In this episode, Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus one) engage with Dea Lawrence, Chief Operating Officer and Chief Marketing Officer of Variety, discussing the brand's rich history and its evolution over 120 years. Dea shares insights on her dual role, the importance of staying true to the brand's DNA while adapting to modern trends, and the significance of storytelling in marketing. The conversation also delves into the rise of branded content, the influence of creators, and the strategies behind successful events and partnerships in the entertainment industry.

Takeaways

Dea Lawrence emphasizes the importance of knowing your brand's DNA.
Variety has successfully adapted while maintaining its core values.
The brand is a leader in identifying cultural trends and moments.
Branded content is a significant trend in the entertainment industry.
Creators are essential for modern marketing strategies.
Storytelling is crucial in both entertainment and marketing.
Variety's events are designed to align with cultural moments.
Trusting creators is vital for effective partnerships.
The entertainment landscape is constantly evolving, requiring brands to adapt.
Understanding audience emotions is key to successful marketing.

Chapters

00:00 Introduction to Variety's Legacy

01:18 Dea Lawrence's Journey and Role at Variety

03:10 Adapting a Legacy Brand for Modern Times

05:01 Reinventing Variety: New Events and Cultural Relevance

10:35 Trends in Brand Partnerships and Content Creation

17:21 The Business of Influence and Creator Marketing

22:32 Staying True to Brand Values in a Changing Landscape

24:34 The Power of Storytelling in Marketing

Inside Variety: Dea Lawrence on Leading a 120-Year-Old Brand Into the Future