• by November 1, 2002

MP: Can you be specific about what a "cross-platform strategic entertainment marketing firm" will do?

SM: We develop marketing programs based on entertainment content (music, movies, television, games, and sports) that live across multiple distribution vehicles such as live events, television, film, internet, radio, print, outdoor and placed-based media. This includes everything from promotions to product placement to custom programming. In short, it's about the creation of ideas and our ability to manage the execution of those ideas across multiple media channels and venues.

MP: What's the compelling case for breaking entertainment out as a specialty for an agency?

SM:The entertainment industry has it's own nuances and requires a focus to bridge the worlds of advertising and entertainment. We feel like our organization can provide the common language for that bridge. Our relationships with many of Hollywood's leading companies, and our understanding of the advertising and entertainment worlds, gives us a unique perspective to work with agencies and their clients to navigate the exciting, but sometimes challenging, world of entertainment.

MP: What are entertainment companies doing now that you like?

SM: I believe that with the increased pressure of production costs for original content, entertainment companies are more open to advertiser involvement from a content, as well as financial, perspective. Because of this reality, there is now a real sense of collaboration from content producers (studios, production companies, television networks) to actively engage in content creation that is more relevant to advertisers marketing goals and their core consumers. Overall, we see this is a positive trend in the branded content space. With the ability to help shape the content, this will entice more advertisers to step up to the plate financially.

MP: What are the best content vehicles right now for entertainment marketing?

SM: I believe it's a proper mixture of television, film, internet music and live event content. But, as always, it depends on the program that is being created and the proper distribution channels to get to your desired audience. The reason a company likes ours exist is because of our ability to identify the right mixture of channels and create a brand-appropriate program that works cohesively with a marketers goals.

MP: Give us some entertainment campaigns this year that you have respect for.

Entertainment Campaigns that I currently like SM: include Sony/MIB 2; Spiderman/Cingular; BMW Films and the recently aired Fox TV Show "24" and Ford Motor Company. While not perfect in every aspect of the execution, all maintained the "purity of content" and integrated it with the goals of advertisers. Further, they utilized all platforms for distribution of the marketing message.

MP: Last book read.

SM: Babywise. My wife and I are expecting our first child any day now.

MP: Favorite movie and why.

SM: "Wag the Dog." It provides an absurd nod to Hollywood's influence on American culture.