Media Majesties!
There is only one thing in the world worse than being talked about, and that is not being talked about.”ThisthoughtbythegreatauthorOscarWilderingstruewhenitcomesto leadershipintheadvertisingandmediaindustry.Asbrandawarenesshasbecome instrumentalwhilegrowingbusinesses,agreatmediastrategythatshowcasespluspointsofthe brandandtalksabouttheadvantageoussideofrespectivebusinesseshasstartedgaining importance.Suchmasterplansthatbuildthebrandandanetworkofcustomers,companies, services,andfeedbackcanrarelybecarriedoutwithoutappropriateleadership.
Alongwiththetraditionalmethodsofmediausage,companiestodayhaveadoptednewmethods thatuseArtificialIntelligence,virtualreality,dataanalytics,andmuchmore.Digitalmarketing, astheynamedit,isevolvingwithnewtoolsemerginginthemediasector.Cateringtothesenew requirementsandtrendsinthemarket,leadershavealsoembracedthechangeswiththehelpof vastknowledgeandconsiderableexperienceintheirrespectivefields.
Medialeadershipisinaclassbyitselfasvariousleadersdirectingorganizationshavetheskillsto reshapetheirworldwithspontaneityandbravery Withanewdaycoming,emergenew technologiesandadvancedtoolsthatmightcreateambiguoussituationsforleaders.However, brilliantpersonalitieswiththeirproficientexpertise,visionaryapproach,andinnovativewayscan wintheheartsofmany.Insearchofbusinesstycoonswhohaveimpactedthemediasector,our latestissueshedssomelightondistinguishedmedialeaders.Theyhavesignificantlychangedthe mediaindustryaswellasbecomecrucialsuccesselementsintheirfields.
Onthecoverpage,wehavefeaturedAntsLusti Withmorethan20yearsofexperienceinthe marketingandservicesfield,Antsleadswithavisionaryapproachtotheindustry.Moreover,he spearheadsastheCEOofIdentityandputshisprofuseexpertiseonthetabletopilotthe companytogreatheights.Elsewhereinthemagazine,wehavefeaturedCarsonBarker,Tetsuya Tani,MichelleGilliam,andWarrenPickett.Theseleadershavealsoproficientlyhelpedtheir businessestobeatthetopoftheindustry.Themagazinealsohasinterestingarticlessuchas CassetteCultureandInternetAdRevolution.
Have an interesting read!
Prajakta Zurale Project EditorMANAGING
EDITOR-IN-CHIEF PRAJAKTA
PROJECT
CREATIVE
POONAM
GRAPHIC
KIRAN
AAKASH
RESEARCH
JAMES
ADVERTISING
MARIA
C Ants Lusti
Cassette Culture 26 ARTICLES
ANTS LUSTI ANTS LUSTI
CONCEPTUALIZING INNOVATION AND LEADERSHIP ATTRIBUTES IN MEDIA
DDrivenbytechnology,thefuture ofmediaisforecastedto inculcateseveraldigital trends,includingcutting-edge strategieslikeartificialintelligenceand virtualreality.Theserapidinculcations ofdigitaltrendshavesurgedthe requirementfordynamicleaderswho possessavastunderstandingandindepthknowledgeofthetechnicalas wellaspersonnelaspectsofthetrends. Currently,variousindustryleadersare advancinginthemediaindustrywith theirproficientexpertiseintheir concernedsegmentofmedia.Onesuch prominentexampleofdynamicmedia leadershipisdemonstratedbyAnts Lusti.
LeveragingaWaywithWords
Withmorethan20yearsofexperience inthemarketingandservicesfield, Antsleadswithavisionaryapproachto theindustry.Althoughalaurelled medialeader,Ants’participationinthe
“In my wildest dreams, I see Identity as a worldwide selfconducting agency with a unique concept and value proposition that assembles thousands of talents all over the world.”
mediaindustrywascoincidental.He wasinvitedforaphotoshootasa model,asheneededanadditional incomeduringthattime.Owingtohis abilitytohaveawaywithwords,Ants receivedaproposaltobecomea projectmanager(besidesbeinga model)forashippingcompany’s catalog.
Afterhisgraduationfromthetheatre schoolofTallinnUniversity,Antswas workingasanactorinVATtheatre. Duringthattime,theoldpolitical regimewascollapsingandthenew, RepublicofEstonia,wasrisingfrom thedust.ForAntsandhisfamily, copingupwiththethen-present scenariowasatoughchallenge. Shortlyaftertheconflicts,heleftto studyDiplomacyandInternational relations.
