Commentary

Why Sequent Partners Is Packing It In: A Conversation With Spaeth & Sylvester

After decades advising, organizing and helping to shape how the advertising and media industry use Big Data, analytics, mix and attribution models, founders Jim Spaeth and Alice Sylvester explain why they're packing it in, what will happen with some of their projects, and what the future holds for industry analytics.

Following their announcement to a group of industry friends, clients and supporters the two research legends are sharing their views for the past, present and future of ad industry analytics.

4 comments about "Why Sequent Partners Is Packing It In: A Conversation With Spaeth & Sylvester".
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  1. Jack Wakshlag from Media Strategy, Research & Analytics, November 7, 2024 at 5:55 p.m.

    Jim and Alice represent the best in partnerships -- honest, considerate, brilliant and influential.  What treasures of knowledge and insight.  And they still have good hair.  Few willl match the respect they've earned through their distingushed careers.

  2. Alice Sylvester from Sequent Partners, November 7, 2024 at 7:09 p.m.

    I feel the need to explain the tiara! I definitely lost a bet!!

  3. Leo Kivijarv from PQ Media, November 8, 2024 at 11:34 a.m.

    Jim and Alice will be missed. 

  4. Tony Jarvis from Olympic Media Consultancy, November 9, 2024 at 8:54 p.m.

    The industry is losing two rare and honest brokers that never backed off telling media or  marketing truths whatever the consequences, e.g., "last touch attribution is nuts!".  Amen. 
    The current state of the media and consumer research and marketing analytics businesses has, I suggest, never been in such a weak, and often deliberately biased and misguided state.  Losing Jim and Alice adds further concerns that, in my opinion, the decline in quality, transparency, accountability, neutrality, and ethical business practices will continue. 
    The industry owes a huge debt to these two phenomenal leaders and thinkers.

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.