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The following is press coverage and articles I’ve written. If you’re a reporter or would like to talk, please contact me via this site or e-mail [email protected] and we’ll talk.

Are retailers benching the metaverse for Super Bowl LVII?

It’s not just the down market: While brands might want to avoid consumers conflating “metaverse” with “cryptocurrency,” that’s not the only reason many are steering clear of virtual activations this year.

In February 2021, given the realities of the pandemic, virtual experiences got something of a boost, said Azher Ahmed, head of digital at Octagon. “The behaviors that have been built during those lean years of everybody being virtual have made it more friendly and familiar for people to engage with these things,” Ahmed told Retail Brew.

But this year, with fans back in stadiums, metaverse experiences need to go above and beyond 2022, when many people were still staying home due to the pandemic, he explained. “I view that as a challenge of the bar being higher creatively, strategically.”

Are retailers benching the metaverse for Super Bowl LVII? (retailbrew.com)

Sports content is thriving on TikTok. Its head of sports explains the strategy to push deeper into the sector, from sponsorships to new in-app features

Purpose-driven sports marketing has become increasingly common among brands, Azher Ahmed, head of digital at the sports-marketing agency Octagon, told Insider.

“Every company is waking up to the reality that they need to demonstrate their values in some way, shape, or form,” Ahmed said. “When you’re sponsoring something, you’re taking a stand, literally, as a brand.”

Inside TikTok’s Global Sports Strategy: Marketing, Partnerships, Features (businessinsider.com)

Facebook promises better guardrails for brands scared of the chaos in its News Feed

Azher Ahmed, exec VP and chief digital officer at DDB, says that most advertisers with a sophisticated grasp of the digital ecosystem understand there will not ever be 100 percent safety, especially in places like Facebook’s News Feed. Advertisers just want to know that there are systems for watching the platform and disclosure when brands are affected. 

https://adage.com/article/digital/facebook-promises-better-guardrails-brands-scared-chaos-its-news-feed/2267286

AdAge: Newfronts After Party

Dissecting the Hits and Misses of the Week

In lieu of the week’s typical after parties, on June 26 at 2 p.m. Ad Age will bring together marketing and agency leaders who will recap the week of presentations. As part of the IAB’s official agenda, we will discuss hits and misses, see which trends are in and which are out and identify the words and phrases that will define this year’s negotiations.

https://adage.com/article/special-report-newfronts/newfronts-after-party-dissecting-hits-and-misses-week/2262981

AdAge: Hulu Is Exploring New Ad Experiences for Binge Watching

Azher Ahmed, director of digital at DDB U.S., says that ads tailored to binge watching could lead to new ways to think about campaigns on Hulu. For one, brands know they have a heavily invested viewer.

“You don’t want to just blast the same creative at them; think about a series of ads that plays out in a binge-watching session,” Ahmed says. “Also, put a creative lens on it; at some point they have to take a break, so have a message that is tailored for it.”

https://adage.com/article/digital/hulu-giving-brands-ad-formats-made-binge-watching/317210

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