Entertainment Marketing Breakfast: Breaking the Mold
We create advertising and media for entertainment companies, but how much of it is actually... entertaining? At our 2018 Entertainment Breakfast, we discussed impactful, unexpected ways for entertainment businesses to connect with customers. #ThinkEntertainment
Thank you to our speakers, sponsors and attendees for exploring entertainment marketing with us:
How do we make marketing about people while using hypertargeting and insights-driven data?
How do we best capitalize on a marketing world where consumers are oversaturated with content?
What’s the right balance between art and science, the analytical and the creative?
So what did we learn after a morning of intelligent speaking and thought-provoking fireside chats? That there is no mold to break!
"Very informative, engaging, useful info and concise! Great!"
"One of the best panels ever for a ThinkLA event. The speakers were funny, engaging (so necessary at 8am), relevant, transparent with their thinking. "
"So insightful and entertaining!"
Keynote: Kevin Westcott (bio), Vice Chairman, Deloitte
Well we just did Entertainment Breakfast like a boss! We would to give a special thanks to our speakers, partners, and sponsors who helped us create such a wonderful agenda.
Creating brand engagement at scale is more difficult today than it has ever been; yet the opportunity has never been greater. Brands are turning to Hollywood storytellers to engage their audiences across platforms and devices. Networks are reshuffling their advertising mix. Social media companies are creating new advertising products. And the advent of data-driven solutions can help inform smarter choices, but further complicates the landscape. The challenge is to put it all together.
Amy Elkins, EVP Media and Marketing Innovation, STXfilms
Elizabeth Barrutia, Chief Executive Officer & Founder, BARU
Sam Bergen, Executive Creative Director, VICE Media
Greg Glenday, Global CRO, Head of Creative & Music Partnerships, Shazam
Takeaways from the Entertainment Marketing Breakfast
– Lynn Lester, TheDrum.com@lynnsweettweet
The general consensus of the morning's speakers was that social media influencers are now starting to pick up the pace in becoming marketers' choice for brand advocacy.
YouTubers have the authenticity and personal relationship with their fans, something a Hollywood actor can't offer brands. And the interesting point was made by Abbey Thomas, SVP, Buyer Platforms, Auto and Entertainment at Tremor Video who said that "Millennials can now mention more social influencers than stars on the Hollywood walk of fame."
If social influencers don't like or respect a brand then there is no hope of a successful marriage between the two. The word 'authenticity' cropped up time and time again as every speaker hammered home the point that if brands want to gain the respect from their target audience, they need to allow YouTube creators to have a heavy hand in co-creating the content in order for it to work.
According to Grace Helbig, creator and host of the YouTube channel 'it'sGrace,' the bottom line is that if the content is not genuine then the audience will see right through it.
But it's not all about achieving the big engagement numbers advised Zach Gallagher, EVP, director of digital strategy of Deutsch LA. Counting the number of likes doesn't really do it for me". Another piece of advice to marketers came from Jeetendr Sehdev, Professor of Marketing at the University of Southern California; "Brands need to be brave and tap into what people really are thinking deep down. Tap into them and induce behavioral change."
Posted By Administration,
Wednesday, November 4, 2015
On Tuesday, November 3rd,Troy Carter, CEO of Atom Factory, Aaron Luber, Head of Partnerships for Google Cardboard, and moderator Carlos Watson, Founder of Ozy, wowed attendees at ThinkLA's Trends Breakfast with insights and thought-provoking discussion around the future of marketing, entertainment and technology. Attendees went home with a Google VR headset.
Jason Yoong, event co-chair and Associate Media Director at UM Worldwide, provides his top-line takeaways from the breakfast:
Kids 7-12 will be early adopters of Virtual Reality, thanks to products like the Mattel VR View‑Master and Google Cardboard. 10 years from now those kids will be your core customers. Take note marketers!
