Paul Kontonis Talks CDS, GOVA, and Offers Advice on Talent Selection
SVP of Collective Digital Studios and executive director of GOVA, Paul Kontonis, explained the lifeline of Newfronts and CDS’s presence at the DigitasLBi event, along with measurement changes, advice for brands on picking talent, and insight on GOVA.
Kontonis, having contributed to building the Newfronts, said that the few years of getting it up and running took real maturation in the marketplace. The point of premium content paired with premium scale and brought to advertisers that are ready to buy has finally arrived. With big talks all throughout Newfronts of “fearless agencies” stepping up and purchasing content, we can see change coming as buying occurs at a faster pace. Marketers and brands are making investments they understand, and they now know the scale and reach of these purchases.
CDS was excited to have such an impact on DigitasLBi Newfronts, said Kontonis. Screening the opening video and securing Harley Morenstein as a speaker helped CDS focus on supporting agencies like DigitasLBi with talent, original content, and media. They helped convey the DigitasLBi “Fearless” message to marketers who need to jump into the content marketing space. He explained, “We got Harley to come up on stage to be able to tell that story…and say that this is how you do it. You have to be authentic. You have to be unique. And you have to be strong in your voice.”
To brands seeking talent, Kontonis noted, “The right influencer is one that can tell the brand’s story without telling the brand’s story,” meaning you don’t want them verbatim reciting your marketing strategy, but instead bringing those words to life through personality and authenticity. Organic engagement and consistency is key.
Kontonis wrapped up by explaining GOVA, including their focus, the membership, and increasing the marketplace.