SlideShare una empresa de Scribd logo
1 de 18
Descargar para leer sin conexión
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
What do Agents Do?

• Represent top creative and production talent.
• Package creative projects for advertisers, brands and media
  companies
• Negotiate revenue models for production, distribution and
  sponsorship
• Interact with: Ad agencies, media agencies, PR agencies,
  network and studios, online portals, digital studios,
  distributors, ad networks—and brands.
• End to End execution
• Casting/Celebrity Talent
Advertising as Content: Why Marketers Need to Think Like
                           Producers


• Owning your audience rather than leasing it
• In an age of fractionalization origination, co-creation and
  activation of content is an opportunity to connect with
  consumers in a deeper, more meaningful way.
• Nobody remembers a banner ad or connects emotionally with
  preroll
• Video content is part of a long-term publishing strategy.
• New pureplay models using online as a first window are still ad
  supported
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
Branded Entertainment or Entertainment Brands?

•   Area for greatest growth and consumer engagement is content that is
    entertainment first--
•   Produce a story that resonates with consumers and creates an emotional
    connection to the brand. Work with premium talent and production partners that
    will reach the desired audience. Distribute the content via paid, earned and owned
    media, integrating the story and character into traditional marketing. And build
    programs that extend the story through merchandise and technology.
•   Franchises, not one-offs: Instead of Branded Entertainment, create Entertainment
    Brands
•   Contextually relevant , focus is on storytelling
•   Reverse of Product Placement: Entertaining content that reflects brand goals and
    brand messaging
•   Distribution: Targeted vs Ad Network
Produced by Science + Fiction with Mindshare and sponsors Sprint Nextel and Unilever's Suave, In The
Motherhood was unique online content that created community and engagement for moms, by moms and
about moms.
Mothers submitted their real-life stories of their experiences with
motherhood. Those stories were transformed into a traditional
Hollywood script. The online mothers' community voted for the best
entries, which Science + Fiction turned into a new episode of the
webseries In the Motherhood, starring celebrity actresses Leah
Remini, Chelsea Handler, and Jenny McCarthy.

Over 5.5 Million people viewed the content online, with over 60K
active voters, which set a record for MSN’s homepage.

                                      The online project’s success led to it being the first online,
                                      branded entertainment project to be picked up for television,
                                      airing as a half-hour sitcom on ABC, starring Cheryl Hines, Megan
                                      Mullally, and Jessica St. Clair.
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling
A new series from television legend Bob Newhart
Sponsored by General Motors
    THE LOT is the latest program from Television
    Icon Bob Newhart, Produced by Newhart
    Enterprises, Monarch Entertainment Group, and
    Science + Fiction.

    This multi-episode character based comedy was
    developed exclusively to showcase products at
    the consumer level by setting the brand within
    the fabric of the show, creating an opportunity
    for the brand to become a character.
Producing Magnetic Content/Storytelling
Producing Magnetic Content/Storytelling

Más contenido relacionado

La actualidad más candente

Development stage powerpoint
Development stage powerpointDevelopment stage powerpoint
Development stage powerpointadpralanna
 
Hi We're Espresso
Hi We're EspressoHi We're Espresso
Hi We're EspressoMartafy!
 
Gaming group work project
Gaming group work projectGaming group work project
Gaming group work projectDavidGlukh
 
The Era Of Astronomical Expectations
The Era Of Astronomical ExpectationsThe Era Of Astronomical Expectations
The Era Of Astronomical ExpectationsTrefis
 
Research Into Viral Adverts
Research Into Viral AdvertsResearch Into Viral Adverts
Research Into Viral AdvertsRossWalker098
 
Breakfast Club - A New Era of Engagement
Breakfast Club - A New Era of EngagementBreakfast Club - A New Era of Engagement
Breakfast Club - A New Era of EngagementDraftfcb
 
Expanding Branded Entertainment Online
Expanding Branded Entertainment OnlineExpanding Branded Entertainment Online
Expanding Branded Entertainment OnlineAchillesMedia
 
