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
Spanning three evenings, ThinkLA's Intern Summit in L.A. gives interns the opportunity to connect with their fellow young professionals over snacks and cocktails while learning insider tips and tricks from seasoned ad pros, all designed to help them survive their first years in advertising. The Intern Summit's emerging advertising professionals find inspiration from industry experts across different disciplines, talents, races, genders, career paths, and more, and gain a deeper understanding of the advertising industry’s business practices and corporate culture.
The ultimate reward of the Intern Summit is the opportunity for attendees to have résumés critiqued by top industry recruiters and HR professionals before applying for their first job in advertising.
SESSION ONE TAKEAWAYS
"I loved learning about internships from people who have either had one or deals with interns. Especially what to do and what not to do."
"My biggest takeaway was to take time to create relationships during the internship. As an entry level employee, stay in one place for some time to show that you’re sticking through."
"Networking and developing relationships with your coworkers is imperative to your internship. Work hard and give everything you do your own personal touch. Stand out."
"I learned to be confident and work your butt off in order to get what you want."
My biggest takeaway was the mindset that I can find opportunities to make a difference and produce something for the team in any down time. I feel like I can use my opportunities and time more efficiently now.
SESSION TWO TAKEAWAYS
“Don’t live to work, work to live.”
“Learning how to say no is learning what you want to prioritize.”
“The only way you win is to out smart people. It’s all about outsmarting your competitor.”
“Nobody in this industry knows everything about this industry.”
“It’s important to realize when things are out of your control; learn how to effectively communicate and set realistic expectations so that you and your team can follow.”
Cheers to the dreamers, the doers, the makers, the risk takers. Here's to the Best of Us.
The IDEA Awards Gala honors campaigns, agencies, clients, marketers, media partners and individuals that exemplify the best our region has to offer. For the eighth year, we celebrated Southern California's advertising, marketing and media superstars.
Thank you for supporting your fellow marketing and advertising family by showing up for our premier event of the year. BIG congratulations to all of our finalists, winners, and entries and special thanks to our host, Paul Ollinger, commentators: Jacklyn Uweh and Chris Denson, and our event partners and sponsors who helped us create all of the magic! #ThinkAwards#PowerOfUs
On May 3, we took over Ohm Nightclub in Hollywood for a fabulous tiki casino night! At our eleventh Pokeraoke event, over 600 industry professionals dressed in their best tiki dress for an evening of casino games, karaoke, and Texas hold ‘em.
Congratulations to the winners!
Poker Tournament sponsored by AdTheorent:
1st place: Brian Banks, VP, Director of Digital Strategy, Davis Elen
2nd place: Gary Buttice, Digital Media Planner, Quigley-Simpson
At ThinkLA’s second Advanced TV Breakfast on April 26, 500+ attendees heard from a variety of speakers and panelists across the ATV spectrum. Thank you to our attendees, speakers, volunteers, and especially our sponsors: Spectrum Reach, Alphonso, Samsung Ads, SpotX, and Roku.
Advanced TV is more than a buzzword, but some still have trouble explaining what it is and why it should be an integral part of marketing and media efforts. It goes beyond the traditional thinking of what “television” is, marrying the complexities of digital video, targeting, and buying with the scale and reach of linear television. With increasing fragmentation of video content distribution and consumption, marketers and advertisers need to evolve how they leverage Advanced TV to target, engage, and measure the impact of campaigns. #ThinkTV
Jeffrey Boehme, SVP, Television Research, comScore
Jason Croddy, VP, Group Account Director, Canvas Worldwide
Asaf Davidov, Director, AdSales Research, HULU
Robert Hayes, EVP, Digital Marketing, NBC Universal
Bill Herman, Director, Digital Sales, Spectrum Reach
Omara Hernandez, SVP, Media Director, Canvas WorldWide
Ryan King, VP, Research, Samba TV
Julie Piepenkotter, EVP, Research, FX Networks
Jessica Ruggeri Houge, SVP, Digital Client Solutions, Nielsen
Matt Schimdt, Regional VP, Agency Development, SpotX
Andre Swanston, CEO/Co-Founder, Tru Optik
"ATV is what cable was 30 years ago and Cable is a huge part of what Advanced TV is now. For the consumer, it is the ability to watch TV at your fingertips." - Bill Herman
“It’s been the year of mobile for a long time, but we needed more measurement of connected TV, when the advertising support was non-linear.
