On Strategy Showcase: Live from Los Angeles – Brands + Entertainment

Release Date: November 24, 2024
Host: Fergus O’Carroll
Episode Title: Live from Los Angeles: Brands+Entertainment

Introduction and Event Overview

In this engaging episode of On Strategy Showcase, host Fergus O’Carroll delves into the evolving intersection of brands and entertainment. Recorded live in Los Angeles on November 7th, the episode features a distinguished panel from the industry, discussing how brands are increasingly integrating with entertainment to craft compelling narratives and drive marketing success.

Key Highlights:

• Fergus O’Carroll introduces the topic and panelists.
• Overview of the role branded entertainment plays within the marketing mix.
• Exploration of why brands are establishing their own production companies.
• Discussion on balancing brand presence within entertainment content.
• Analysis of various return on investment (ROI) types from entertainment partnerships.

Panel Introductions

Fergus introduces an elite panel comprising:

• Jack Verschleiser – Director of Business Strategy at Super Connector Studios.
• Zoe Fairborn – Head of Partnerships and Branded Entertainment at Reese Witherspoon's hello Sunshine.
• Isaiah Longawa – Global Partner Executive Strategy Director at Anomaly.
• Mark Gilbar – President of Brand and IP at Imagine Entertainment.
• Jen Costello – Global Chief Strategy Officer at TBWA Chiat Day (hosted by Tbwa Chiat Day).

Defining Branded Content vs. Branded Entertainment

Zoe Fairborn initiates the conversation by defining branded content and branded entertainment, highlighting their nuanced differences. The panel agrees that while both aim to blend brand messaging with engaging content, branded entertainment tends to be more integrated and less overtly promotional.

Notable Quote:

Zoe Fairborn [16:04]: "We call it brand partnered entertainment because we are partnering with them to create a piece of entertainment that stands on its own."

The Role of Brands in Entertainment

The discussion revolves around why brands are increasingly venturing into entertainment. Mark Gilbar emphasizes that storytelling has always been central to Imagine Entertainment, evolving from feature films to premium TV and now to branded content.

Notable Quote:

Mark Gilbar [10:43]: "Our storytelling lens has always been defined as inspiring stories of human achievement."

Jack Verschleiser shares how Super Connector Studios connects brands with consumers through innovative entertainment strategies, citing collaborations like Drop of Sunshine, a wine brand partnered with hello Sunshine and Treasury Wine Estates.

Balancing Brand and Entertainment Goals

Panelists discuss the delicate balance between embedding a brand within entertainment without overpowering the narrative. Mark Gilbar explains that at Imagine Entertainment, the focus remains on creating authentic stories, with brands financing projects that align with their values rather than directing content.

Notable Quote:

Mark Gilbar [21:36]: "We're looking for partners that align with our core mission. We want to partner to tell a story we would want to tell even if the brand wasn't involved."

Jen Costello highlights that branded entertainment offers an emotional connection that traditional advertising often lacks, arguing that even smaller brands can leverage authentic storytelling to resonate with audiences.

Notable Quote:

Jen Costello [26:22]: "Entertainment is emotion. Entertainment makes people feel something and emotion is what builds brands."

ROI and KPIs in Branded Entertainment

A critical aspect discussed is the return on investment (ROI) for branded entertainment. Jack Verschleiser outlines both direct and indirect ROI metrics, using the example of "Day Sports Stood Still" where his company profited from co-producing content with Imagine Entertainment.

Notable Quote:

Jack Verschleiser [09:45]: "when Imagine Entertainment was able to sell it to Max, Waffle Iron Entertainment actually made a profit on that project."

Fergus O’Carroll emphasizes the importance of aligning branded entertainment initiatives with clear business objectives, ensuring that investments yield measurable outcomes in brand awareness, consumer engagement, and sales growth.

Case Studies and Examples

The panel references several successful branded entertainment projects:

• Uncle Drew – Initially a TV commercial, later expanded into a feature film demonstrating the scalability of branded content.
• Ted Lasso – Originated as a short branded entertainment piece before becoming a widely acclaimed series.

Mark Gilbar reflects on these examples, stressing the necessity of protecting intellectual property (IP) and maintaining creative integrity when brands are involved.

