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The evolution of marketing and advertising in 2018: A Michael Kassan overview

Video Summary

Michael Kassan is unmatched as a digital media expert, entrepreneur, commentator, and adviser. In this very special Web Summit presentation, he will share his thoughts on the state of play in marketing and advertising.

Speakers

Michael E. Kassan helps bridge the gaps between media, marketers, and technologists.

Kassan founded MediaLink in 2003 to be a transformational partner to the world’s leading media, marketing, and technology companies. Bringing these groups together while balancing strategic insight with pragmatic execution, MediaLink guides its clients through an increasingly fragmented media landscape. As Chairman and CEO, Kassan has led the firm’s expansion from strategic advisory into multiple business lines including executive search, financial due diligence, agency benchmarking/reviews, and trade marketing. With a culture focused on both confidentiality and transparency, MediaLink now sits at the epicenter of major cross-industry initiatives and legislation helping to build consensus between government, marketers, and publishers.

Kassan maintains a deep commitment to advising the media industry’s leadership. He acts as Special Advisor to numerous CEO’s helping them “break through the noise” in today’s marketplace and advising on issues ranging from corporate strategy and partnerships to M&A.

Drawing on a combination of experience, relationships, and insights, Kassan writes extensively as a noted blogger and serves frequently as a moderator and keynote speaker at global industry conferences. He has built instrumental partnerships with the Consumer Electronics Show and the Cannes Lions. He also produces and hosts a radio show on WOR 710 AM and Clear Channel’s iHeartRadio, “Medialinked — Inside Advertising and Media with Michael Kassan.”

Prior to MediaLink, Kassan led Initiative Media Worldwide as COO and Vice-Chairman from 1994 to 2001. Kassan helped grow the company’s initial $1.5 billion in billings nearly ten-fold. Prior to Initiative, he was President and COO of International Video Entertainment (Artisan Entertainment). In his first career, Kassan spent ten years as a tax lawyer specializing in the entertainment industry.

Kassan currently serves as Chair of the UJA-New York Marketing Communications Committee as well as on the Boards of the American Advertising Federation, the Ad Council, and the Hollywood Radio and Television Society. He served as Chairman of the California State Senate Select Committee on the Entertainment Industry.

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