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Michele Donati on Why Open Beats Closed in Modern Media Planning
A conversation with Michele Donati, EVP, Chief of Futures of Horizon, on why Horizon is betting on an open ecosystem—Horizon OS and its labs—to bring best-in-class partners together, accelerate innovation, and drive smarter media investment across the full planning-to-optimization workflow.
Highlights:
Horizon OS decoded: why “open beats closed” for speed, flexibility, and partner-powered innovation
How Horizon Futures maps 65+ subcultures into actionable brand and audience strategy
The new live-event playbook: real-time hype → social reverb → cultural afterglow
Where LLMs actually change insight workflows (without replacing the human layer)
Why labs matter: de-risked experimentation for clients who want innovation without chaos
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By SightlyA conversation with Michele Donati, EVP, Chief of Futures of Horizon, on why Horizon is betting on an open ecosystem—Horizon OS and its labs—to bring best-in-class partners together, accelerate innovation, and drive smarter media investment across the full planning-to-optimization workflow.
Highlights:
Horizon OS decoded: why “open beats closed” for speed, flexibility, and partner-powered innovation
How Horizon Futures maps 65+ subcultures into actionable brand and audience strategy
The new live-event playbook: real-time hype → social reverb → cultural afterglow
Where LLMs actually change insight workflows (without replacing the human layer)
Why labs matter: de-risked experimentation for clients who want innovation without chaos