Variety names Bosetti and Klein to Power 25 as TV and streaming divide ad plans

Maureen Bosetti and Katie Klein, the executives who direct advertising spending at IPG Mediabrands and Omnicom Media Group, have been named to Variety's Power 25 Marketers and Advertisers list.

The list, published on 2 October 2026, places the two chief investment officers, the people who decide where client budgets go, among the most influential buyers in the business, according to Variety.

Variety also reported that Interpublic and Omnicom, the respective parent companies associated with Bosetti and Klein, have joined. The note puts the two buyers on the same corporate side of a changing market.

Bosetti told Variety that winning attention starts with focus. Gaining engagement requires a clear audience strategy, distinct creative messaging, creative made to fit each platform and a strong relationship with the customer.

Klein pointed to a wider mix. She said mass reach is still powerful, but brands must now build influence through culture, local relevance, commerce and the next generation of search and discovery.

On television, Bosetti drew a line between screens. She said each channel has a different role to play in a video strategy when evaluating streaming video against traditional TV.

Klein argued the two should work together to maximise effectiveness. Linear TV, meaning traditional live channels, quickly builds reach especially in sports and live tentpoles, the big live events that pull large crowds at once. Streaming video then adds incrementality, meaning extra audience beyond that TV base, plus precision and creative relevance.

For viewers at home, this means the breaks around a drama, a match or a livestream are planned as one system. Reach alone is not enough. The message has to land in the right place.