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• 電通は、佐野武氏の新体制のもと、AIとエージェンティック機能を業務プロセスの中核に組み込もうとしている。

• 今回のアップフロントでは、マクロ経済の不確実性に対応する柔軟性と、プログラマティック化が重要な論点となっている。

• AI時代の人材には、単なる実行者ではなく、エンド・ツー・エンドで設計・統合できる役割が求められている。

電通はグローバル規模で経営トップの交代を経験した。新たにグローバルCEOに就任した佐野傑氏は、ピュブリシス、オムニコム、WPPという「ビッグスリー」のすぐ下に位置するエージェンシーホールディングカンパニーを率いることになった。しかし同社はここ数年、ハヴァス（Havas）や、事業拡大を狙う小規模なホールディングカンパニー、独立系エージェンシーの群れに先んじようとするなかで、手痛い経験も重ねてきた。

同社では米…

EXCLUSIVE: Stella Pecollo, best known for her work in Universal’s You, Me, & Tuscany, has signed with Prototype Talent Agency for representation. Pecollo portrays the hilarious and fiercely passionate Francesca, sister to Michael (Rege-Jean Page) and Matteo (Lorenzo de Moor), and confidant to Anna (Halle Bailey) in the film, directed by Kat Coiro and written by […]

EXCLUSIVE: Debra Messing has signed with Paradigm for representation. Messing is best known for her Emmy award-winning performance as Grace Adler in NBC’s hit comedy Will & Grace. The David Kohan and Max Mutchnick-created series, which ran for 11 seasons, focused on the friendship between Grace, a straight interior designer, and gay attorney Will, played by […]

EXCLUSIVE: CAA has signed Reece Feldman for representation. Feldman is a content creator with a following of more than three million who has in recent years established himself as a digital authority on all things film, TV, and entertainment, operating under the handle @guywithamoviecamera. Feldman’s TikTok account took off as he was working on set […]

EXCLUSIVE: Following 15 years as a talent agent at Paradigm, Jeff Kolodny is moving over to the management side, after joining Cognition, the boutique talent management company founded by Brian DePersia. Bringing extensive experience representing some of the industry’s most respected actors, Kolodny will work alongside DePersia and the Cognition team across film, television, theatre, […]

EXCLUSIVE: Anonymous Content has signed filmmaker Markian Tarasiuk for representation following the breakout success of his feature directorial debut, Hunting Matthew Nichols. Tarasiuk directed, starred, and has a story by credit on the mockdoc found-footage horror film, which received multiple festival awards and widespread critical recognition. Produced on a reported $275k budget, Hunting…

EXCLUSIVE: UTA continues to grow its roster of prolific TV creators and showrunners with the addition of Joe Kelly, co-creator of the hit Apple series Ted Lasso. Recent signings also include The Pitt creator R. Scott Gemmill, Abbott Elementary showrunners Justin Halpern and Patrick Schumacker, as well as All Her Fault creator/EP Megan Gallagher. UTA […]

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• ピュブリシスによるライブランプ買収は、広告テクノロジーにおける「中立な中間層」がまだ存在するのかという問いを鮮明にした。

• ライブランプのID基盤は業界全体に深く組み込まれており、代替先への移行は技術面でも契約面でも容易ではない。

• AI時代には、データがどこにあり、誰のモデルを賢くしているのかが、マーターにとってより重要な争点になる。

ピュブリシス・グループ（Publicis Groupe）によるライブランプ（LiveRamp）買収の契約書のインクが乾くか乾かないかのうちに、マーケターたちはパートナーやコンサルタントに電話をかけ始めた。何かを決めるためではない。多くはまだその段階には至っていない。ただ、それまで考えたことのなかった問いを投げかけるためである。

最初に浮かび、もっともわかりやすい問いは、**ライブランプが中立性を…

EXCLUSIVE: Paradigm has laid off three agents: Jeff Kolodny, Adam Van Dusen, and Natalie Handelsman. We’re told no others were impacted. Both Kolodny and Handelsman are talent agents — Kolodny, the more senior of the two, as someone who spent the last 15 years at Paradigm. He joined in 2011 after three years as a […]

EXCLUSIVE: Paradigm has hired veteran agent Michael Kirschner to their newly launched Physical Production division led Gil Harari and Jonathan Silverman. Kirschner counts close to two decades of experience representing top creative talent across film, television, commercials, and music videos. He rejoins Paradigm following four years as co-owner of Intrinsic. Kirschner specializes in repping…

