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December 18, 2019 06:18 PM PST
From #MeToo to messy women and from Gen Z to VSCO girls, Civic Entertainment Chief Culture Officer Linda Ong uses her special magic to unravel everything that’s shaping the culture this year and next.
December 11, 2019 01:35 PM PST
FuboTV Co-Founder and CMO Alberto Horihuela joins to discuss the launch, evolution and marketing of virtual MVPD FuboTV, which focuses on sports, news and live programming. Horiheula dives deep into the practice of acquisition marketing, and discusses other tactics and strategies the company has used to build its subscriber base.
December 05, 2019 03:59 PM PST
What does it mean to be brave with your brand? What we know is that sometimes the internet giveth, like Baby Yoda going hyper-viral, while other times, it taketh away, like Peloton’s seemingly innocent advertisement featuring a woman receiving one of their bikes as a holiday gift, and then being very surprised themselves when the ad sparked lots of controversy.
Being brave with your brand is necessary if you want to break out, but you also need to do it smartly to avoid pitfalls. In this session from Promax Europe in Amsterdam, Contagious’ Head of Trends Katrina Dodd offers ten ways you can approach your creative courageously to really make an impact.
One note here -- one of the examples Dodd cites requires seeing a video to really understand what she’s talking about. That video, which talks about how Pedigree created a campaign around selfie-sticks for dogs and obviously includes lots of cute pups, is available to watch at brief.promax.org.
Listen in to learn how you can get comfortable getting risky.
November 20, 2019 07:52 AM PST
What are unconscious biases and how are they making their way into your work? Well, here’s a definition for you:
“Unconscious biases are social stereotypes about certain groups of people that individuals form outside of their own conscious awareness. Everyone holds unconscious beliefs about various social and identity groups, and these biases stem from one’s tendency to organize social worlds by categorizing.”
In this episode, Dixon's Diana Dixon, TV One's Lori Hall and ITVS' Lisa Tawil explain what unconscious bias is with a little help from 'Conan''s Andy Richter. They then discuss how you can identify your own unconscious biases and ferret them out of your work.
Listen in to this insightful session from Promax’s 2019 June conference in Los Angeles.
November 12, 2019 08:24 PM PST
Imagine discovering an erotic manuscript written by your father, and instead of dying of shame, you share it with your friends, die laughing and turn it into a podcast. That was just the start of the journey shared by James Cooper, Jamie Morton and Alice Levine of the smash hit global podcast, "My Dad Wrote a Porno."
Since the show has started, it’s gotten endorsements from some A-list celebrities—such as Elijah Wood, Emma Thompson and Daisy Ridley—and some of those celebs have even come on to chat about it.
While the show feels like an impromptu gathering of friends, it’s really the product of a well thought-out strategy to develop and market specific content. And that strategy was highly successful: the global hit podcast has been downloaded hundreds of millions of times, the team has produced and starred in a live HBO comedy special and gone on world tour.
Morton and Cooper talk to Red Bee Deputy Managing Director Aileen Madden at Promax Europe 2019 in Amsterdam about how they made it all happen.
November 06, 2019 12:43 PM PST
Here's what New York City-based creative agency Black Spot learned while it was working with Syfy and Syfy Wire to produce lots of content during both San Diego and New York Comic-Con: no amount of content is ever enough for hungry fans, thus no amount is enough for hungry clients.
So Black Spot came up with a new division, Thresher, to handle that sort of always-on workload.
In today's episode, Black Spot and Thresher's Ian Collier and Taylor Ervin discuss the hows and whys of that launch and why they feel it was necessary in today's new world of television.
October 29, 2019 02:23 PM PDT
We all know that TV is changing quickly. But that doesn’t mean that everything you’ve done to brand and market your show, your channel, your network and now, your streaming service, has to be discarded.
Instead, says Red Bee Creative’s Charlie Mawer, take the best of all of it and turn it into an entirely new approach for the complex world of TV in 2020 and beyond.
Listen in to this session taken from our June Conference in Los Angeles to hear what Mawer has to say.
October 22, 2019 02:28 PM PDT
Pop culture is a language that unites us across country, class and race. As Alain Sylvain, CEO of Sylvain Labs told Promax Europe 2019 in Amsterdam: “Pop culture can be a language and you need to participate in it if you want to be part of the whole ... if you want to be part of the collective tribe.”
In this episode, Sylvain connects the dots on how pop culture directly impacts brands -- and vice versa -- and reveals how you as a marketer can take advantage of that impact.
October 16, 2019 11:13 AM PDT
Most people don’t think much about a show’s marketing, but because you listen to this podcast, you probably do. And what you know is that the marketing doesn’t stop just because a show is not on the air, and it doesn’t stop just because a show has established itself. In today’s TV world, marketing is an ongoing, multiplatform process.
In this episode, taken from Promax’s 2019 June Conference in Los Angeles, top TV marketers talk about how they and their teams have helped create cultural icons.
Listen in to hear Hulu’s Ryan Crosby discuss 'The Handmaid’s Tale'; ABC’s Rebecca Daugherty talk about stalwart reality franchise and social-media superstar 'The Bachelor'; AMC’s Linda Schupack reflect on global zombie smash 'The Walking Dead'; and Amazon’s Mike Benson, who has since moved on to CBS, muse about 'The Marvelous Mrs. Maisel'.
October 09, 2019 03:23 PM PDT
Los Angeles native Jonny Lopez was the valedictorian of Promax’s second Promo Pathway cohort in 2014. Right after he gave his valedictory speech, a representative of Warner Bros. approached him and invited him to come to the studio for an interview. He was working at the studio the very next week.
Now, he’s pushed himself to produce more creative work for Warner Bros.' streaming service, DC Universe, on such shows as 'Titans' and 'Swamp Thing.'
Hear what the 'Titans' spot has meant for Lopez as he progresses in his career in today's episode.
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Podcast Summary
The Daily Brief, brought to you by global entertainment marketing association Promax, delivers original reporting, newsmaker interviews, and the latest creative work for entertainment marketing and design professionals. Find out more: http://www.promaxbda.org or on social media @promax_global
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