‘Big agencies are more mechanical’: Why Popchips is trading its big agency for a small one

‘Big agencies are more mechanical’: Why Popchips is trading its big agency for a small one

Popchips’ media business used to be handled by Palisades, one of the larger media agencies in Los Angeles with $350 million a year in revenue and clients such as Netflix, Vizio, and Pacific Life. On June 1, Popchips plans to announce that its new agency of record will be PK4 Media, a privately held agency of 10 employees with KitchenAid, American Media Inc. and Discovery Channel as clients.

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Travel Tricks Every Entrepreneur Needs To Know

Travel Tricks Every Entrepreneur Needs To Know

I have always spent extensive time traveling for business over the past 15 years.  Even prior to starting PK4 Media, I ran national sales teams with five U.S. offices and our parent company was based in the United Kingdom.

Since launching PK4 Media in 2009, I have spent at least one week per month on the road.  In the process, I have learned every travel trick in the book to help make the trip comfortable and successful.

For many entrepreneurs, business travel can be stressful, expensive, and cause problems to the company’s bottom line if missteps are made.

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PK4 Media Named Media Agency of Record by Hopper Bus

PK4 Media Named Media Agency of Record by Hopper Bus

Hopper Bus Will Utilize PK4’s Proprietary Omni-Channel Platform to Launch New Service in San Diego and Reach Travelers Nationwide

PK4 Media, an 18-time award-winning Omni-Channel media company, has been named the agency of record for the Hopper Bus San Diego. The company is launching a new service on April 9 that offers world-class guided tours on luxury double-decker buses in the San Diego Area.

Through this partnership, The Hopper Bus will utilize PK4 Media’s proprietary Omni-Channel Platform to manage display, video, social, and search for the brands launch campaign. The campaign will generate awareness for this new, best-in-class service in San Diego and additional feeder markets for travelers across the country.

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The 20% Rule: The Guiding Principle For Startups

The 20% Rule: The Guiding Principle For Startups

Back in 2009, I was about to quit my job to launch PK4 Media and like most entrepreneurs I sought advice.  I grew up in Silicon Valley and was fortuitous enough to chat with several high-profile pioneers in the technology industry who told me about the 80/20 rule.

The Pareto Principle suggests that 20% of my efforts would produce 80% of my results and I must remain focused on high ROI activities and avoid distractions.

This was very sound advice that helped PK4 Media become the advertising industry’s first omni-channel media company.  As we approach our 10-year anniversary – including three acquisitions – aspiring entrepreneurs now seek my advice, which, aside from making me feel old, I am humbled to give.

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The Ingredients Of Success: How El Bulli Chef Ferran Adria Shaped My Company

The Ingredients Of Success: How El Bulli Chef Ferran Adria Shaped My Company

As an entrepreneur who founded the advertising industry’s first Omni-Channel media company, I often get asked how I got my business off the ground.

While there are many factors that lead to success, one reason is not related to advertising at all.  Like everyone else these days, I am a foodie seeking the ideal culinary experience from Michelin star rated restaurants and chefs.

In the summer of 2002, a sequence of fortuitous events allowed me to be the only non-chef to ever work in Chef Ferran Adria kitchen at El Bulli.

Most people do not realize that a world-class Chef is also an entrepreneur, owner and CEO.  Working at the chef’s table in El Bulli allowed me to learn from one of the best CEOs in the world.

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Super Bowl: Why $5 Million for 30 Seconds May No Longer Make Sense

Super Bowl: Why $5 Million for 30 Seconds May No Longer Make Sense

In a world with an ever-growing number of touchpoints, does spending $5 million for 30 seconds still make sense?

Back in 2011, a handful of brands began to pre-promote their Super Bowl television spots on digital and social media. It was an unprecedented concept to “build buzz” in the lead up to the game. The groundbreaking tactic received national coverage in the New York Times. Companies such as Best Buy, Coca-Cola, and Mercedes-Benz realized that if they were paying $2.8 million for 30-seconds of TV time – or approximately $100,000 per second – that they needed to maximize return on investment by leveraging platforms like Facebook and Twitter.

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Digiday Video Awards Names PK4 Media Finalist for "Best Video Ad Tech Innovation"

Digiday Video Awards Names PK4 Media Finalist for "Best Video Ad Tech Innovation"

PK4 Media has been named a finalist by Digiday Video Awards in the "Best Video Ad Tech Innovation" category.

PK4 was selected for introducing TruEngage, the first customizable technology that creates interactive overlays on top of video pre-roll ads. PK4 is being recognized for the success of its TruEngage KitchenAid Mini-Mixer campaign. The campaign resulted in a 468% increase in brand lift for purchase intent measured by Nielsen.

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3 Digital Advertising Trends to Help Challenger Brands Become Champions in 2018

3 Digital Advertising Trends to Help Challenger Brands Become Champions in 2018

In 2017, Advertising Age reported that digital advertising spends surpassed TV for the first time. The explosion of digital – including its rapidly changing opportunities and challenges – will give challenger brands more than a puncher's chance to become champions in 2018.

Companies such as Coca-Cola, L'Oréal and Nike are the current heavyweight champions of their respective industries. Does that mean all other brands should concede and head home?

The answer is an emphatic no. Challenger brands that leverage cutting-edge advertising trends and technologies will be able to overcome deficits in infrastructure, budget and manpower on unprecedented levels in 2018.

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Knowing When To Exit: Why I Turned Down a $30 Million Offer

Knowing When To Exit: Why I Turned Down a $30 Million Offer

I launched PK4 Media eight years ago as the advertising industries first Omni-Channel media company.  Having worked in the industry for many years, I saw pain points and opportunities to solve them.

After several years, we became a multimillion dollar business. Our proprietary XPS technology was serving, monitoring and collecting data on ads across all platforms.  This was when everyone was focused on migrating from websites to mobile content.  We knew that the ability to provide a seamless customer journey across all platforms was the future.

I was not seeking an exit but had regularly received offers through the years of up to $30+ million to buy PK4 Media.  After some deliberation, I turned down those offers.

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PK4 Media, Inc. Named One Of The "Best Entrepreneurial Companies of America" By Entrepreneur Magazine's 2017 Entrepreneur360 List

PK4 Media, Inc. Named One Of The "Best Entrepreneurial Companies of America" By Entrepreneur Magazine's 2017 Entrepreneur360 List

PK4 Media, Inc. was recently recognized as one of the "Best Entrepreneurial Companies in America" by Entrepreneur magazine's Entrepreneur360™ List, a premier study delivering the most comprehensive analysis of private companies in America. Based on this study forged by Entrepreneur, PK4 Media is recognized as a well-rounded company that has mastered a balance of impact, innovation, growth and leadership.

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