EXCLUSIVE: Managers David Jimenez-Katsman and Bash Naran have joined Entertainment 360. Both will be based in Los Angeles and bring deep experience representing acclaimed creators and internationally recognized talent. Jimenez-Katsman brings a diverse roster of writers, directors, and actors whose work has been Oscar andEmmy nominated and premiered at major international film festivals. Clients…

EXCLUSIVE: UTA has signed actress, producer, and entrepreneur Emma Roberts for representation. Roberts has built a television career spanning comedy, drama, and genre series. Her longstanding collaboration with Ryan Murphy includes performances across multiple installments of American Horror Story, including Coven, Freak Show, Apocalypse, 1984, and Delicate. She also led Murphy’s Scream Queens,…

EXCLUSIVE: Maya Jama and Roman Kemp’s agency Insanity Talent Management has hired agents from Independent Talent and Curtis Brown. Grace O’Leary has joined as Senior Talent Manager after a 12-year stint at Independent where she worked with the likes of Sian Welby, Dolly Alderton and Lauren Laverne. She has already signed the likes of Dolly […]

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• オムニコムは広告費をより直接的にパブリッシャーへ流すよう促しているが、実際の予算移動には懐疑的な見方も強い。

• 広告サプライチェーンの中間業者削減は歓迎される一方、十分なパブリッシャー所有テックを持つ媒体社はまだ限られている。

• エージェンティックメディアバイイングを機能させるには、DSPやSSPに依存した複雑な取引経路の簡素化が前提となる。

オムニコム（Omnicom）が進める「中間業者を減らす」取り組みは、同社傘下のエージェンシーがパブリッシャーとどう話すかにも表れ始めている。ただし、その多くは密室での話だ。

事情に詳しいサプライサイド関係者2人によると、オムニコムのホールディンググループ内のバイヤーたちは、アドテクの複数レイヤーを経由するのではなく、より多くの広告費をパブリッシャーへ直接流すよう「強く促されている」という。…

EXCLUSIVE: Award-winning actress, writer, producer, and director Jada Pinkett Smith has signed with Independent Artist Group across the board. She joins a slew of fellow powerhouse women on IAG’s roster, including Taraji P. Henson, Regina Hall, Lindsay Lohan, Sharon Stone, and Mary J Blige. Pinkett Smith is set to star next in the upcoming sequel Girls Trip […]

EXCLUSIVE: Dark Matter author and series creator Blake Crouch and writer-producer Jacquelyn Ben-Zekry have signed with CAA for representation. In addition to Dark Matter, Crouch is the author of numerous novels, including Recursion and Upgrade, all New York Times bestsellers. His books have been translated into more than 40 languages, and his short fiction has […]

EXCLUSIVE: Following its recent expansion into new areas including sports, news and lifestyle talent, 3 Arts Entertainment has hired Make Management founder Hannah Satzke to broaden its fashion & beauty representation business. Satzke will serve as a Manager and be based in the New York office. Satzke founded Make Management, a digital-first talent management company specializing in fashion,…

EXCLUSIVE: Zach Cregger, the filmmaker behind last year’s horror phenomenon Weapons, has parted ways with his longtime manager Peter Principato of Artists First, multiple sources tell Deadline. Principato couldn’t be reached for comment. Cregger had been with the famed manager for around 15 years — from a time when he was better known for comedy, as a […]

EXCLUSIVE: Zibby Allen, best known for her work in Netflix’s hit drama series Virgin River, has signed with Authentic Talent & Literary Management for representation. Allen joined Virgin River in Season 3 as a series regular portraying Jack’s (Martin Henderson) sister Brie Sheridan, a major character who has become a fan-favorite on the series. Virgin […]

EXCLUSIVE: The Gotham Group has signed Angela C. Santomero, creator and executive producer of popular children’s shows Blue’s Clues, Daniel Tiger’s Neighborhood, Super Why and Princess Penelope’s Purse of Preposterous Things, among others. A seminal name in children’s entertainment, Santomero has created more than 10 award-winning series for major global platforms, three books for adults […]

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• エージェンティックAIは発表だけが先行し、現場導入はまだ探索や実証実験の段階にとどまっている。

