Scott NeslundMember since August 2005
Scott Neslund is Centro's Executive Vice President of Client Services, a role which oversees Centro’s media services units. A graduate of the Kellogg School of Management with an MBA in Marketing and International Business, Neslund has over 20 years of experience leading media and digital agencies in the U.S. with significant global experience in Europe, Asia and Canada. He started his career with a 17-year stint at Leo Burnett where he oversaw media for United Airlines, Coca Cola and Kellogg’s and went on to launch Starcom MediaVest’s agency business in Canada. From 2005 to 2009 Neslund led Mindshare, first as Managing Director of the Chicago office and then as CEO of North America, and then served as CEO of Red Bricks Media and, later, as President of Moxie Interactive, a subsidiary of the Publicis Group. Neslund recently relocated his family, and his TV addiction, from Atlanta to Chicago.
Articles by Scott All articles by Scott
- The Intersection of Technology and Transparency in
While digital complexity has created a world of new opportunities for brands and consumers alike, it's also seriously undermined a fundamental value shared by advertisers and agencies: operational transparency. To create more transparency in their digital media operations, many advertisers and agencies are seeking technology solutions. This means automating digital media planning, buying, and execution from end to end - allowing advertisers and agencies to share a clear view of actual costs and easily track communications between brands, buyers, and sellers.
- How Agencies Can Overcome Millennial Turnover Trends in
The ad tech industry has a bad case of automation fever. Don't get me wrong - automation is important. But some companies have gotten so caught up in the frenzy that they've lost sight of a core truth: People aren't data conduits, and their happiness is essential to a thriving business.
- Record Agency Pitches: Is It A Harbinger Of A New Model? in
With the record number of AOR media agency pitches taking place this year, one has to wonder if our industry is experiencing the typical cycle for agency turnover and new business wins, or is this the harbinger of a more fundamental shift in the media landscape? The total media spending from advertisers conducting these agency reviews equals just under 10% of the total media U.S. marketplace. A lot has been written on this topic, for good reason: these pending changes may impact the industry for decades to come.
- Transformers Have Invaded Cannes in
Real-Time Daily on
Cannes is experiencing an invasion, and it's not from giant alien robots. When I started going to the Cannes Lions festival in 2007, it was mostly about celebrating and honoring the best marketing creative in the world. Media strategy and activation was soon integrated into the event with its own Media Lions category. Then digital media took over, not only the award entries but also the major event sponsorships. This year, Cannes was marked by the world of ad tech transforming the industry. Ad tech was not just noticeable in Cannes -- it was there in force and in many forms.
- Harnessing The Mid-Tail Media Value in
Online Media Daily on
We are on the edge of an industry renaissance where all media is digital and consumers don't distinguish between television, radio, print or what happened first live on YouTube. Instead it will be video, audio and text with an endless selection of publisher choices. The ability to harness the value of that mid-tail section will be one of the keys to successful marketing in the next 20 years.