Ross Sergeant | Digital Media
Ross SergeantThroughout my career, I've had the opportunity to work with some of the biggest brands and companies in the world, and I've learned a lot along the way. In this blog, I'll be sharing my experience and advice.
| Platform |  | Pricing | Only free issues | Publishes | Infrequently |
|---|---|---|---|---|---|
| Issues | 8 | Subscribers | Read | sergeant.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
The Deal Is Dead. Long Live the Auction.
For the best part of thirty years, the central skill in media buying was negotiation. Agencies pooled spend, clients leveraged scale, and the winner was whoever secured the lowest rate. Entire teams were built around this. Careers were made...
Premium Is Not a Plan
There is a word that gets used constantly in media planning conversations and almost never gets defined. Premium. Everyone agrees they want it. Very few people can explain what it actually means.
The High Street Moved. Did Your Budget?
TikTok Shop processed 27 items a second during Black Friday in the UK. Not 27 an hour. Not 27 a minute. Twenty seven every second. Social commerce in Britain is forecast to exceed two billion pounds this Christmas. These are not projections...
When Safety Became Alignment
There was a time when brand safety meant something specific. It meant not appearing next to content that was genuinely harmful. Hate speech. Incitement. Illegal activity. Graphic violence. The principle was simple and hard to argue with. No...
Authors
The writers behind this newsletter.
Over two decades, Ross has worked in media roles at Allwyn, Asahi, Diageo and Heineken, at agencies OMD and MediaCom, started and exited a digital agency, and has been non-executive director to media and digital agencies.
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