The real charge for Neilson was to find all the pieces and make sense of them for marketing.” - Jessica Ruggeri Hogue
There are 17 different devices with at least 1MM household penetration. Until that clears up, advanced TV is moving uphill, and ripe for a disruptive takeover.
On solving OTT Platforms because there is no current standardized measures for ATV: "There are 3 steps to solve: 1. Audience validation 2. Serving-based ad metrics 3. Attribution for the Advanced TV ecosystem." - Asaf Davidov
"What once felt like we were trying to find water with a stick, the new cross-platform tools are engaging advertisers and quantifying viewership like never before." - Julie Piepenkotter
Advertisers are demanding higher accountability. Need to produce unduplicated reach across screens on connected TV devices. Advertisers want to know where the lift is coming from.
“Snapchat gives us a unique opportunity to market in a new way, with 20 second clips in a non-linear way” - Robert Hayes
Nicholas Davis, Canvas: “Best of Spectrum Reach” (two MTV Movie Awards tickets, Spectrum SportsNet signed Lakers basketball, Sonos PLAY: Wireless Speaker), courtesy of Spectrum Reach
Daniel Le, Canvas: Swag Basket, courtesy of SpotX
JC Williams, Horizon Media: 49" TCL Roku TV, courtesy of Roku
Elizabeth Cho, Campbell Ewald: Apple HomePod, courtesy of Alphonso
We hope everyone enjoyed this year's Auto Breakfast!
We are beyond grateful to those who attended, the knowledgeable speakers, and especially to our sponsors who helped make the magic happen. This year’s event was presented by PlaceIQ, and supported by Alphonso, Media IQ, Cox Automotive, Foursquare, IHS Markit, Thinknear, and US News.
- "I had a great time. I've been to many of these talks and this was the first time my attention was kept through the entire presentation."
- "Wonderful speakers and a great variety of topics. Can't wait for next year!"
- "Auto breakfast continues to be one of the best industry events in Los Angeles. Amazing speakers that gave interesting insights."
Marc Bland, VP, Diversity & Inclusion, IHS Markit
Drew Breunig, SVP, Strategy, PlaceIQ
Kimberley Gardiner, Director, Marketing Communications, Kia Motors America
Gregory Johns, EVP, Chief Digital Officer, Canvas Worldwide
Cilmara Santos, SVP, Client Services and Brand Partnerships, Conill
Christopher Scuro, Digital Operations Director, Global Team Blue
“We are the youngest mainstream auto brand on the market, which means we can leverage those who may not judge us a a brand, but see that our products are just THAT awesome.” - Kimberley Gardiner
"There is no digital marketing, only marketing in a digital world." - Greg Johns
"The best short-term strategy is a long-term strategy. Your goals should be working towards what you want to accomplish in 10 or 30 years." - Mark Miller
"There is no cookie-cutter approach to influencer marketing, but choose influencers that own, love and are loyal to your brand. Consider 'non-traditional' multicultural properties as influencer content opportunities." - Carlene Rowe and Cilmara Santos
"Many Luxury Automotive campaigns fly over the heads of African American and Hispanic consumers like foreign objects in the night...it's time for an African American pickup campaign" - Marc Bland
Sunaia Severensson, Goodway Group: Beats by Dre, courtesy of PlaceIQ
Veronica Crews, RPA: Apple iPad, courtesy of Alphonso
Charlotte Cochrane, Horizon Media: FitBit, courtesy of MediaIQ
Teresa Tran, Horizon Media: Amazon Echo, courtesy of IHS Markit
Brad Marsh, Team One: Ring Doorbell, courtesy of Thinknear
On Wednesday, March 14, we invited industry pros from Universal Pictures, HBO, Sparkd Studios, and OMD to discuss diversity, race, gender, inclusivity, and how all of that plays into the media landscape. Many thanks to our panelists for sharing their knowledge, and to Grindr for hosting us.
