more themselves, or go elsewhere for services, agencies may be under threat. Michael Kassan thinks he has seen the future for a rejuvenated, more relevant model. “We just completed advising AT&T … a month ago …on the largest single review in history, I […]

 
 

Digital Media Business Needs to Embrace Diversity, MediaLink’s Michael Kassan

PALM SPRINGS — As the digital media industry celebrates its 20 years and the milestone of being a $50 billion global industry, the business needs to become more diverse, says Michael Kassen, CEO of the powerhouse media consultantcy in this interview. We spoke with him on Sunday at the IAB’s annual leadership meeting.

 
 

Curtain Falls on “Pitchapalooza” and Not Much Has Changed, MediaLink’s Kassan

LAS VEGAS – At Cannes Lions, many in the media agency world were consumed by an unprecedented number of accounts in review.  The torrent was named “Pitchapalooza.” With most of the reviews are over and there have been notable winners and losers, but the net share of business hasn’t  changed much, says Michael Kassan, Chairman & CEO […]

 
 

Innovation Will Be Big Focus at Cannes Lions, MediaLink’s Michael Kassan

From the MediaLink suite at the top of the Carlton hotel, to the stages and hall of the Palais, innovation around advertising technology will be more prominent than ever, says Michael Kassan, CEO of powerhouse media consultancy MediaLink.  We spoke with him in April about the upcoming Cannes Lions Festival. MediaLink will showcase a number […]

 
 

Partnership Is Fuel For Creativity: MediaLink’s Kassan

Call it alchemy, call it a meeting of minds, but marrying up seemingly-disparate disciplines it the key to unlocking business growth. So says one of the leaders of cross-disciplinary media consultancy MediaLink. “Partnership is what makes this world go around,” according to CEO Michael Kassan. “You need people who are growing toward the same goals. One shop does not fit all […]

 
 

“Programmatic” will Fade in the Media Lexicon, MediaLink’s Michael Kassan

CANNES, France – While “programmatic” has been a much-referenced  buzzword of the Cannes Festival, in the future it will just be media buying, albeit machine-lead for most media except network TV, predicts  Michael Kassan, CEO of the powerhouse media consultancy MediaLink, in this interview with Beet.TV We spoke with him during the Festival onboard the […]

 
 

MediaLink’s Kassan on the NewFronts: There Will Be Deals

Notwithstanding all the pageantry and hype around the two weeks of presentations by the digital publishers for what is called  the Digital Content NewFronts, there will be deals.  What had been an industry showcase, has become a marketplace, says Michael Kassan, CEO of powerhouse media consultancy MediaLink in this interview with Beet.TV We spoke with […]

 
 

Wearable Technology New Opportunity for Marketers, MediaLink CEO Says

LAS VEGAS —  Keep an eye on developments in wearable technology as that’s a field ripe for marketing innovation, says  Michael Kassan, Chairman and CEO of MediaLink, a media consulting firm, in an interview with Beet.TV at CES. “CES allows important conversations between marketers and manufacturers, which can help in delivering the new technology. This year at […]

 
 

Marketing Decisions Moving to Company Technology Officers, Medialink’s Kassan

COLOGNE  — Marketing decision are becomingly increasingly technology driven and that creates challenges for companies who have long relied on the role of marketing executives, says Michael Kassan, CEO of the U.S. media advisory firm  Medialink, in this interview with Ashley J. Swartz for Beet.TV We spoke with him last week at the AOL booth […]

 
 

Dispatch from Cannes Lions: MediaLink’s Michael Kassan Moves to Front and Center

CANNES – Michael Kassan, CEO of the LA/NY-based  MediaLink, a highly influential media and technology consulting firm,  has emerged as one of the Cannes Lion’s most important players, hosting the the week’s most in-demand party and programming five days of sessions in the convention center, principally with the firm’s clients. We spoke with Kassan this week […]