'Our objective here is to make the complex simple,' John Halley tells THR, with the CBS and Paramount+ owner now mostly done with its upfront meetings.
“There’s so much chaos in the marketplace and all that comes down to presentation, it’s like fragmentation of everything, our business is experiencing change on every axis,” Halley adds. “Yes, content is king, but simplicity is also very important. They have to share the throne.”
The decision to abandon the glitz and glamour of an upfront presentation “turned out, without question, to be the right decision,” Halley says, adding that this year may in fact be a turning point for the tradition, which sees brands and buyrs converge in New York City in May, running from one presentation to the next .
“We’re gonna do a post mortem on it, but I can tell you that we are not going back to the old way to do it,” Halley says. “When you actually query agencies about what they think about the traditional upfront week, it turns out, they don’t like it.” The smaller, more intimate discussions, well ahead of the rest of the upfront talks, have already proven their worth, he adds.
“I think for us, it has provided much more engagement time with our most important clients and agency partners,” Halley says. “We’re doing it in a period where others aren’t doing anything, and so we have we have their full attention.”
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