In the first installment of our new Marketer Interview video series, we learn through a simple word association game how marketers are preparing for a new year of expanded media fragmentation.

Meet Noah Mallin, the chief strategy officer at IMGN, part of Warner Music Group. Noah is long time innovator and winner of Cannes Gold and Silver Lions, Campaign Magazine’s 40 Over 40 and many other prestigious awards.

Cookies

Not needed, glad to see them go

Connected TV

Really where everything's going. It's gonna be screens all over and also every social platform better have a strategy for OTTs as well.

Nielsen

Well, amazing that they hung in there, right? Relevant or irelevant? I think maybe a little less relevant

Meta

You can change the name, but what’s in the package is still the same. Underneath it, meta still has the problems.

Digitas

Amazing incubator of talent. We met there and so many great colleagues. I just continued to be amazed by what they do.

TV advertising

I think that's an antiquated thing right now. It's about screens and really making sure that you're where people are, and it doesn't matter what device they're on, What is a TV? To me it's video and what that's gonna be.

Cannes

I miss the yachts, but that's the big question mark. Is it ever gonna be what it was?

Email

Most of my colleagues are in their twenties and email is the new let the phone ring and don't answer it right now. Slack is where everybody is. And even slack is starting to like take a backseat to WhatsApp.

Influencers

What's interesting to me is the difference between influencers who are in the celebrity top tier of influencers and the mid-tier where there's so much great quality there. That's what one of the things I'm excited about for next year is clients saying, how can we work with influencers who are also creators and go really deep with an audience to bring it to life. There's so much quality there.

Stay tuned for more conversations with marketers.