Category: In the News

Curated Performance Marketing News – Consumer and Industry Trends-Affiliate Networks, Business Insights and more.

Media Buying Briefing: New York’s new generation of Mad Men

“If I can make it there, I’ll make it anywhere …” That famous line from the song New York New York resonates as much today in the agency landscape as when Frank Sinatra made it famous in the late 1970s after it first appeared in Martin Scorsese’s film of the same name. 

Not only do the biggest agency holding companies choose to make the City their global headquarters — looking at you, Omnicom and IPG, which are poised to become THE largest holdco on the planet — but any number of large independent shops from Horizon Media to Crossmedia make New York their home base. After all, New York is arguably the center of the business world.

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Some creators say brands are delaying their holiday deals later than ever this year

Holiday shopping (and thus, holiday marketing campaigns) seem to begin earlier every year. But for many content creators, the annual Q4 brand deals this year are increasingly coming together at the eleventh hour. More often than not, deals are struck less than 30 days out from a campaign live date as opposed to the traditional 30 to 60 days, according to two creators Digiday spoke with for this piece.

Given this year’s tariffs, economic headwinds and uncertainty around TikTok’s future, brands are likely sitting on their remaining budgets until the last possible moment, said Haley Schluter, head of North America for Buttermilk influencer agency. Creators are consequently seeing a range of activity, from a steady flow of deals to a slowdown.

“I can confidently say that there is a decrease in active partnerships, more hesitancy with spending, and we’re seeing a little bit of tightening of budgets,” said Trevor Barrett, a full-time beauty content creator based in Pennsylvania. Barrett, who goes by @trevorbarrett on social media, has more than 3 million followers across TikTok and Instagram.

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