Senior Commercial Licensing Manager, EMEA, Loranc Sparsi Shares His Thoughts on the Growth of UGC in Europe

By Jukin Media on October 30, 2020

Over on the Northern Hemisphere, Loranc has been one of the key members helping to sustain and grow business for Jukin Media within EU markets. Today, we sat down with Loranc to see what he has to say about his experience within the industry and with Jukin.


Can you tell us a little bit about how your journey with Jukin has been and how you ended up here?

I joined Jukin with a single objective, to bring Jukin Media and it’s user-generated expertise to markets here in Europe.

I don’t think anyone could have quite foreseen the rise of user-generated video. If social media has ‘changed the landscape’, Snapchat and TikTok have certainly changed the language.

I’ve spent the past 12-years completely immersed in video. Specifically working with brands & agencies and media & entertainment companies either facilitating the use of, or producing content in-line with their content needs and overall objectives. 

So to me, it makes perfect sense that advertising and marketing is now a hybrid of entertainment and advertising.  


Since joining the team at Jukin, I have developed our commercial licensing business to better enable the utilization of our content and content services. If ‘social video’ is the new language that Gen-Z, millennials - ‘geneials’ and their parents are speaking fluently, then we’re here to help with the translation. Enabling brands and agencies to effectively communicate with their audiences in this new mother tongue. 


If your grandparents asked you what you do for work at Jukin Media, what would you tell them? (Please, spare no details).

Wow, they just would never be able to get their heads around what I do. My mum has always said, ‘I have no idea what you do’. So have a lot of my friends for that matter. Over the years my mum has become a bit more savvy. It helps that my youngest brother is a successful TikTok influencer in his own right so now she’s a little more immersed in our content world. I think she’s also solidly driving the tens of millions of views his content generates - she’s his number one fan! 


Could you share something you’ve learned about yourself during your time as a part of the company?

I’m not the kind of Millennial that can be swayed online or on social media. It’s of course because I’m so in-tune with how brands are targeting consumers but sadly there is no amount of advertising that incentivizes me to buy online. Don’t get me wrong, I appreciate the work and love observing and interacting with advertising and marketing but personally - I need to see it, touch it or try it on before I’ll buy it. Which of course currently means I rarely go shopping. It’s great for my bank account but sad for my wardrobe - but good for our struggling high streets I suppose. 


Jukin is a fun place to work, what are some of your favorite memories?

Jukin is a great place to work!! I know we all LOVE our annual summit. Once a year we all head to LA for a summit week which is a great chance to have some fun, cut loose with our colleagues and learn about all the new and exciting things our company is doing - whilst soaking up the LA sunshine!

My favorite memory though was using our newly hired SVP as a human shield during a pretty intense game of lazer-tag. I’m not embarrassed, Jon our CEO went for it just as much as I did. Although, I don’t think he had the foresight to use and of his employees as human shields. 


What are some of the common situations or misconceptions you deal with on a day to day basis?

The biggest misconception is that we’re a ‘stock library’. Yes we have a unique video catalogue of 55k clips but Jukin is first and foremost, a global media company. 

Jukin owns and operates a huge digital publishing, streaming, OTT, CTV, production and originals business.

Commanding a highly engaged, always-on, global audience of 210m fans. The content and programming drive in the region of 2bn organic interactions each month on social media alone - AND it’s all powered by UGC. So when we say, we speak this new social language, we’re not messing!  


Brands and agencies have had to be innovative in the way they reach consumers this year. What is a new trend in media and advertising that you're excited about?


I’m not sure if I would call it a trend but something that I am happy to see and really excited by, is the conscious effort to be more diverse, inclusive and representative. It’s a tough task that we as consumers are placing on brands but without a doubt they need to ensure their voice and platform is used to effect change in the world where possible. It's important that they use their capabilities and wealth derived from consumers, to do that.     


What’s the best career advice you’ve given to coworkers or other up-and-coming professionals?

It’s so cliche but maybe more relevant now more than ever before with all the new acronyms, abbreviations, classifications etc but, if you don’t understand something, ask. I am never embarrassed or annoyed if I or someone else asks for clarification, or to repeat myself/themselves...

It’s important that the person you are communicating with, sharing an idea or info with, or tasking someone with, clearly understands what you’re saying or asking of them. That’s the best way to avoid miscommunication and misinformation.


Similarly, don’t be afraid to take time to think about your answers. Sometimes we’re so quick to respond that we haven’t given ourselves the time to consider what is the best solution or response.

At Jukin we’re told to ‘Work Smarter Not Harder’, but ‘Be Focused’!