??The Creativ Brief: Chief Change Officer

Quarter four of 2024 is all about growth.?

We’ve onboarded two major clients, with four projects and counting. Two of which will stretch into 2025.?

Three years ago I was alone.?

As the business grows, my role has also changed as well. A marketing mercenary working for a few publishers and IPG. Every contract I received I did the work myself. Scopes were narrower, service offerings more limited, and agreements mercifully simple.

We now have 10 clients serviced by a team of 14 stellar marketing and tech professionals.?

We run four business departments across creative, PR & partnerships, digital, and data science.?

We have outsourced accounting, legal, finance and health insurance professionals.

We operate across 4 time zones from Los Angeles to Toronto to New York to Portugal.?

Two corporate structures for Canada and the United States.?

My role as CEO has changed as a necessity. I boil it down into three buckets:

1. Set the strategic vision for the company’s future
2. Serve as an ambassador to the market to drive company growth
3. Support our leadership team with guidance and resources to drive client service excellence

The change, from an executional excellence to mentorship and vision, has been the most personally transformative experience during the last three years.?

Growth for the company, our team members, and our mission motivates me every day. Cheers to the next three.??

3 Stories Dominating Media and Tech Headlines

Netflix’s ad-supported tier has reached 70 million monthly active users globally, two years after its launch, with over half of new sign-ups opting for this cheaper, ad-enabled plan. The platform has seen steady growth across all regions, and it recently announced a sell-out of ad inventory for its upcoming NFL games, drawing big advertisers like FanDuel and Verizon.

Why it matters: This success highlights the industry’s shift towards ad-supported streaming as a profitable alternative to traditional TV, offering both affordable plans for consumers and a lucrative revenue source for streaming services.

AWS is launching a $110 million grant program, Build on Trainium, to support AI research on its custom Trainium chips as part of an ongoing competition between cloud providers to dominate the AI infrastructure market. The program will offer grants and hardware resources to AI researchers, though some worry that AWS’s selection process may prioritize commercially oriented research over ethical or exploratory studies.

Why it matters:? This initiative reflects a broader trend in tech, where corporate-backed research programs are shaping the direction of AI development, often shifting the field’s focus toward industry-driven agendas and amplifying academia's reliance on corporate resources for advanced computing power.

Amazon is shutting down its ad-supported streaming service Freevee, moving all its content permanently to Prime Video where it will be available to non-Prime members as "Watch for Free" content. This shift, which integrates Freevee originals like Jury Duty and Bosch: Legacy alongside Prime Video’s broader library, aligns with Amazon's strategy of creating a unified streaming destination that serves both Prime subscribers and non-subscribers with a mix of subscription-based, rental, and free, ad-supported content.

Why it matters:? The move reflects Amazon’s effort to simplify its streaming ecosystem, positioning Prime Video as a one-stop hub for various content formats, an approach that could influence how other streaming platforms navigate the growing demand for flexibility in content access across paid and free tiers.

Creativ Spotlight - NHRL’s Kelly Biderman on the UpNext Podcast

NHRL’s CEO, Kelly Biderman,? sat down with the host of the Up Next Podcast, Gabriella Mirabelli ?to discuss the vision for NHRL, the league's dedication to inclusivity, the expansion of its audience via content and social media, the fan-to-builder-pipeline, and the future of the sport. Thank you to Gabriella for the in-depth interview and shining a light on the progress and what's to come at the NHRL!

Listen to the full interview here: https://lnkd.in/efUTehJp.

Stat of the Week - Influencer Marketing Measurement?

Enterprise marketers measure the success of Influencer campaigns mostly by Reach (CPM) (50%), followed by engagement rate (48%), Conversions (46%), and Sales (44%).

Reach and engagement rate are powerful indicators of how effectively the content generated interest and connection with a target audience on a large scale and within budget.

The creator economy is an evolving sector. Currently, marketers tend to value broad audience impact and cost efficiency over traditional sales metrics to gauge campaign success.

One Fun Thing - Creativ Co’s Case Study page is live!

Our case study page is now live on our website! The page is divided into 2 sections: Insights, and Strategies. Feel free to take a look at the client work we've completed across PR, Creative, Digital, and Data Science + AI!!

Check out the Case Study Page HERE !!