Afterayearofgraduation,hereceived anofferfromthelocalGreyoffice, whichhedidnotwanttorefuse.He
O V E R S T O R
foundhimselfagaininthemodern creativeandmediaindustry,followed self-improvementinFinnishMarketing InstituteaswellasanExecutiveMBA gradeinEstonianBusinessSchool. Today,AntsspearheadsastheCEOof Identityandputshisprofuseexpertise onthetabletopilotthecompanyto greatheights.
DevelopingHighlyProfessional Strategies
Identitywascreatedwithanambition tocreateanew,highlyprofessional strategicbrandinganddesignniche. Thecompanycombinesstrategy development,servicedesign,and productdevelopmentwithvalue innovationandstrategicbranding, usingoutstandinggraphicdesignand integratingspecialmediasolutionsand operations.Withyearsofexperience, Identitydeliversresultswithareal impacttomakethingshappen.Its impactfulservicesandsolutionshave earneditrecognitiononlocalaswell asinternationallevels—boostingits credibilityasareliablepartner.
Identitycombinesastrategic-holistic approach(alongwithitsown methodology,awidecombinationof designdisciplinesandtools)with outstandingcreativeoutputtomake strategicvisiontangible.Witha compactyetmightyteamof professionals,thecompanysucceedsin makingabiginfluencewithits offerings.Todate,thecompanyhas earnedvariousrecognitionsonlocalas wellasinternationallevels—makingit ahighlyreliablepartner
UnderstandingtheCruxof Culturism
Beingatthehelm,Antscatersto severalvitalaspectsofthecompany.In recentyears,hehasincreasingly focusedonservicedesigns,product development,andbusinessmodel consultations.Inadditiontothat,he ensuresdelegatinghisdutiesand responsibilitiesefficiently.Speakingof thestrategiesinvolvedindoingso,he adds: “I think on a company level it is involving right people and inspiring them, helping to find the right path and realizing it. On the client's project-
“We combine strategicholistic approach, own methodology, wide combination of design disciplines & tools with outstanding creative output, making strategic vision tangible.”
level, it is defining and implementing the right strategy.”
Astheleader,Antsalsoensuresmaintainingintact motivationandproductivityintheworkspace.In thismatter,heis‘self-confidently’positive.He believesthattheculturemustsupportpeople’s ambitionsandself-actualizationsothatthecontrol isintheirhands.Additionally,everyindividual mustdelivertheirmaximuminacooperative frameworkandtherearenolimitstowhethera personwantstogrowverticallyorhorizontally.He adds, “Talents have to see Identity as a possibility for self-realization.”
FragmentationofMediaLandscape
“Fragmentation of the media landscape continues, on-the-go and on-demand media channels grow and may divide the whole media landscape generations,” addsAnts.Hefurthercontinuesthat digitalizationactivelyimpactshowmediais producedandconsumed.Withthatsaid,every individualisgoingtohavetheirownmedia channel(s)—however,thequestionaboutwhois interestedtoconsumeitispersistent.Inadditionto that,thepandemichashighlightedandintensified structuralinequalities.
Amidthis,people’sexpectationsaregrowingfor brandstotakeamorenuancedapproachto diversityandinclusion.Antsremarksthattobe trulyrepresentativeoneneedstounderstandthe
variousidentitiesthatmattertopeople inthemarketandgethyper-localwith theirefforts.
VastInfluenceofDigitalization
Remarkingontheinfluenceof digitalizationonthemediaindustry, AntsassertsthatDigitalizationcanbe definedasthemassadoptionof internet-connecteddigitaltechnologies andapplicationsbyconsumers, enterprisesandgovernments.He furtherdescribesitasaglobal phenomenonthathasaffectedevery industryandnearlyeveryconsumerin theworldandhaschangedtheway informationisproducedandgathered.
Antsfurtherenunciateshow digitalizationhaschangedtheway informationisproducedandgathered. Informationflowsveryfast,allowing everyonetobecomeachannelowner andnewsanchor.However,the backgroundfakenewshascreatedan untrustedmediaenvironmentinthe presenttimeandhasresultedinthe dilutionofauthenticity
Winner’sRecipeinModernMedia Competition
Speakingoftheauthenticflowof information,especiallyonsocialmedia platforms,Antsremarksthatsocial mediaseemstoholdawinner'srecipe inthemodernmediacompetition. However,itoftenfacesbacklashesand suffersfromnotbeingtrusted. Althoughsocialmediagrowsinterms ofpopularityorusernumbers, traditionalmediachannels,especially thestate-ownedones,gainanaudience throughreliability.
Citinganexampleofatravel encounter,Antsaddshowvariousnews channelsprovideatotallydifferent pictureofaconflict.Heconsidersita dangerousthingsincedifferentangles toaneventresultinvariedopinions andcreatesroomfordifferingvalues
andabasisforfurtherconfrontations.