Branded Entertainment
Branded EntertainmentBranded Entertainment
Branded EntertainmentBBDO
 
Viral & Social Marketing Explained
Viral & Social Marketing ExplainedViral & Social Marketing Explained
Viral & Social Marketing ExplainediStrategy
 
BOBCM: Best of Australasian Branded Content Marketing ( 2016)
BOBCM: Best of Australasian Branded Content Marketing ( 2016)BOBCM: Best of Australasian Branded Content Marketing ( 2016)
BOBCM: Best of Australasian Branded Content Marketing ( 2016)Justin Kirby
 
Doing The Deal in Branded Entertainment | Patrick Collings 2010
Doing The Deal in Branded Entertainment | Patrick Collings 2010Doing The Deal in Branded Entertainment | Patrick Collings 2010
Doing The Deal in Branded Entertainment | Patrick Collings 2010Patrick Collings
 
Viral and Social Marketing | Diffusion Media
Viral and Social Marketing | Diffusion MediaViral and Social Marketing | Diffusion Media
Viral and Social Marketing | Diffusion MediaiStrategy
 
12 Stellar Social Media Marketing Campaigns that worked
12 Stellar Social Media Marketing Campaigns that worked12 Stellar Social Media Marketing Campaigns that worked
12 Stellar Social Media Marketing Campaigns that workedlindseyfair
 
Comedy Revolution Sponsorship Opportunity Info.
Comedy Revolution Sponsorship Opportunity Info.Comedy Revolution Sponsorship Opportunity Info.
Comedy Revolution Sponsorship Opportunity Info.ianjonesy
 
Video games Distribution and Marketing
Video games Distribution and MarketingVideo games Distribution and Marketing
Video games Distribution and Marketingcigdemkalem
 
Power of Visual Storytelling: A Picture or Twitvid is Worth a Thousand Words
Power of Visual Storytelling: A Picture or Twitvid is Worth a Thousand WordsPower of Visual Storytelling: A Picture or Twitvid is Worth a Thousand Words
Power of Visual Storytelling: A Picture or Twitvid is Worth a Thousand WordsJacki Halas
 

La actualidad más candente (20)

Development stage powerpoint
Development stage powerpointDevelopment stage powerpoint
Development stage powerpoint
 
Hi We're Espresso
Hi We're EspressoHi We're Espresso
Hi We're Espresso
 
Gaming group work project
Gaming group work projectGaming group work project
Gaming group work project
 
The Era Of Astronomical Expectations
The Era Of Astronomical ExpectationsThe Era Of Astronomical Expectations
The Era Of Astronomical Expectations
 
Research Into Viral Adverts
Research Into Viral AdvertsResearch Into Viral Adverts
Research Into Viral Adverts
 
Breakfast Club - A New Era of Engagement
Breakfast Club - A New Era of EngagementBreakfast Club - A New Era of Engagement
Breakfast Club - A New Era of Engagement
 
Viral marketing 2
Viral marketing 2Viral marketing 2
Viral marketing 2
 
Expanding Branded Entertainment Online
Expanding Branded Entertainment OnlineExpanding Branded Entertainment Online
Expanding Branded Entertainment Online
 
Branded Entertainment
Branded EntertainmentBranded Entertainment
Branded Entertainment
 
Viral & Social Marketing Explained
Viral & Social Marketing ExplainedViral & Social Marketing Explained
Viral & Social Marketing Explained
 
BOBCM: Best of Australasian Branded Content Marketing ( 2016)
BOBCM: Best of Australasian Branded Content Marketing ( 2016)BOBCM: Best of Australasian Branded Content Marketing ( 2016)
BOBCM: Best of Australasian Branded Content Marketing ( 2016)
 
Doing The Deal in Branded Entertainment | Patrick Collings 2010
Doing The Deal in Branded Entertainment | Patrick Collings 2010Doing The Deal in Branded Entertainment | Patrick Collings 2010
Doing The Deal in Branded Entertainment | Patrick Collings 2010
 