Notable Quote:

Mark Gilbar [34:21]: "You need to have some protection over the IP that your people are creating."

The Role of Agencies in Branded Entertainment

The conversation shifts to the evolving role of agencies like TBWA Chiat Day. Jen Costello discusses how agencies are redefining their services by integrating branded entertainment into their offerings, positioning it as a strategic tool alongside traditional advertising.

Notable Quote:

Jen Costello [15:50]: "Entertainment is just another tool in the toolkit to solve a big problem."

Isaiah Longawa from Anomaly highlights the necessity for agencies to adapt their business models to accommodate the creative and strategic demands of branded entertainment, ensuring they remain integral in the decision-making process.

Strategies for Implementing Branded Entertainment

Panelists offer strategic insights for brands considering entering the entertainment space:

• Define Clear Brand Values: Alignment between brand values and the narratives being told is crucial.
• Partner with Creative Talent: Collaborating with talented producers, directors, and storytellers ensures authentic and engaging content.
• Leverage Existing IP: Brands with rich histories or archives can repurpose existing IP to create compelling stories.
• Balance Control and Creativity: Allow creative partners the freedom to craft stories that resonate, while ensuring brand messaging remains consistent.

Notable Quote:

Jen Costello [57:10]: "Celebrity and entertainment can help expand your brand's perspective and allow people to experience it in a different way that marketing and advertising simply can't."

Challenges and Considerations

The panel addresses several challenges in branded entertainment:

• Maintaining Authenticity: Ensuring that brand integration does not overshadow the storytelling aspect.
• Measuring Impact: Developing robust KPIs to assess the effectiveness of entertainment initiatives.
• Long-Term Commitment: Recognizing that branded entertainment often requires a longer investment horizon compared to traditional advertising.
• Risk Management: Balancing creative freedom with brand protection to mitigate potential risks associated with content.

Notable Quote:

Isaiah Longawa [19:20]: "Branded entertainment is a high bar to clear. It has to resonate and stand out in a saturated cultural environment."

Audience Q&A Highlights

The live episode features a dynamic Q&A session where audience members pose questions to the panelists:

1. AI in Branded Entertainment:

   • Angela inquires about the use of AI to manipulate old IP. Mark Gilbar responds by highlighting ongoing discussions about AI's impact on talent and content creation, noting that while AI is a hot topic, its integration into branded content remains cautious.

2. Brands as Entertainers:

   • Reza asks whether brands themselves can act as entertainers, citing examples like Duolingo and Ryanair. Mark Gilbar and Jen Costello affirm that brands can indeed adopt entertainment roles, provided they maintain authenticity and align with their core values.

3. Trading Long-Term vs. Short-Term Entertainment Efforts:

   • Luis questions how to convince brands to invest in long-term entertainment strategies. The panel suggests starting with smaller, quicker projects like documentaries to build trust and demonstrate ROI before committing to larger-scale initiatives.

4. Impact of Political Involvement on Branded Content:

   • Stephanie raises concerns about brands’ political stances affecting their entertainment partnerships. Zoe Fairborn emphasizes the importance of maintaining an inclusive and neutral stance to foster diverse voices within branded content.

Conclusion

The episode wraps up with Fergus summarizing the key takeaways:

• Branded entertainment offers a powerful avenue for brands to connect emotionally with audiences, differentiate themselves, and build lasting cultural relevance.
• Successful integration requires clear alignment of brand values, strategic partnerships with creative talent, and a balanced approach to control and creative freedom.
• Measuring ROI in branded entertainment encompasses both direct financial gains and indirect benefits like brand love and increased engagement.
• Agencies play a pivotal role in navigating the complexities of branded entertainment, acting as strategic partners to brands aiming to evolve their storytelling capabilities.

Fergus invites listeners to join the upcoming live show in Chicago on December 5th and encourages exploration of branded entertainment as a strategic component in modern marketing.

Final Quote:

Fergus O’Carroll [85:00]: "Branded entertainment is about building a universe that resonates with your audience and stands the test of time, much like the iconic stories we all love."

Note: Timestamps in brackets indicate the approximate position of the quoted segments within the transcript.