“ThereisnooneComprehensive Leader”
Beingarecognizedleader,Ants ensuresinspiringhispeersbycreating amotivatingenvironment.Hebelieves thateveryleadermustdelivertheirbest andcontinueinspiringotherssince everyleaderisperceivedasahero. Thereisnoonecomprehensiveleader
Everyindividualisaninspiringleader intheirownwaytocombine wholeness.Toconclude,Antsbelieves thattherecipeistocreatean environmentandculturethatoperates byitself,withoutexclusiverights, chainofcommandand superintendence.
“Think, the recipe is to create an environment and culture that operates by itself, without exclusive rights, chain of command and superintendence.”
Icaro Connect
Management-CarsonBarker(FounderandCEo)
URL-www.icaroconnect.com
Founded-2019
Description-IcaroConnectisapremiermarketing, advertising,designandresourceagencyspecifically dedicatedtothepsychedelicmedicalcommunity.
Identity
Management-AntsLusti(CEO)
URL-www.identity.ee
Founded-2002
Description-Identitycombinesstrategydevelopment, servicedesign,andproductdevelopmentwithvalue innovationandstrategicbranding,usingoutstanding graphicdesignandintegratingspecialmediasolutions andoperations
J Public Relations
Management-HannahGardiner(VicePresident)
URL-www.jpublicrelations.com
Founded-2005
Description-J/PRisaninternationalluxuryPR, influencerrelations,andsocialmediaagencyspecializing inhospitality,travel,destinationtourismandluxury lifestylebrands
Kyodo PR
Management- TetsuyaTani(CEO)
URL-www.kyodo-pr.com
Founded-1964
Description-ItistheleadingPRagencyinJapanthat helpsclientsplanpublicrelationsandintegraterd communicationprograms
Multiplied
Management-BenjaminNoble(OwnerandCEO)
URL-www.multiplied.io
Founded-1964
Description-Multiplieddelivershighly-effective, performance-drivenmarketingserviceswith uncompromisingattentiontodetail.
OH Partners
Management-ScottHarkey (Co-founder&ManagingPartner)
URL-www.ohpartners.com
Founded-2016
Description-OH Partnersisafull-servicenational advertisingagencyandavirtualsuperstoreofservices, grabbingnationalattentionforworkinresearch, strategy,creative,branding,mediaplanningandbuying, digital,publicrelations,andsocialmedia
Point Taken Communications
Management-MichelleGilliam(Founder&President)
URL-www.pointtakenpr.com
Founded-2013
Description-PointTakenCommunicationsisafullserviceagencybuilttohelpcorporations,medium-sized businesses,smallbusinessesandnonprofitspromotetheir products,servicesandmissiontodrivemoredollarsand donations
W2O Group
Management-KelleyKaufman(ManagingDirector)
URL-www.w2ogroup.com
Founded-2001
Description-W2Oisthehealthcaremarketingand communicationspowerhousefoundedbyJimWeiss focusingondigitization,consumerizationandvaluebasedcare
Carson Barker
A Veteran Exploring the Potentials of Psychedelics Medication
TThemediaindustryisadynamic
sectorthathaswitnesseda plethoraofchangesoverthe pastfewdecades.Theadvancementsin technology,emergenceofnewdigital platforms,changingcustomer preferences,etc.havefueledthese changes.TheCOVID-19pandemic,in particular,hassignificantly transformedthemediaindustryover thepastcoupleofyears.Businesses andindividualsareworkingremotely anddigestingmediastrictlyonline throughmobiledevicesatasignificant rate.
Thesechangeshavebroughtamyriad ofopportunitiesaswellaschallenges forcompaniesinthemediaindustry. Hence,theroleofleadershipinthe mediasectortodayhasbecomevital. Intherigorouslycompetitivemedia industry,leaderslikeCarsonBarker
(FounderandCEOofIcaroConnect andAppspire.me)havesetaprime exampleofardentandvisionary leadership.Carsonisadecorated leaderwhohasbeenleveraginghis avidexperienceintheindustrytosteer thecompanytowardsunprecedented growth.
BackingtheInstincts
CarsoncompletedhisBachelor’sin JournalismfromSt.Edward’s University,andhehasamaster's degreeinRhetoricand Composition/WritingStudies.Carson workedforseveralcompanieswhere heplayeddifferentrolessuchasa reporter,marketingwriter,content writer,socialmediastrategist,etc.