Ldoba1
Ldoba1Ldoba1
Ldoba1
 
Sweepstakes Case Study
Sweepstakes Case StudySweepstakes Case Study
Sweepstakes Case Study
 
Viral and Social Marketing | Diffusion Media
Viral and Social Marketing | Diffusion MediaViral and Social Marketing | Diffusion Media
Viral and Social Marketing | Diffusion Media
 
12 Stellar Social Media Marketing Campaigns that worked
12 Stellar Social Media Marketing Campaigns that worked12 Stellar Social Media Marketing Campaigns that worked
12 Stellar Social Media Marketing Campaigns that worked
 
Comedy Revolution Sponsorship Opportunity Info.
Comedy Revolution Sponsorship Opportunity Info.Comedy Revolution Sponsorship Opportunity Info.
Comedy Revolution Sponsorship Opportunity Info.
 
Video games Distribution and Marketing
Video games Distribution and MarketingVideo games Distribution and Marketing
Video games Distribution and Marketing
 
Ldoba3
Ldoba3Ldoba3
Ldoba3
 
Power of Visual Storytelling: A Picture or Twitvid is Worth a Thousand Words
Power of Visual Storytelling: A Picture or Twitvid is Worth a Thousand WordsPower of Visual Storytelling: A Picture or Twitvid is Worth a Thousand Words
Power of Visual Storytelling: A Picture or Twitvid is Worth a Thousand Words
 

Destacado

Producing accessible video content for the web
Producing accessible video content for the webProducing accessible video content for the web
Producing accessible video content for the webVision Australia
 
Content marketing: Producing low-cost content that works
Content marketing: Producing low-cost content that worksContent marketing: Producing low-cost content that works
Content marketing: Producing low-cost content that worksJonathan Wichmann
 
The Top 100 Global Brands On YouTube
The Top 100 Global Brands On YouTubeThe Top 100 Global Brands On YouTube
The Top 100 Global Brands On YouTubePixability
 
Working with academics to produce online content
Working with academics to produce online contentWorking with academics to produce online content
Working with academics to produce online contentsdarley
 
Producing Original Content for Optimal Online Engagement
Producing Original Content for Optimal Online EngagementProducing Original Content for Optimal Online Engagement
Producing Original Content for Optimal Online EngagementMaria Erb
 
B2B Social Media Palette
B2B Social Media PaletteB2B Social Media Palette
B2B Social Media PaletteMiikka Leinonen
 
B2B Marketing in 2015 - 14 Visions of the Future You Can Use Today
B2B Marketing in 2015  - 14 Visions of the Future You Can Use TodayB2B Marketing in 2015  - 14 Visions of the Future You Can Use Today
B2B Marketing in 2015 - 14 Visions of the Future You Can Use TodayTopRank Marketing Agency
 

Destacado (8)

Producing accessible video content for the web
Producing accessible video content for the webProducing accessible video content for the web
Producing accessible video content for the web
 
Content marketing: Producing low-cost content that works
Content marketing: Producing low-cost content that worksContent marketing: Producing low-cost content that works
Content marketing: Producing low-cost content that works
 
The Top 100 Global Brands On YouTube
The Top 100 Global Brands On YouTubeThe Top 100 Global Brands On YouTube
The Top 100 Global Brands On YouTube
 
Working with academics to produce online content
Working with academics to produce online contentWorking with academics to produce online content
Working with academics to produce online content
 
Marketing with YouTube
Marketing with YouTubeMarketing with YouTube
Marketing with YouTube
 
Producing Original Content for Optimal Online Engagement
Producing Original Content for Optimal Online EngagementProducing Original Content for Optimal Online Engagement
Producing Original Content for Optimal Online Engagement
 
B2B Social Media Palette
B2B Social Media PaletteB2B Social Media Palette
B2B Social Media Palette
 
B2B Marketing in 2015 - 14 Visions of the Future You Can Use Today
B2B Marketing in 2015  - 14 Visions of the Future You Can Use TodayB2B Marketing in 2015  - 14 Visions of the Future You Can Use Today
B2B Marketing in 2015 - 14 Visions of the Future You Can Use Today
 

