The Variety’s Entertainment Marketing Summit, presented by Deloitte, was a gathering of top marketing executives from various industries such as film, television, video gaming, and fashion. Held at Neuehouse in Hollywood, the event provided a platform for participants to share insights into their marketing strategies and operations.
Throughout the all-day summit, several recurring themes emerged. Panelists discussed the importance of engaging existing fandoms, reaching out to younger Gen Z consumers, and the evolving relationships between creators and brands.
In the “The Right Stuff – Impact Marketing Roundtable,” Darren Abbott, chief brand officer for Hallmark, emphasized the need to move away from a demographic approach to reaching audiences. He stressed the importance of understanding the psychographic profile of consumers and creating authentic connections.
During the “Breaking Through to the New American Consumer” panel, Gayle Troberman, executive marketing advisor at iHeartMedia, highlighted the pitfalls of targeting specific demographics and emphasized the need to reach a broader audience to drive sales.
“The Business of Bravo: How Brands Tap into the Bravoverse” panel featured Allison Levin, president of advertising and partnerships at NBCUniversal, and Dorit Kemsley, a reality star on “The Real Housewives of Beverly Hills.” They discussed the success of BravoCon and the deep engagement of fans with the Bravo brand.
In the “From Players to Creators: How Gamers Are Shaping the Creator Economy” panel, executives from Havas Play discussed the significant impact of video game creators in the media marketing sphere. They emphasized the buying power and control that creators have over their careers, as well as the importance of brand partnerships.
Lastly, the “Gen Z Levels Up – Today’s Power Consumer Group” panel brought together marketing leaders from e.l.f. Beauty, J.Crew, Hulu, Sony Pictures Entertainment, and Blizzard Entertainment to discuss the influence of Gen Z consumers on the market.
Overall, the Variety’s Entertainment Marketing Summit provided valuable insights and perspectives on the ever-changing landscape of marketing in the entertainment industry.Participants left the event with a deeper understanding of how to engage audiences, build authentic connections, and adapt to the evolving preferences of consumers in today’s market. In a recent statement, Monica Austin, the chief marketing officer of Blizzard Entertainment, emphasized the importance of incorporating Gen Z voices into the company in order to understand and attract this generation. Austin stated that Gen Z individuals will play a pivotal role in shaping the company’s brands and strategies. She stressed the need to involve them in the decision-making process rather than speculating about their preferences.
On the topic of integrating AI into marketing strategies, Jenn Lockhart, the senior vice president of sales at Teads, highlighted the significance of leaders embracing AI technology. Lockhart emphasized the need to demystify AI and make it a part of everyday workflows to enhance efficiency and strategy implementation within the team.
Sara Pollack, the global head of consumer marketing at Pinterest, shared an insightful example of how the platform engaged with fans through a partnership with the K-Pop group ENHYPEN at Coachella. By creating a Pinterest board filled with denim aesthetics, the group influenced the audience to wear denim at their performance, showcasing the power of fandom engagement.
Jo Fox, the senior vice president of marketing at ESPN, discussed the challenges of engaging younger audiences who consume media across various platforms. Fox emphasized the importance of incorporating cultural elements beyond sports to attract and retain audience interest.
Joe Whitmore, the executive vice president of global marketing at Sony Pictures Entertainment, shed light on the strategy behind launching franchise installments like “28 Years Later.” Whitmore highlighted the balance of catering to existing fans while attracting new ones through strategic marketing campaigns and promotional activities.
Overall, these insights from industry leaders underscore the importance of adapting to changing audience preferences, leveraging technology like AI, engaging with fandoms, and crafting compelling marketing campaigns to connect with diverse audiences effectively. By understanding and embracing these trends, companies can stay relevant and successful in the ever-evolving landscape of digital marketing.
