Adds Nick Tomnay, Inks Deal For U.S. Representation With Pablo Mari, Eliane Katz
By Robert Goldrich
NEW YORK --Wild(child) Post, New York, has infused its roster with an international feel, securing editor Nick Tomnay, who hails from Australia, and wrapping a deal for U.S. representation for two leading Argentina-based cutters, Pablo Mari and Eliane Katz. Additionally, wild(child) has taken on East Coast representation for editor Jaime Valdueza of Module Zero Media in Venice, Calif.
Tomnay comes over to the New York boutique from GoodOil, a Sydney house. He has cut spots for such brands as McDonald’s, Travelodge and Lucky Strike. Tomnay said his editing style has been described by some as “punk rock.” While his work is diverse spanning action, comedy, drama and suspense, Tomnay acknowledged that the “punk” description “makes sense–it’s a bang! style that come out of me. I’m fortunate because that’s a very good fit for commercials. It’s editing that’s arresting, emotional and is going to make sure you notice what’s on the screen.”
Meanwhile, wild(child) is also experiencing an infusion of talent from Buenos Aires. The company is not only gaining exclusive stateside representation for Mari and Katz but also a foothold in a fast growing creative Argentinian market.
“We are going global,” related editor Yvette Pineyro, president of wild(child). “The style of Argentinean creative is simply fantastic, emerging as a vibrant force in post. Pablo and Eliane are two extremely talented people who deserve to reach a wider market, and wild(child) is glad to be spearheading the contributions they will bring to the U.S. market.”
Mari–whose spot clientele includes Coca-Cola, Knorr and Sedal, the latter two being Unilever products–is credited with being the first freelance editor to bring an Avid system to Argentina back in 1992. He has edited numerous ad campaigns and films and is known for work that’s been characterized as sexy, contemporary and dramatically charged.
Additionally, Mari and Flame artist Mariano Santilli–who is also aligned with wild(child)–are a leading post/visual effects team in Argentina, catering to both English- and Spanish-speaking markets.
Editor Katz’s reputation is in blending classic storytelling with new techniques. Her credits include the Clio-winning Renault “Scarecrow” spot, as well as campaigns for Coca-Cola, Visa and Rexona, among others.
Also adept at English and Spanish language market campaigns is Valdueza, whose editorial prowess is complemented by his knowledge of visual effects and motion graphics. Via his Module Zero Media on the West Coast, he has cut for clients that include Ford, Chevrolet, MasterCard and Budweiser. A native of Madrid, he moved to Los Angeles to study film, eventually establishing himself as editor.
Google Witness At Antitrust Trial Says Government Underestimates Competition For Online Advertising
Federal regulators who say Google holds an illegal monopoly over the technology that matches online advertisers to publishers are vastly underestimating the competition the tech giant faces, an expert hired by Google testified Thursday.
Mark Israel, an economist who prepared an expert report on Google's behalf, said the government's claims that Google holds a monopoly over advertising technology are improperly focused on a narrow market the government defines as "open web display advertising," essentially the rectangular ads that appear on the top and along the right hand side of a web page when a consumer browses the web on a desktop computer.
But the government's case fails to account for a variety of competition that occurs beyond those rectangular boxes, Israel said. In the real world, advertisers have dramatically shifted where they spend money to social media companies like Facebook and TikTok, and online retailers like Amazon.
When you account for all online display advertising, not just the narrow segment defined by the government's case, Google gets just 10% of the U.S. market share as of 2022, he said. That's down from roughly 15% a decade ago.
In addition, advertisers have moved away from placing their ads on the screens of desktop and laptop computers where Google is alleged to control the market, with money migrating to ads placed on apps and mobile device screens. Israel cited marketing data showing display ad spending on desktop and laptop devices has decreased from 71% in 2013 to 17% in 2022.
The government's case "seems to miss where the competition is today," Israel said.
His testimony comes as Google wraps up its defense in the third week of an antitrust trial that began earlier this month in Alexandria,... Read More