Zach Stafford, Editor-in-Chief, INTO
Ben Cory Jones, Writer/Producer, HBO's 'Insecure' and Netflix's 'Step Sisters'
Candela S. Rebot, Founder/Creative, Sparkd Studios
Ivette Martinez, Group Director, OMD
Jonathan Gist, Director, Multicultural Publicity and Promotions, Universal Pictures
"If something comes out of your mouth and you know what your talking about, that’s when people pay attention to you. That’s when people really trust you. Know your sh*t." - Ivette Martinez
On breaking into the industry…
"It’s still very difficult to convince people your story matters. We are constantly breaking in. You have to keep pushing hard, you always have to seek opportunities that are going to teach you something and grow, and meet people who have a strong network." - Ben Cory Jones
"Advertising is cutthroat - especially for females trying to make any sort of difference. I had to tap into my resources." - Candela S. Rebot
"Pitch it, pitch it, pitch it until it works out. I just pretended that I knew was I doing until it actually worked." - Candela S. Rebot
On being marketed to as a minority….
Who do people want to see, who do people care about? "They want to see themselves. At the end of the day I want to see myself." - Johnathan Gist
"Whatever area you consider yourself to be an “other”, that is something that you never forget. As a minority we have to do a lot of teaching to other people about who we are." - Ben Cory Jones
Inclusion is less about who’s in the room but about how you feel in that room.
“Staying true to the culture, means staying true to yourself.” - Ben Cory Jones
On multiculturalism in media:
"Total market is not only catering to a general market audience, it’s about finding those nuances, talking to a diverse segment and making it part of the total market conversation." - Ivette Martinez
"I love that we can create this conversation around a horror movie (Get Out) but it’s still so culturally relevant, its still so powerful and everyone can walk away with something different, something relatable." - Johnathan Gist
On work life balance…
"If I am still pulling from the same well of stories that means I haven’t lived enough. We have to give ourselves time to do that." - Ben Cory Jones
"Everything isn’t urgent. It’s about realizing your worth and what you bring to the table. The world is not going to end tomorrow. It’s not ER, it’s PR." - Johnathan Gist
"When the product you create is incumbent on someone’s opinion of it, you’re going to fail. In order to work in the business we work in, you constantly have to be reinventing yourself." - Ben Cory Jones
"It’s very easy to deflect the fault of something to feel better but it’s important to remember, we are only as good as our mistakes. Think about what you could have done better, if there is nothing you could have done better, do it again. At some point it’s going to click." - Candela S. Rebot
"Admitting when you failed is super important, that makes you human. We are all human. Admitting, apologizing, and figuring out how your going to fix it and make it better so that someone else doesn’t have to." - Ivette Martinez
Over 750 attendees gathered for our Mobile Breakfast at the Beverly Hilton. Guests heard from Jack in the Box, Tastemade, Google, Instagram, Waze and other brands about their "mobile-first" strategies.
We would like to extend a big "Thank you" to our keynote speaker: Iwona Alter, VP, Marketing at Jack in the Box, and to our other speakers: Aaron Austin, Sarah Bachman, Ben Blatt, Karin Gilford, Oren Katzeff, Raghu Kodige, Melaney Lubey, Nick Mokey, Joanne Nichols, Sarah Ohle, Kate Slovin, Autumn White, and Doug Zanger for an educational morning.