Similar a Producing Magnetic Content/Storytelling

Emerging Ad Platforms in Digital Publishing
Emerging Ad Platforms in Digital PublishingEmerging Ad Platforms in Digital Publishing
Emerging Ad Platforms in Digital PublishingNxtbook Media
 
Introduction to Digital Advertising
Introduction to Digital AdvertisingIntroduction to Digital Advertising
Introduction to Digital AdvertisingSensis
 
Social Media Trends in 2018-19
Social Media Trends in 2018-19Social Media Trends in 2018-19
Social Media Trends in 2018-19Prohibition PR
 
Creative that cracks the code, a harvard business review’s marketing article ...
Creative that cracks the code, a harvard business review’s marketing article ...Creative that cracks the code, a harvard business review’s marketing article ...
Creative that cracks the code, a harvard business review’s marketing article ...Sameer Mathur
 
Want a killer digital PR strategy? Start with the content!
Want a killer digital PR strategy? Start with the content!Want a killer digital PR strategy? Start with the content!
Want a killer digital PR strategy? Start with the content!Bailean
 
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service Provider
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderNetflix: Digital Marketing Evaluation of the Over-the-top Media-Service Provider
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
 
Brands & Multi-platform Storytelling
Brands & Multi-platform StorytellingBrands & Multi-platform Storytelling
Brands & Multi-platform Storytellingmbingu
 
Connections, Conversations, Conversions
Connections, Conversations, ConversionsConnections, Conversations, Conversions
Connections, Conversations, ConversionsAndy Wright
 
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!Jessica Lane
 
PR Newswire Emerging Media Presentation
PR Newswire Emerging Media PresentationPR Newswire Emerging Media Presentation
PR Newswire Emerging Media PresentationLeif Clarke
 
Storytelling & Emotive Digital Strategy
Storytelling & Emotive Digital StrategyStorytelling & Emotive Digital Strategy
Storytelling & Emotive Digital StrategyAtelier 36
 
How to tell your story in noisy digital world
How to tell your story in noisy digital worldHow to tell your story in noisy digital world
How to tell your story in noisy digital worldRichard Meyer
 
Brand Culture in the Conversation Age
Brand Culture in the Conversation AgeBrand Culture in the Conversation Age
Brand Culture in the Conversation AgeMSL
 
Telling stories - multimedia advertising by Contently
Telling stories - multimedia advertising by ContentlyTelling stories - multimedia advertising by Contently
Telling stories - multimedia advertising by ContentlyHuong Do Thu
 
Dettol CSR project
Dettol CSR project Dettol CSR project
Dettol CSR project Renee Kamau
 
THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE Sameer Mathur
 
How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...
How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...
How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...Filmteractive Festival
 

Similar a Producing Magnetic Content/Storytelling (20)

NewFronts 2018: Trends & Takes
NewFronts 2018: Trends & TakesNewFronts 2018: Trends & Takes
NewFronts 2018: Trends & Takes
 
NewFronts 2017: Trends & Takes
NewFronts 2017: Trends & TakesNewFronts 2017: Trends & Takes
NewFronts 2017: Trends & Takes
 
Emerging Ad Platforms in Digital Publishing
Emerging Ad Platforms in Digital PublishingEmerging Ad Platforms in Digital Publishing
Emerging Ad Platforms in Digital Publishing
 
Introduction to Digital Advertising
Introduction to Digital AdvertisingIntroduction to Digital Advertising
Introduction to Digital Advertising
 
Social Media Trends in 2018-19
Social Media Trends in 2018-19Social Media Trends in 2018-19
Social Media Trends in 2018-19
 
Creative that cracks the code, a harvard business review’s marketing article ...
Creative that cracks the code, a harvard business review’s marketing article ...Creative that cracks the code, a harvard business review’s marketing article ...
Creative that cracks the code, a harvard business review’s marketing article ...
 
Want a killer digital PR strategy? Start with the content!
Want a killer digital PR strategy? Start with the content!Want a killer digital PR strategy? Start with the content!
Want a killer digital PR strategy? Start with the content!
 
