Ep 73: Liane Nadeau - Chief Media & Investment Officer at Digitas North America

Liane Nadeau, Chief Media and Investment Officer at Digitas North America, joins Matt Wurst and Valerie Vespa on the Snarketing Podcast to talk networked experiences, the death of channel planning, advertising to LLMs, and the fluid funnel.

We get into why sports keeps taking a bigger share of the upfronts, how Digitas converged its direct and programmatic teams years ahead of the pack, and why programmatic was never a channel to begin with. Liane makes the case that context is back, that addressability got confused with targeting, and that too many brands optimized themselves out of growth by chasing the last click.

She also breaks down the fluid funnel and the living, liking, loving, loyal framework, why agencies still beat in-housing, and what it actually means to build media for humans and the LLMs deciding what those humans see. Plus a lightning round, an unpaid Dunkin' placement, and a running joke about recording the whole thing in French.

For marketers, by marketers, talking to marketers, with just a touch of snark.

Topics: media strategy, upfronts, sports media, programmatic, retail media, commerce media, AEO, GEO, SEO, AI, LLMs, agency value, in-housing, media measurement, marketing funnel, Digitas, Publicis Groupe.

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