Virtual Reality will revolutionize many industries including education. Teachers will be able to take their students on fieldtrips to the Taj Mahal, Eiffel Tower, the Great Wall of China, anywhere. Think about how brands can add value to that moment or help bring this to all classrooms.
Design is no longer a nice to have, it is a need to have.
The companies that will change the world (and the ones prime for investment) don't shift consumer behavior…they create new consumer behaviors.
What are the keys to success? HUSTLE and CURIOSITY.
Virtual Reality is on Day 1. This is the time to experiment.
Daily executive summaries of the latest news is not a "Millennial thing," informative + convenient content has no generational boundaries.
Posted By Administration,
Friday, July 17, 2015
Updated: Tuesday, July 14, 2015
The battle for your eyes, heart, and wallet is being waged. Negative trends - fragmentation in broadcast and cable TV viewing, declining domestic theatrical attendance, and a disappearing DVD market are being countered by new platforms and alternatives. Mobile viewing, OTT services, MCNs, apps, etc. are all fighting for consumer attention.
Here were the highlights from the breakfast:
Time Leake from RPA presented Cannes in 10 minutes
Amy Elkins from STX wants marketers to focus on the bigger picture and keeping up with change. She says, "technology is the changing face of business."
Our panel debated whether there should be one solid metric for measurement. While everyone had a different opinion, all agreed that ROI is part of the puzzle in determining the success of a campaign.
According to David Baron from Hulu, a behavioral shift is happening in streaming. It's becoming more communal.
Lastly, we got an insiders take on brand integration (Cadillac) from Entourage creator Doug Ellin and CCO Jae Goodman of CAA. Make sure to check out the 4 minute spot on YouTube!
David Baron, VP of Content Partner Management, Hulu
Amy Elkins, Head of Media and Marketing Innovation, STX Entertainment
Doug Ellin, Director/Writer/Producer, HBO's "Entourage"
Jae Goodman, CCO & Co-Head, CAA
Tim Leake, SVP/Growth & Innovation, RPA
Thank you to our Moderator & Panelists:
Caty Burgess, Vice President, Media Strategies, The CW Network
Manish Gupta, Head of Insights and Analytics, Twitter
Rich Kim, VP / Media Director, Moxie
Abbey Thomas, Head of Entertainment and Auto, Tremor Video
Dounia Turrill, Senior Vice President, Client Insights, Nielsen
Posted By thinkLA Aficionado,
Monday, July 21, 2014
Updated: Monday, July 21, 2014
On July 17, 2014, over 500+ guests attended our 2014 Entertainment Marketing Breakfast at the Ritz-Carlton Hotel to discuss marketing trends in the millennial age. Here are three takeaways from our speakers:
Millennials reach millennials. This generation is eager to share knowledge with their friends and go beyond the ordinary means of seeking information- they want an authentic and personalized message that they can depend on. – George Strompolos, Fullscreen
Advertising is not the problem, bad advertising is. Millennials like to access information from their peers, trusted friends and close network. With constant overflow of advertising, they filter the most useful and practical advice for their everyday lives. "If you want to shape the future, then talk to it". – Kent Rees, Pivot TV
The "Barney Affect" effect not only symbolizes a popular purple dinosaur show that most millennials grew up watching, but how those values of equality and justice still hold true for them today. Companies and brands should mirror their social responsibility in order to attract this generation to their products. Millennials expect brands to take note of their feedback and engage them in interactive communication. – Warren Wright, EVP of LifeCourse Associates.
Thalia Doherty, Tru TV - Kindle Fire/Amazon TV, courtesy of The Los Angeles Times Kevin Ford, OMD - PS4, courtesy of Twitch Sara Leverty-Lavoie, Rouge Beauty- Xbox One, courtesy of Curse Carolyn Loo, UM - iPad Air, courtesy of Session M
Thank you to our speakers:
Warren Wright, Executive Vice President - Lifecourse Associates Kent Rees, Executive Vice President, Pivot TV
Kevin Winston, Founder, Digital LA George Strompolos, CEO and Founder, Fullscreen