- The Digest: Fairfield County Marketing & Media Pros
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- The Digest: Fairfield County Marketing & Media Pros
The Digest: Fairfield County Marketing & Media Pros
Local insights, global trends, new opportunities.
Shawn Kallet
December 01, 2025
Welcome to this week’s edition of The Digest.
First, a quick local update: If you’re around this Friday (12/5), I hope you’ll join us for Holiday Office Hours at Third Place by Half Full.
We’re trying something different this year. No formal happy hour, just co-working and networking. We are also supporting the Jewish Family Services of Greenwich holiday gift drive. Purchase a gift from the JFS Amazon Wish List, show us your receipt, and your first beer or coffee is on us.
On to the industry news.
I caught Axios’ coverage of YouTube’s "Creator Premiere Event" this week. As someone who has pitched YouTube to advertisers for 15 years, I think it’s smart for them to highlight creators beyond MrBeast. However, the industry’s obsession with comparing YouTube to the TV Upfronts misses the mark.
The Upfronts were born in the 1950s out of scarcity. Auto manufacturers needed to lock in airtime on the three big networks to sell cars in the fall. That scarcity drove bidding wars and defined "premium" TV for decades.
YouTube is the opposite. It has no scarcity. You can buy media efficiently using Google’s programmatic stack without ever speaking to a human.
So, why the event? YouTube is fighting the perception that its content isn't "premium." I take a different stance: Premium is in the eye of the beholder. To a Gen Z consumer, full-screen vertical video on a phone is often more premium—and relevant—than a scripted drama on cable.
My bet on the future of media isn't about fitting into old TV models. It's about brand-funded, creator-led media strategies. The tools are free. The distribution is instant. The only question left is: what stories will you tell?
That’s it for this week. Enjoying this newsletter? Please feel free to share with others and let me know your thoughts.
Top Stories
Fairfield County Spotlight
Insights
Events
Local Jobs
***NEW*** Manager, Shopper Marketing - Retail | Curaleaf | Stamford
***NEW*** Director, Category Management | Primo Brands | Stamford
***NEW*** Digital Media Manager | Stokke | Stamford
***NEW*** Senior Director, Partnership Marketing | TKO | Stamford
***NEW*** Director, Site Experience/Merchandising | Vineyard Vines | Stamford
Vice President Revenue Growth | Reed’s Inc. | Norwalk (hybrid)
Senior Vice President, Marketing - Bookit.com | Superlogic | Norwalk (hybrid)
Studio+ Marketing, Senior Creative Operations and AI Enablement | EY | Stamford (remote)
Brand Manager, New to World Brand | Next Century Spirits | Remote
Director, Portfolio Commercialization - Cuisanart | Conair | Stamford
Brand Manager-Splash | Primo Brands | Stamford
Vice President, Institutional Consulting Solutions Marketing | Morgan Stanley | Purchase
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
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