Agency Business #24: Jill Kelly on the Evolution of Media and Her Vision for Assembly
5 snips
Jun 2, 2025 Jill Kelly, CEO of Assembly Global and an expert in media buying and corporate communications, shares her insights into the ever-evolving media landscape. She discusses the transition from traditional compensation models to performance-driven strategies, highlighting the importance of understanding marketing KPIs. Kelly also explores how AI is reshaping workforce dynamics and improving retention rates. Additionally, she addresses the complexities of media consolidation and the need for brands to maintain their identities amidst industry shifts.
AI Snips
Chapters
Transcript
Episode notes
Jill Kelly's Unusual Career Path
- Jill Kelly started her career in media buying and planning at Universal McCann in a now-obsolete international media department.
- She pivoted unexpectedly to corporate communications, leveraging her writing skills, which shaped her diverse career path to CEO.
Evolution of Media KPIs
- Media planning evolved from basic reach and frequency to being deeply tied to specific business KPIs.
- Brand and performance media work together to build equity and drive sales, depending on timing and sequencing.
Shift Toward Performance-Based Pay
- Clients desire less reliance on FTE and commission-based models and more on performance and outcome-based remuneration.
- Technology and automation will accelerate the shift to performance-based agency compensation models.