Expert, Agency Matt Miller Expert, Agency Matt Miller

Balancing Industry Advocacy and Creative Commercial Craft

Matt Miller is President and CEO of the Association of Independent Commercial

Producers (AICP), a membership organization for independent companies specializing in the production and post-production of commercials for advertisers and agencies. AICP members work on film, video, and digital ads. Their work accounts for over 80 percent of all nationally aired motion image ads, regardless of media platform. 

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Expert, Agency, Brand, Demand, Consumer Behavior The Continuum Expert, Agency, Brand, Demand, Consumer Behavior The Continuum

Move Over Millennials – Gen Z and Gen Alpha Are The Next Dominant Consumer Group, and They’re Here to Stay.

Gen Z and Gen Alpha have quickly emerged as the new dominant consumer groups. Raised in a digital-first environment, where technology is woven into nearly every aspect of their daily lives, both generations have redefined the ways brands communicate and engage with their consumers, with authenticity, personalization, and interactivity becoming non-negotiable expectations. Gone are the days when traditional marketing was enough to drive engagement – today’s brands must create dynamic, innovative, and purpose-driven experiences that resonate with the values and interests of these generations to truly capture their attention and stay ahead of fast-moving trends.With this year’s Big Game in the rearview mirror, we spoke with several industry leaders to get their take on the evolving Super Bowl landscape. Specifically, we asked whether they believe brands are getting their money’s worth, what factors make this high-profile investment truly valuable, and whether the steep cost of a Super Bowl ad is justified in today’s media environment. We also encouraged leaders to reflect on this year’s stand-out ads and why these spots resonated with them.

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