• Life Beyond May Sweeps: Marketing And Measurement In An Always-On World
    Marketers in the TV entertainment industry used to dance to a nice, predictable cadence. Programming was synced with the school year and punctuated by regularly recurring ratings periods like the just-completed May Sweeps. Three major networks had a captive audience that obligingly showed up at appointed times and watched programs from end to end.
  • Great Context + Association = Great Marketing
    Last weekend I had the fortune of attending "Wishes in Wine Country," an annual fundraiser benefiting the Greater Bay Area chapter of the Make-A-Wish Foundation. What an amazing day! A croquet-themed event hosted at Sonoma-Cutrer Vineyard, the beauty of the location was only outdone by the quality of the guests. Hundreds of individuals from all walks of life, coming together to support the Make-A-Wish mission of enriching the human experience of children with life-threatening medical conditions with hope, strength, and joy was wonderful to witness. And everyone dressed in white - the standard for a croquet match - was quite ...
  • Influencer Marketing Is Not Programmatic - And That's Just Fine
    Entertainment marketers have been savvy adopters of influencer marketing to build buzz, drive tune-in, and entice consumers to make a pre-release purchase.
  • A Tempest In A Periscope
    Like millions of people, I watched the Floyd Mayweather vs. Manny Pacquiao fight. And like many of the other people I watched it with and talked to afterward, I wanted my money back. The bout was touted as the "fight of the century" but was very much a snoozer. The big knock-out was how the fight performed for PPV broadcast companies and a couple of recently launched live-streaming apps.
  • Words From The Wise Man: Thank You, Roger Mayer
    The entertainment world lost another icon when Roger Mayer passed away on March 24. A long-time executive of Turner Broadcasting, Mayer was loved and respected by just about everyone he came into contact with during his double-digit years in the industry. I certainly loved him-he was my mentor and my hero. He literally saved my life! But that's a story for another day.
  • Hacking The Social Super Bowl (Or, How To Take Advantage Of Tentpole Events To Achieve Brand Success)
    Only a handful of marketers get a chance to tie an ad campaign to the incredible momentum a watershed entertainment moment like the Super Bowl or Oscars generates. Thanks to the forever-changed landscape of second screen and social activity, you'd expect it to be a simple thing to step away from the traditional TV buy and pump resources into digital channels. Yet, so many brands stumble when they try to run this play.
  • Reframe Your Approach; Think Experiment, Not Test
    While still the steward of brands, marketers have relinquished much of the brand control to the audience they are trying to attract. As a result, experience management has become a main responsibility of the marketing team. From first impression, through bonding, and ultimately long-term loyalty, marketers are faced with an ongoing challenge of changing customer preferences, new interaction options, and an advertising environment that is ever expanding.
  • Five New Rules for Entertainment Marketers
    Marketing in today's connected world is a challenge no matter what type of audience your brand is trying to reach. But for entertainment marketers, who are working to reach today's Millennial audiences, this challenge is exceptionally difficult given the ever-changing ways they connect and share what they know and love.
  • Real-time Video Is Off To The Races
    "Pulp Fiction" had many great scenes between Jules and Vincent in Quentin Tarantino's classic film. In the above scene, Vincent, played by Travolta, talks about being in the red (that red part of the tachometer on your dashboard that you never get to), the danger zone.
  • Helping Hollywood Tell Honest Stories
    As a person in recovery, I'm an avid fan of shows like "Mom," "Intervention" and "Private Practice." They seem to "get" addiction and recovery, and provide honest, sometimes serious, sometimes humorous portrayals of both. I've often wondered how they get it right. Are their creators and writers in recovery themselves? I don't know - but what I do know is that they use the great resources provided by the Entertainment Industries Council (EIC).
« Previous Entries