Carson’smotivationtostepintothe mediaindustrycamein2008whenhe
waspursuinghismaster’sdegree.He recognizedhowsocialmedia marketing,apps,andonlinemarketing wereabouttobethenextbigwave. “My instincts told me that this new frontier of marketing and advertising would have the ability to drive targeted results to a finite point, and build personal relationships between consumers and businesses,” heasserts.
Motivationbehindthe Establishment
Throughnetworkinginvarious internationalmedicalindustries, Carsonandhispartnerrealizedthe importanceandpotentialof psychedelicplantmedication.The primarybenefitstheynoticedwerethe data-provenpositiveoutcomesof psychedelicsmedicationover traditionalpharmaceuticals,the
extensivescientificandgovernment supportedresearch,andthepassionate advocacyofthedoctorsandpatients. Then,theynoticedthe problem—doctors,clinics,and manufacturerswereonlyconnecting withalimitedpercentageoftheir potentialclients.Thus,IcaroConnect wasestablishedin2019.
BouquetofLeading-edgeServices
IcaroConnectisapremiermarketing, advertising,design,andresource agencythatisspecificallydedicatedto thepsychedelicmedicinecommunity Itconnectsclinicsanddoctorswith patients,manufacturerswithindustry leaders,andknowledgeofthe psychedelicmedicinepossibilitiesto thepublic.
TheprimaryserviceofferedbyIcaro
ConnectisBusinessGrowth Lifecycles.Thecompanyanalyzesa client'sbusinesspotentialandclient base,andstrategizesaplanon connectingwiththatpotential.Someof theotherservicesprovidedbythe companyinclude,
MarketingandAdvertising:Icaro Ÿ Connectiscommittedtohelpits clientsgrowtheircommunitiesand engagementfromroottoleaf. Leveragingforward-thinking strategiesanddata-drivenresearch, thecompanyprovidespassionate workincludingBrandStrategy& Messaging,Marketing Communications,DigitalMedia, andBrandStewardship.
SocialMediaMarketing:Icaro Ÿ ConnectprovidesthehighestqualityFacebook,Instagram,
TikTok,andYouTubeMarketing servicestoassisttheirclientswith navigatingthroughthelegalities andrestrictionsofpharmaceutical plantmedicinemarketing.
WebDesign:IcaroConnectensures Ÿ thattheclient’swebsitematches theirbusinessimageandgoalsto helpthemstandoutfromthe competitors.Itcreatessmooth designsfreeofclutter,perfectly balancingemptyspaceandcontent.
BrandingServices:Similartoweb Ÿ design,IcaroConnecthelps buildingandenhancingtheclients’ brandimagewithitsbespoke brandingservices.Theseservices includecreativebranddesign, designconsistency,andmultiplatformbranding.
VideoProduction:IcaroConnect Ÿ hasanaward-winningvideo team—camera,lighting,directing, etc.thatusesthebestequipmentto producehighqualityvideos.Its teamcanalsoexpertlyeditvideos foranoverallhighquality,smooth look.
ContentCreation:Exploringthe Ÿ differentpotentialsofoutreach, IcaroConnectcreatescontentthat drivescommunityengagement.
ARobustTeam
Despitethetechnological advancementsandinnovations,thereis stillatonofdata,science,and evidencethatisnotknownpublicly.As theCEOofIcaroConnect,Carson’s primaryroleisspreadingawareness aboutthisuntappeddata.Hemanages anaward-winningdesignandvideo team,award-winningPRteam,andthe bestmanagement.“Our team members are excited enough on their own about this new industry and its potential to heal worldwide communities,” adds Carson.
NavigatingtheChange
Withthelegalitiesofpsychedelicplant medicineonthecuspofchange,
Carsonandhisteamareonthe forefrontofInthepastfewyears,the COVID-19pandemicaswellasonline privacyrightsconundrumhas disruptedtheinternetasawhole. “Online privacy rights have shaken up the social media and internet information sharing industry for all the right reasons,” mentionsCarson.As socialmediacontinuestodominatethe industryforleadershipthroughtrends andupdates,Carsonadds, “Authenticity and transparency all lies within your messaging and image, and all these things are important now more than ever.”
AWorldlyPerspective
CarsonandIcaroConnectbelievein workingwithclientswhohavea worldlyperspective.“At the end of the day, we do more than generate sales, crowd growth, and fanbase interaction; our clients are doing positive work for the world as a whole,” mentions Carson.Besidespsychedelic medicationindustry,IcaroConnect’s clienteleincludeslocalcivilrights offices,TVNetworksfordisabled communities,andotherbrandsthat inspiremotivationandpositivity.
“Look ahead to what will be happening 5, 10, and 20 years from now, because more than likely it will be starting tomorrow.”