22squared

Flying home from the Association of National Advertisers Media conference and thinking about some of what I heard over the last three days - there was a lot! I am so thankful to have the opportunity to take a step back and hear from incredible leaders, building incredible brands. Here are just a couple of my big takeaways. 💪 Pushing the boundaries and questioning everything makes us stronger. This will never, and should never, stop being true. Our industry is dynamic, the media world is ever-evolving, and with innovation and change comes new opportunities for future innovation and change. The work Jonah Goodhart has done to build Mobian and improve what is not quite right in brand safety, as well as the work of the ANA on Aquila with partners like Kanishka Das representing P&G, are excellent examples of this! ✍ Creativity is like a tax write-off. Wendy Fitch from H&R Block definitely didn't use those words, but she demonstrated how they built an idea from an insight and brought "Responsibility Island" to market to reach GenZ and put H&R Block on the map for this hard-to-reach, hard-to-influence audience. In a conference typically overrun with data, technology, and measurement discussions, it was refreshing to hear how creativity in media can change the trajectory. 🦸 We can do social good and drive performance at the same time. I got to meet Amy Williams from Good Loop briefly and naturally it got me thinking about sustainability in advertising. I also got to have lunch with Vanessa Otero from Ad Fontes Media, and it got me thinking about the impact that ad revenue has on news media and the work they are doing to shift the balance. Their work with Jeff Green and The Trade Desk is mysterious and important (ok, probably not so mysterious, but I couldn't resist). Net- net, in both cases, there is no trade-off; these solutions are win-win. Sustainable supply paths mean fewer bumps along the way; more efficient supply means less cost, less energy consumption, and less carbon emission. News produces high-quality (sometimes hard-to-reach audiences); if we avoid the news, we miss the opportunity. Tying this back together advances in brand safety can get advertisers a lot more comfortable with this idea. Thanks again, Jonah. All in all, it was a jam-packed three-day trip. Spending time with great partners like Joseph L. Dressler and Seth Moskowitz from AdFrom and Genette Davis and Brian McVey from Fluency topped it off. I look forward to bringing the energy back to the 22squared base camp and all the great work our industry will continue to produce!

Last week, I joined Ben Van Horn at the Digital Summit Series in Tampa where we hosted a Fireside Chat on the real-world application of CTV advertising. We unpacked the complexity of the CTV space and explored why it’s becoming such a critical channel for today’s advertisers. At 22squared, we help brands harness the power of CTV to drive measurable impact and reach audiences in smarter, more relevant ways. I love getting to share these experiences with colleagues around the industry.

We’re thrilled to welcome Janis Middleton to MODA’s Board of Directors — and even more excited to see her already diving in with energy and purpose! An Atlanta native and proud Clark Atlanta University alumna, Janis brings a deep commitment to building equitable environments where everyone can thrive. Her work in content strategy and media — with clients like The Home Depot, Buffalo Wild Wings, and Truist — has given her a keen understanding of how to create people-centered, impactful strategies. Seeing firsthand the lack of representation and resources for marginalized audiences, Janis founded the Inclusion Strategy practice and Cultural Business Accelerator, each+every, for clients of 22squared and Trade School. Her leadership is bold, visionary, and rooted in a passion for meaningful change. And on Thursday, April 3, Janis will host Business x Design: MADPOP, a conversation with artist and entrepreneur Greg Mike about the launch of his new soda brand, MADPOP. Don’t miss this dynamic conversation at the intersection of creativity, culture, and commerce. https://lnkd.in/dqmN6qBY Welcome, Janis — we’re so glad you’re part of the MODA family! #DesignForChange #MODAatl #BusinessByDesign #EquityInDesign #AtlantaLeadership #DesignMuseum #GregMike #MADPOP

Starting in March, we're having our AAF-Atlanta Spring 2025 Inclusion Workshop Lunch Series, a dynamic three-part event dedicated to advancing diversity and inclusion in advertising. This series will bring together industry leaders, innovators, and advocates to share insights and strategies for shaping a more inclusive and impactful advertising landscape. Our March 25th Workshop will focus on Shaping Authentic Narratives presented by each+every. Register Here: https://lnkd.in/eeCcNQv2