The Digest: Fairfield County Marketing & Media Pros

Local insights, global trends, new opportunities.

Author

Shawn Kallet
November 17, 2025

Welcome to this week’s edition of The Digest for Fairfield County Marketing & Media Pros.

It's been a brutal few months for Hollywood movie studios. An eye-opening New York Times report this week highlights a stunning stat: 25 major movies, 0 hits. The traditional pipeline for dramas and comedies, and the stars that power them, seems fundamentally broken. I can tell you personally from conversations with producers and creative friends that everyone feels this impact. Roles and companies are gone. People are looking for second careers. There is no going back.

So, where are the audiences (and the advertisers) going?

Look no further than this week's Hollywood Reporter story on YouTube. While Hollywood studios struggle, YouTube is supporting its own creator-led, late-night-style show. The purpose isn't just to get views; it's a strategic move to resemble traditional TV and attract the massive ad dollars still invested with Madison Avenue.

It's a fascinating moment, and it perfectly reinforces a key insight from Vinny Rinaldi, Hershey’s VP of Consumer Connections, who wrote an article on LinkedIn this week: the future is "content-first, not targeting-first." The algorithm doesn't see your audience slide; it sees your content. Hollywood's theatrical content is falling short, while YouTube's creator-led content is winning attention and ad dollars.

You can see the pressure this is putting on other media giants in the AdAge report on Paramount. In a telling move, Paramount is requiring its new agencies, Publicis and IPG, to commit not only to buying media but also to actively selling Paramount's ad inventory to their other clients. It's a hardball tactic forced by this new landscape.

This evolution of content and distribution isn't just an abstract media story; it has tangible local consequences. This week, Edgewell announced the closure of the Milford Schick plant, which will impact 293 jobs. This is a direct ripple effect from a decade of market disruption by DTC brands that were built on the very platforms (YouTube, podcasts) that are now the new establishment.

It’s no surprise, then, that the new jobs in our area reflect this shift. We're seeing roles like a "Senior Creative Operations and AI Enablement" specialist at EY, a "Global Head of Digital Marketing & Content" at FactSet, and a "Digital Video Producer" at NBCU. The opportunities are in building this new model.

It all ties together, making this week's "Shaping CT's Future" event on November 19th feel even more relevant.

That’s it for this week. Enjoying this newsletter? Please feel free to share with others and let me know your thoughts.

Top Stories

25 Movies, Many Stars, 0 Hits: Hollywood Falls to New Lows

It has been a brutal three months for dramas and comedies.

www.nytimes.com/2025/11/14/business/media/box-office-collapse-hollywood.html

Why Does YouTube Need Its Own Late-Night Show? Advertisers Are Stampeding to Its Platform

As part of a slew of creator-led programming aimed at Madison Avenue, the Julian Shapiro-Barnum-hosted late-night show 'Outside Tonight' was unveiled as weekly series set in New York City parks and on the streets.

www.hollywoodreporter.com/business/digital/youtube-late-night-comedy-slate-event-1236427188

Paramount Skydance execs say Publicis and IPG have ‘ad sales’ roles with new media account

Paramount Skydance executives David Ellison and Jeff Shell told investors that their new media agencies, Publicis Groupe and Interpublic, are committed not just to buying media but also selling more Paramount inventory to their other clients.

adage.com/agencies/media-agencies/aa-paramount-publicis-ipg-omnicom-incremental-deal/#

Fairfield County Spotlight

'You have to build trust': How M&T Bank rebuilt its reputation in Connecticut

After being criticized for layoffs and customer-service problems, M&T Bank is garnering praise for new initiatives.

www.stamfordadvocate.com/business/article/m-t-bank-jobs-branches-bridgeport-ct-rene-jones-21118489.php

Edgewell to close Milford Schick plant, cut 293 jobs as part of broad restructuring

Edgewell said the 10 Leighton Road facility will close permanently by Dec. 31, 2027, with the first round of layoffs expected in March.

hartfordbusiness.com/article/edgewell-to-close-milford-schick-plant-cut-293-jobs-as-part-of-broad-restructuring

Insights

The Future of Marketing Is Content-First — Not Targeting-First

For all the talk about data, identity, and precision, one truth keeps resurfacing in every effectiveness study: The algorithm doesn’t see your audience slide. It sees your content.

www.linkedin.com/pulse/future-marketing-content-first-targeting-first-vinny-rinaldi-k3ile

Want to build a sustainable local newsroom? These 21 steps will help you get there, a new report finds

“Having dedicated staff to generate revenue was transformational to an organization’s chances of sustainability.”

www.niemanlab.org/2025/11/want-to-build-a-sustainable-local-newsroom-these-21-steps-will-help-you-get-there-a-new-report-finds

How to build brands that both humans and machines can trust

AI has become the new gatekeeper of discovery. To win in 2025, brands must appeal to both audiences: the people who buy and the systems that recommend. Experts from The Drum’s community share how to make brand measurable again.

www.thedrum.com/news/how-to-build-brands-that-both-humans-and-machines-can-trust

Events

Shaping CT's Future: Drive To ‘35 | Shaping CT's Future

If you were to look 10 years into the future, what does the state of Connecticut look like?

November 19, 2025 | 2:00 – 6:00 PM Location: CoCreate 47 John St, Stamford, CT 06902

shapingctsfuture.com/upcoming-event

Local Jobs

Brand Manager, New to World Brand | Next Century Spirits | Remote

Brand Manager-Splash | Primo Brands | Stamford

What’s Next?

This digest is a starting point. The goal is to build a community of senior marketing and media professionals in Fairfield County. If you have news to share, a campaign to highlight, job opportunities, or an event to promote, please email me at [email protected] 

Best,

Shawn

Reply

or to participate.