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How Fuse Taps Into Gen Z, Millennials' Need for Empowerment
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June 01, 2020 05:46 PM PDT
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Brands that empower their consumers can find it has a positive impact on their business, Fuse Media found in its latest demographic study. In this episode, Fuse Media Head of Marketing Mark McIntire takes on empowerment and brand purpose, topics that are particularly relevant right now. He also discusses why Fuse’s Future History Month and Be Change campaigns have been effective, how Fuse managed to change out its messaging so quickly and what’s on the horizon for the youth-focused brand.
Bigstar Ponders Post-Pandemic Future
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May 26, 2020 01:17 PM PDT
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Josh Norton and Carson Hood, executive creative director and executive producer at New York City-based creative agency Bigstar, discuss what work in entertainment marketing might look like once the pandemic finally passes. Among the topics we discuss: resiliency, flexibility, creativity and innovation, with a dip into silver linings at the end.
Less Money, More Time Means Viewers Are Seeking Free TV Options
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May 11, 2020 09:43 PM PDT
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As TV viewers increasingly find themselves out of work, they are looking to pay less for their TV options, said Ben Carlson, senior vice president, general manager of streaming and platforms, MarketCast, in this episode drawn from a recent virtual session. “Previously, people were time-starved and had money to add subscriptions, but what we’re seeing is our time go up while our money goes down. That has recalibrated our notion of value,” said Carlson. While that’s a key takeaway from Carlson’s presentation, it’s far from the only one. Listen in to hear Carlson’s insights on how marketers should approach audiences as the pandemic wears on.
Podcast: How TV Production Can Change for the Better
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May 05, 2020 12:42 PM PDT
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Film and TV production has been conducted in a certain way with certain structures in place since production began more than 100 years ago. Now with the global pandemic forcing us to question everything we’ve known and done, Becky Morrison, founder of Brooklyn-based boutique production company The Light, is questioning what could change for the better when it comes to production. For example, do there need to be so many people on set at any given time? Should all below-the-line roles be so clear cut and specific? Should all creative ideas come from the top down? (Short answer: no.) In this conversation, which includes such tactical considerations as safety as well as more cultural considerations such as hierarchy, Morrison discusses different ways everything from social posts to promos to advertising to big-budget movies could be produced as we all try to find our way into the new normal.
ViacomCBS Decodes Gen Z
Clean
April 28, 2020 05:01 PM PDT
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In this episode, drawn from Promax's latest Virtual Session, Lydia Daly, senior vice president, and Mary Kate Cullen, senior director, at Viacom CBS creative strategy and cultural intelligence present a session called #AllTheFeels, which offers some different lenses through which marketers can view and approach the very emotional generation known as Gen Z. One caveat, not everything in this presentation is necessarily appropriate for the younger side of Gen Z, and aside from the talk of TikTok, they probably won’t be interested anyway. If you would like to watch this presentation -- as opposed to listen to it -- a video is available at brief.promax.org.
How TV Station Marketers Upped Their Games During the Pandemic
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April 23, 2020 02:50 PM PDT
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Tegna’s Meredith Conte summed it up: “A crisis is what local news is made for, and the way our teams have quickly rallied has been nothing short of miraculous and impressive." Fox's John Kukla and Sinclair's Dan Zimmerman joined Conte to discuss the many ways TV stations have had to be agile, yet effective, during the pandemic, in a session presented by Stephen Arnold Music.
How Agencies Have Pivoted During the Pandemic
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April 15, 2020 03:23 PM PDT
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Just like all small businesses in this challenging time, creative agencies have quickly had to rejigger their businesses, sending everyone home to work and checking in with all their clients over video calls. In this session, drawn from Promax’s new series of virtual sessions, Promax President and CEO Steve Kazanjian conducts a Q&A with three agency business development executives: Danixa Diaz, executive producer at iArtists; David Edelstein, executive director at Trollbäck+Company; and Tony Kadillak, executive director at Thornberg and Forester.
Cecilia Gorman on Staying Productive While Staying Home
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April 12, 2020 04:02 PM PDT
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We’re a few weeks into quarantine and the words “new normal” are taking on a new meaning. In today’s episode, which was originally recorded on Thursday, April 2, leadership expert Cecilia Gorman of Creative + Talent + Partners joins Promax’s new series of Virtual Sessions to help provide us with a mental reset. Cecilia talks about three major topics: working from home essentials -- and this is more than just whether you have a working laptop and good wifi; ways to keep you and your team sane, focused and productive; and how we can adjust our leadership during this time. None of it is easy, and all of it requires self-reflection and awareness, but Cecilia is here to walk us through it.
Fox's Scott Edwards Offers 8 Tips to Keep Remote Teams Connected
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April 09, 2020 02:41 PM PDT
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Sure, everyone can retreat to their homes with a computer and do work. But that’s just one piece of the working-from-home puzzle, especially when in the course of just days, entire teams suddenly found themselves working fully remotely. And in the case of television marketers tasked with keeping creative front and center in this challenging time, the pace has only become more urgent. In this episode—drawn from Promax’s new series of Virtual Sessions—Scott Edwards, executive vice president, Fox Creative Advertising, offers eight tips on how to keep teams connected while they work apart.
How to Market Sports When There Are No Sports to Market
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April 07, 2020 03:28 PM PDT
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The coronavirus pandemic has prompted an indefinite hiatus for live sports, forcing sports marketers to get creative with their strategies with no new content to market. It’s a challenge they’re slowly adapting to and, in fact, may have a long-term effect on how sports are marketed in the future. In this session, Carrie Brzezinski-Hsu, vice president, ESPN multimedia sponsorship integration & ESPN CreativeWorks; Bill Battin, Fox Sports senior vice president, on-air promotions and Bill Bergofin, Telemundo senior vice president, sports brand and content development, discuss how they are adapting to this new reality and how sports marketing might be forever changed.

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