• 大規模展開には膨大なテストが必要であり、過去データだけでは変化する市場を予測できない。

• 広告業界が本当に注力すべきなのは、低コストで代替可能な効率化ではなく、事業を差別化する問題である。

WPPの最高AI責任者には、エージェンティックAIについてひとつの持論がある。ダニエル・ハルム氏は、IAB UKの「AI グロースサミット（AI Growth Summit）」の参加者に対し、エージェンティックAIはいま「ティーンエイジャーのセックス段階」にあると語った。つまり、誰もがほかの全員はやっていると思い込んでいるが、実際に見てみると、誰もやっていないという状態…

EXCLUSIVE: WME has signed British actor Rosalind Eleazar for representation in all areas, with an eye toward helping her expand her mark in film, television, theater, and beyond. Most recently, Eleazar wrapped the coveted titular role opposite Chris Rock in his new A24 drama Misty Green, also starring Adam Driver, Daniel Kaluuya, and Anna Kendrick. On television, […]

EXCLUSIVE: Writer and director Anu Valia has signed with CAA for representation. A graduate of New York University’s Tisch School of the Arts, Valia’s short film Lucia, Before and After won the U.S. Fiction Award at the Sundance Film Festival in 2017. Her TV directing credits include Steve Carell’s HBO series Rooster, Apple TV+’s hit Shrinking, […]

UTA has signed Justin Halpern and Patrick Schumacker for representation in all areas. Halpern and Schumacker are currently executive producers and co-showrunners of the ABC hit comedy series Abbott Elementary. Alongside series creator and star Quinta Brunson, Halpern and Schumacker have received four consecutive group Emmy nominations for Outstanding Comedy Series. In addition to showrunning […]

UTA has signed actor, television host, and podcaster Steve Burns (Blue’s Clues) for representation in all areas. Burns is best known for his role as the original host of Nickelodeon’s popular children’s program Blue’s Clues, which he held from 1996 through 2002. One of the most beloved and culturally enduring children’s franchises of the past half-century, which […]

EXCLUSIVE: Veteran agent Ollie Fitzgerald has joined WME as Executive, Music for Visual Media. Based in London, he will report to Bradley Rainey, Head of Music for Visual Media at WME. Fitzgerald joins from Cool Music, where he led the UK team, representing some of the UK’s most prominent composers in film, TV, and gaming, including […]

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• ピュブリシスはライブランプ買収で、AI時代の差別化要因をメディアバイイングではなくデータとID基盤に置こうとしている。

• イプシロン、ローテイム、ライブランプをつなぐことで、クライアント固有のデータから競合が再現しにくいAIエージェントを構築する狙いだ。

• 最大の課題はライブランプの中立性であり、業界共有インフラがピュブリシス資産と見なされるリスクが残る。

ライブランプ（LiveRamp）買収契約のインクが乾く前に、ピュブリシス・グループ（Publicis Group）CEOのアーサー・サドゥン氏は、自ら500通のメールを送っていた。顧客、パートナー、そして競合するエージェンシー・ホールディングカンパニーに宛てたものだ。そこに込められていたメッセージは、すべて同じだった。何も変わらない。ライブランプは中立のままである。データは安全…

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• AIエージェントがマーケティングの決定を下すようになる中で、システムがミスやバイアスを生じさせた際に誰が最終的な結果への責任を負うのかという問題が浮き彫りになった

• クローズドループ型の最適化システムが外部の監視なしに自ら評価するのを防ぐため、エージェントの働きをエージェント自身に評価させるべきではないという原則が強調された

• 広告業界が大手テック企業への依存度を下げていく可能性もある一方、分散化した組織のままでAI管理に必要な組織的な説明責任の仕組みを構築できるかが不透明だ

5月6日、エージェンティック広告機構（The Agentic Advertising Organization：以下、AAO）の第1回年次総会「ザ・ファウンドリー（The…

EXCLUSIVE: Alex Bonifer, best known for his breakout role in Amazon’s Jury Duty Presents: Company Retreat, has signed with Innovative Artists Entertainment for representation in talent, literary and voice-over. Bonifer was most recently seen as Dougie Womack Jr. in Jury Duty Presents: Company Retreat. In the latest installment, he stars as the company owner’s son […]

EXCLUSIVE: Arise Artists Agency, headquartered in Los Angeles, is officially becoming bicoastal. The agency is expanding to New York with the launch of an East Coast office and the addition of agents Ken Melamed, Zach Marlin, and Angelina Barberia. The move marks a significant expansion for the agency, which launched in 2024 and has quickly […]