Victoria Adelhelm, Account Manager, Fetch: Sonos Speakers, courtesy of Nucleus
Samantha Baseford, Associate Media Director, RPA: Beats By Dre headphones, courtesy of AdColony
Matt Lipschutz, Zimmerman Account Director, Zimmerman: Apple Gift Card, courtesy of Sabio Mobile
Daria Hannah, Senior Strategist, GiantSpoon: Google Home Mini, courtesy of Waze
Iwona Alter, Chief Marketing Officer, Jack In The Box
Aaron Austin, Mobile App Sales and Strategy Expert, Google
Sarah Bachman, SVP, Digital Experience Lead, Horizon Media
Ben Blatt, Executive Director, Digital Marketing, ABC/Disney
Karin Gilford, SVP/GM, Movies Anywhere, Walt Disney Studios
Oren Katzeff, Head of Programming, Tastemade
Raghu Kodige, Chief Product Officer and Co-Founder, Alphonso Inc.
Posted By Emily Hope,
Wednesday, February 28, 2018
We would like to extend a big thank you to Don Lupo for a highly educational session, at to Jukin Media for hosting the group.
We learned what it takes to make a digital project efficient and profitable, whether producing banners, a mobile app, or a website as well as the basics of the digital production process, how to estimate for projects, and why the client needs to pay for IA, UX, and QA, as every agency has challenges with digital production:
Account does not always know it well
Creative does not always follow best practices
Finance doesn’t always know how to bill for it
Very few people know how to make it profitable
Digital production can be far more complicated than anyone anticipates, but focusing on process can make it much easier. In this class, we discussed what it takes to not only get websites and banners out the door AND how to get them done efficiently and (hopefully) profitable.
A clearer understanding of digital production process
How to best utilize digital producers
How proper estimating can save and make money
Why you should fight for IA and QA when the client balks
How to use consumer empathy to make a better digital product
In recognition of Black History Month, RPA partnered with NBC Universal, ThinkLA, and ThinkLA's DIG initiative on "Diversifying Advertising: Perspectives on Hiring Black Talent & WorkplaceInclusivity on Feb. 21 at RPA in Santa Monica.
From recruiting and retaining black talent to workplace inclusivity, we learned about the challenges agencies and businesses face in creating a diverse culture from industry veterans.
Panelists included: Kirsten Atkinson, VP, Client Partnerships, NBCUniversal Media; Rhonda Fortner, Digital Media Manager, Innocean USA; Marissa Nance, Managing Director, Multicultural Content Marketing andStrategic Partnerships, OMD; Marcus Wesson, Executive Creative Director, Dailey; and moderator Shanique Bonelli-Moore, Senior Director, Global Corporate Communications, Buzzfeed.
"What an amazing way to celebrate Black History Month! Thank you to RPA for hosting this incredibly informative and inspiring event. A special thanks to NBC Universal and ThinkLA's DIG initiative for partnering to make this event possible."
“What I would challenge each of you is first and foremost, be aware of who you are. Don’t become someone you’re not. If you’re not true to yourself, you’re not your best self.” - Marissa Nance, Managing Director, Multicultural Content Marketing & Strategic Partnerships, OMD
“One thing that I value the most is... time. If I can give that, that means more than money and other resources.” - Kirsten Atkinson, VP, Client Partnerships, NBCUniversal Media
“[People of color] will go to a meeting but we won’t sit down together and talk to each other. That becomes intimately important in all of our learning. We have to educate each other because we individually can’t break the mask. We have to collectively communicate and destroy the perception.” - Rhonda Fortner, Digital Media Manager, Innocean USA
“I came up through the [ThinkLA's] MAT Program, which is essentially the multicultural advertising training program… it helped show that I had experience in the real world.” - Marcus Wesson, Executive Creative Director, Dailey
As a special treat for the attendees, Don Lupo of lupofotocreated a complimentary portrait opportunity.
Click below for the full gallery (password: Diversity2018).