Like their partners in the Canadian news industry, the country’s media agencies are undergoing unprecedented transformation. The National Post is holding conversations with leaders of Canada’s largest agencies on the fast-changing fundamentals, and where the business is going next. This week, Kevin Kivi, EVP, general manager, Horizon Media Canada, speaks to writer Rebecca Harris.
Media
Horizon Media Canada GM on the rewards of taking risks
Australian-born Kevin Kivi says Canadian media agencies have become ‘more connected and convergent’ – and are reaping the rewards
As an agency leader with global experience (in Australia and United States), can you share how Canada’s media-buying landscape is different or unique?
(Fifteen years ago), it was a very local, insular look at the way things were done. It has evolved to be a more connected and convergent environment now, where agency leaders in Canada are taking bigger risks, they are making bigger bets and they’re investing differently than they were 10 to 15 years ago. When I joined the industry in Canada, I found it was a complacent industry — “this is how we’ve always done that” — and it’s been rewarding to see how that has evolved. A lot of it is being driven by the digitization of our industry….
There’s obviously a lot being written about the Canadian media industry and Bill C-18 (with the bill’s passage, Google and Meta announced they will stop linking to Canadians news sites). As an Aussie and as someone who watched what happened in Australia (the country introduced a law forcing technology platforms to negotiate payments with media outlets), I’m very disappointed with some of the outcomes in Canada. We should have found different ways to negotiate … I truly believe (Bill C-18) has flaws, which was not its intent, but these two large, global organizations cannot steamroll what a government decides is the best thing forward for the people of Canada, so to speak. So, I believe they need to come back to the table.
How is your agency responding to industry shifts and preparing for the future?
As an independent, we are free to invest in not only our clients’ businesses, but also reinvest back into our organization. We don’t necessarily have the red tape that exists across some of the larger global players. (One investment area is) thought leadership. Our (new) multicultural study was a huge undertaking for our team over the last six months… Investing in thought leadership and having a clear point of view on where we’re seeing shifts from a consumer standpoint and how that will benefit our clients is an absolute interest for us. Additionally, we’ll be rolling out some news related to our audience management platform… We spent the last 12 months investing a lot of time, energy and financial capital into a solution that is custom-built for our Canadian clients with Canadian datasets.
One finding in your multicultural study (“How Cultural Fusion is Reshaping the Canadian Consumer Experience”) is that advertising is not as effective in driving brand awareness for newcomers (compared to other tactics). How should marketers approach brand-building with newcomers?
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I was quite struck by that finding as well because we all tend to think advertising is going to be effective across the vast majority of demographics and audiences that exist out there. This (study) has helped to shine a light to say advertising is least effective with some of these newcomer groups. What became evident is the style of information that newcomers to Canada need is very different. They’re reliant on ratings and reviews, information about pricing and (product descriptions). We tend to look at online search as something that’s going to help us drive a sale. What the research told us is that search plays such a crucial role for a lot of newcomers, and it needs to be thought of more as a way to educate consumers and not just close a sale. That’s probably where some brands are missing the mark a bit because we tend to think search is a performance-driven tactic… It’s got such a bigger role to play here, based on what we’re seeing in the study.
What other study findings stand out to you?
One of the other big learnings for me is that a newcomer or first-generation Canadian is far more likely to shop in-store than they are to buy online. Online plays a role for the way they research and start to gather their thoughts, as well as their consideration set. They’re not physically making the purchase online — they’re going in-store. That speaks to the search behaviours I mentioned earlier and helping them navigate and understand your brand and your product, recognizing that the purchase (may or may not) happen online.
Our study helps to encapsulate aspects of that. There are some big Canadian brands that are rooted in Canadian culture: they’re iconic, they’re a part of the Canadian psyche. With the volume of newcomers who are coming to Canada … we’re doing ourselves a big disservice as it pertains to how we market some of these brands and how they can continue to thrive, specifically in retail where it’s so competitive.
Can you share a prediction on what’s next for the media buying industry?
There is a lot of uncertainty in the marketplace — are we in recession, are we not in recession, inflation, cost of living… It feels like we’re in a bit of a limbo phase, where we’re so reliant on what (the Bank of Canada) is going to announce that everyone is hanging on by way of tenterhooks. I don’t know what the (solution) is, but it’s certainly having an impact on business, on our employees, and on consumers and the way they’re buying and consuming products… We’re in a mode of short-termism and we need to start moving beyond that because I don’t foresee things changing anytime soon.
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Media
What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’
Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.
Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.
NEW MOVIES TO STREAM SEPT. 9-15
— Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.
— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.
— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”
NEW MUSIC TO STREAM SEPT. 9-15
— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”
— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.
— AP Music Writer Maria Sherman
NEW SHOWS TO STREAM SEPT. 9-15
— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.
— Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.
— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.
— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.
NEW VIDEO GAMES TO PLAY
— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.
— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.
Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.
Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.
Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.
Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.
Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.
Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.
Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.
As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.
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