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 Nicholas Iverson,
Wednesday, May 25, 2016
On Tuesday, May 24th, our friends at MultiVu Creative, the multimedia production, distribution and media strategy group within PR Newswire, held a fun and informative creative ideation workshop for us at their offices in Santa Monica. It was a night of creativity, friendly competition and learning best practices for ideating concepts based on a creative brief. During the workshop, attendees were divided into groups and tasked with creating the concept for ThinkLA's 10-year anniversary video. Both groups did a great job, but one group came out the victor - GROUP B! Their prize? Each member was a awarded an Amazon Echo! The final animated video will be produced at MultiVu Creative's production headquarters in NY, and will be shown at Summer Soiree, ThinkLA's Anniversary Bash, this July.
Thank you to the participants and to PR Newswire for hosting us!
Posted By Emily Hope,
Friday, May 20, 2016
Updated: Friday, May 20, 2016
On Thursday, May 19, we welcomed panelists: Freya Estreller of Coolhaus & Ludlows Cocktail Co., Adam Szajgin of 72andSunny, Vishal Lugani of Greycroft Partners and Ann Wang of Enrou to discuss their careers, passions and balancing the two. The panel was moderated by Natalie Robehmed, a staff writer at Forbes. Here are some of the highlights. #thinkStars
On Being a Leader…
"Understand what motivates someone then reward and incentivize their progress". – Freya Estreller
"The verticals that make us success: ambition, talent, dedication and hard work. Each warrants a different kind of reward." Adam Szajgin
"If you're going to start a business, you have to find a way to pay yourself, otherwise it's a hobby." - Freya Estreller
On Finding Balance…
"Everything can seem urgent, but it's really not. If you're not going to be effective, take the day off and don't feel guilty about it." - Freya Estreller
"To unplug, spend time with people that are doing different things." - Vishal Lugani
"It's okay to say 'I need a break.'" – Freya Estreller
"You work 24/7 when you've started a company, so you have to find balance where you feel inspired. Give yourself time to be curious in your own space." – Ann Wang
"How to make networking not boring? Don't hang out with people you don't want to be around." - Adam Szajgin
On Finding Your Passions…
"Throw yourself into uncomfortable situations. That will help you find out what you're passionate about." - Freya Estreller
"Know what gets you excited most about your day. You probably already know, just dig deeper. And build an incredible network. Say yes to every opportunity when you're searching and take wonder around you." – Ann Wang
"Sometimes it's right in front of you. Cut through the noise and be honest with yourself." - Vishal Lugani
"Try stuff and see if you like it. It's like finding your way in a forest - figure it out fast or you may die at some point. But in life, you have more time." - Adam Szajgin
Susie Lyons and Lindsey Allison, EVP Co-Director of Strategy at Deutsch, led the class on an in-depth exploration about strategy: what it is and why it matters.
At Deutsch, strategy is the foundation of everything the agency touches; and can encompass many disciplines – strategists are part anthropologists, behavioral scientists, storytellers, culture experts, and more.
“At Deutsch, strategy is the idea.” – Pete Favat, CCO
Strategy starts with the client brief. A strategist will excavate the brief and ask two key questions:
1. Why are you making this thing?
2. What problem are we solving?
Susie and Lindsey reminded the class to always do their homework by looking at four key factors:
- Company core values
They also spoke about the importance of creating tension; which they defined as a creative generative play space. They mentioned 7 core tensions in American Culture, and provided examples of each.
Community – Individuality
Endowment – Achievement
Tradition – Innovation
Stasis – Mobility
Constraint – Freedom
Accessibility – Exclusivity
Practical – Idealistic
Finally, they reminded the class to never fear conflict, because it can create unforgettable content.
On April 11th, Jason Brush, EVP at POSSIBLE, helped us understand the creative process of UX design. We learned that Interaction Designers go through many steps to ultimately get to a clean and functional website – from managing expectations, research and planning to prototyping and implementation. He reminded us to always empathize with users to truly know what is necessary. Today, we are cluttered with numerous apps and websites available and an Interaction Designer's duty is to simplify the experience while making it better.
More than 600 marketing professionals attended The Connected Consumer breakfast to meet and hear the latest consumer technology news and innovations from Amazon, Samsung, Under Armour, and more.
After a brief talk by presenting sponsor Yahoo on apps, Lindsey Turrentine, Editor in Chief, CNET.com provided our keynote. She shared the latest information regarding connected homes. Zach Parker and Jamie Scythes of Amazon demonstrated some of the many ways voice technology and recognition are changing how we access information and opportunities for leading-edge content creation through voice-activated devices such as Amazon Alexa.
Doug Ziewacz and Chris Glode from Under Armour discussed how technology is tracking body stats and the ways smart clothing will provide even more insights for optimal health. Diego Miralles, Director of Design, Samsung SmartThings, shared additional information on smart home products and connectivity.
The morning concluded with a marketing panel who commented on the presentations and provided perspective on the implications of connected technology to advertisers.