• by Steve Smith , Staff Writer @popeyesm, December 6, 2024

The Barbie movie was the kind of cultural/media/content marketing phenom that is great to have yet hard to replicate. But Toymaker Mattel has learned a lot from this and its other brands about recreating reach and frequency in a radically fragmented audience landscape. At last month’s Brand Insider Summit: CPG, SVP, U.S. Marketing, Jason Horowitz gave us a look at their new playbook – everything from managing an explosion of media partners and assets to recognizing the importance of bold ideas and creative to capture attention. Those old GRPs may be gone, but a new playbook can produce over 6 billion YouTube views a year. You can listen to the entire podcast at this link.