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service Provider
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderNetflix: Digital Marketing Evaluation of the Over-the-top Media-Service Provider
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service Provider
 
Brands & Multi-platform Storytelling
Brands & Multi-platform StorytellingBrands & Multi-platform Storytelling
Brands & Multi-platform Storytelling
 
Connections, Conversations, Conversions
Connections, Conversations, ConversionsConnections, Conversations, Conversions
Connections, Conversations, Conversions
 
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
 
Can Media Firms Become Digital Video Mavens?
Can Media Firms Become Digital Video Mavens?Can Media Firms Become Digital Video Mavens?
Can Media Firms Become Digital Video Mavens?
 
PR Newswire Emerging Media Presentation
PR Newswire Emerging Media PresentationPR Newswire Emerging Media Presentation
PR Newswire Emerging Media Presentation
 
Storytelling & Emotive Digital Strategy
Storytelling & Emotive Digital StrategyStorytelling & Emotive Digital Strategy
Storytelling & Emotive Digital Strategy
 
How to tell your story in noisy digital world
How to tell your story in noisy digital worldHow to tell your story in noisy digital world
How to tell your story in noisy digital world
 
Brand Culture in the Conversation Age
Brand Culture in the Conversation AgeBrand Culture in the Conversation Age
Brand Culture in the Conversation Age
 
Telling stories - multimedia advertising by Contently
Telling stories - multimedia advertising by ContentlyTelling stories - multimedia advertising by Contently
Telling stories - multimedia advertising by Contently
 
Dettol CSR project
Dettol CSR project Dettol CSR project
Dettol CSR project
 
THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE
 
How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...
How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...
How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...
 

Más de iMedia Connection

How to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven CreativeHow to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven CreativeiMedia Connection
 
Welcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGMWelcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGMiMedia Connection
 
Integrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNAIntegrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNAiMedia Connection
 
Keynote: The Future of Brand is Experience
Keynote: The Future of Brand is ExperienceKeynote: The Future of Brand is Experience
Keynote: The Future of Brand is ExperienceiMedia Connection
 
Keynote: Using Data to Tell Stories
Keynote: Using Data to Tell StoriesKeynote: Using Data to Tell Stories
Keynote: Using Data to Tell StoriesiMedia Connection
 
Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers iMedia Connection
 
Follow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New WorkforceFollow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New WorkforceiMedia Connection
 
Failures in Research & Development
Failures in Research & DevelopmentFailures in Research & Development
Failures in Research & DevelopmentiMedia Connection
 
The Story of People & their Technology
The Story of People & their TechnologyThe Story of People & their Technology
The Story of People & their TechnologyiMedia Connection
 
Opening Remarks by Summit Host
Opening Remarks by Summit HostOpening Remarks by Summit Host
Opening Remarks by Summit HostiMedia Connection
 
The Future of Advertising in the IoT
The Future of Advertising in the IoTThe Future of Advertising in the IoT
The Future of Advertising in the IoTiMedia Connection
 
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?iMedia Connection
 
Closing Discussion: Designing for Disruption
Closing Discussion: Designing for DisruptionClosing Discussion: Designing for Disruption
Closing Discussion: Designing for DisruptioniMedia Connection
 
Creativity in a Programmatic World
Creativity in a Programmatic WorldCreativity in a Programmatic World
Creativity in a Programmatic WorldiMedia Connection
 
The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...iMedia Connection
 
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...iMedia Connection
 
Timely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling FrequencyTimely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling FrequencyiMedia Connection
 

Más de iMedia Connection (20)

How to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven CreativeHow to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven Creative
 
Welcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGMWelcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGM
 
Integrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNAIntegrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNA
 
Keynote: The Future of Brand is Experience
Keynote: The Future of Brand is ExperienceKeynote: The Future of Brand is Experience
Keynote: The Future of Brand is Experience
 
Keynote: Using Data to Tell Stories
Keynote: Using Data to Tell StoriesKeynote: Using Data to Tell Stories
Keynote: Using Data to Tell Stories
 
Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers
 
Keynote: The New Workforce
Keynote: The New WorkforceKeynote: The New Workforce
Keynote: The New Workforce
 
Follow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New WorkforceFollow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New Workforce
 
Failures in Research & Development
Failures in Research & DevelopmentFailures in Research & Development
Failures in Research & Development
 
The Story of People & their Technology
The Story of People & their TechnologyThe Story of People & their Technology
The Story of People & their Technology
 
Opening Remarks by Summit Host
Opening Remarks by Summit HostOpening Remarks by Summit Host
Opening Remarks by Summit Host
 
The Future of Advertising in the IoT
The Future of Advertising in the IoTThe Future of Advertising in the IoT
The Future of Advertising in the IoT
 
Intro: The State of Ad Tech
Intro: The State of Ad TechIntro: The State of Ad Tech
Intro: The State of Ad Tech
 
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
 
Welcome by Summit Host
Welcome by Summit HostWelcome by Summit Host
Welcome by Summit Host
 
Closing Discussion: Designing for Disruption
Closing Discussion: Designing for DisruptionClosing Discussion: Designing for Disruption
Closing Discussion: Designing for Disruption
 
Creativity in a Programmatic World
Creativity in a Programmatic WorldCreativity in a Programmatic World
Creativity in a Programmatic World
 
The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...
 
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
 
Timely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling FrequencyTimely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling Frequency
 

Último

AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 

Último (20)

AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 

Producing Magnetic Content/Storytelling

  • 4. What do Agents Do? • Represent top creative and production talent. • Package creative projects for advertisers, brands and media companies • Negotiate revenue models for production, distribution and sponsorship • Interact with: Ad agencies, media agencies, PR agencies, network and studios, online portals, digital studios, distributors, ad networks—and brands. • End to End execution • Casting/Celebrity Talent
  • 5. Advertising as Content: Why Marketers Need to Think Like Producers • Owning your audience rather than leasing it • In an age of fractionalization origination, co-creation and activation of content is an opportunity to connect with consumers in a deeper, more meaningful way. • Nobody remembers a banner ad or connects emotionally with preroll • Video content is part of a long-term publishing strategy. • New pureplay models using online as a first window are still ad supported
  • 10. Branded Entertainment or Entertainment Brands? • Area for greatest growth and consumer engagement is content that is entertainment first-- • Produce a story that resonates with consumers and creates an emotional connection to the brand. Work with premium talent and production partners that will reach the desired audience. Distribute the content via paid, earned and owned media, integrating the story and character into traditional marketing. And build programs that extend the story through merchandise and technology. • Franchises, not one-offs: Instead of Branded Entertainment, create Entertainment Brands • Contextually relevant , focus is on storytelling • Reverse of Product Placement: Entertaining content that reflects brand goals and brand messaging • Distribution: Targeted vs Ad Network
  • 11. Produced by Science + Fiction with Mindshare and sponsors Sprint Nextel and Unilever's Suave, In The Motherhood was unique online content that created community and engagement for moms, by moms and about moms. Mothers submitted their real-life stories of their experiences with motherhood. Those stories were transformed into a traditional Hollywood script. The online mothers' community voted for the best entries, which Science + Fiction turned into a new episode of the webseries In the Motherhood, starring celebrity actresses Leah Remini, Chelsea Handler, and Jenny McCarthy. Over 5.5 Million people viewed the content online, with over 60K active voters, which set a record for MSN’s homepage. The online project’s success led to it being the first online, branded entertainment project to be picked up for television, airing as a half-hour sitcom on ABC, starring Cheryl Hines, Megan Mullally, and Jessica St. Clair.
  • 16. A new series from television legend Bob Newhart Sponsored by General Motors THE LOT is the latest program from Television Icon Bob Newhart, Produced by Newhart Enterprises, Monarch Entertainment Group, and Science + Fiction. This multi-episode character based comedy was developed exclusively to showcase products at the consumer level by setting the brand within the fabric of the show, creating an opportunity for the brand to become a character.