WEBVTT 1 00:00:02.720 --> 00:00:06.200 Hello, Hello, you fine young cannibals. 2 00:00:07.879 --> 00:00:08.839 Yes, there we go. 3 00:00:09.439 --> 00:00:13.320 We're Yes, We're gonna definitely all show our age during 4 00:00:13.359 --> 00:00:18.719 this panel. It's happening, people, This panel is happening. It's 5 00:00:18.760 --> 00:00:22.480 been fifty something days since it's rained. Yeah, I know, 6 00:00:22.519 --> 00:00:25.480 where's Rick? Rick is not wearing a hat like I mean, 7 00:00:25.519 --> 00:00:28.239 come on, there's like a lot of very earth shattering 8 00:00:28.280 --> 00:00:32.560 things happening here. I'm Michelle Fino, or just Fino, as 9 00:00:32.600 --> 00:00:37.280 most of you know me. This is a conversation about 10 00:00:37.759 --> 00:00:40.920 branded entertainment, or what I also like to call don't 11 00:00:40.920 --> 00:00:43.200 be a deck. How do you get your friends together 12 00:00:43.799 --> 00:00:47.600 on stage and talk about doing a deal together. This 13 00:00:47.640 --> 00:00:50.640 is a great segue from the last panel everybody was 14 00:00:50.759 --> 00:00:53.439 you know, Fred was talking about like that's great that 15 00:00:54.079 --> 00:00:57.280 Mark is investing a billion dollars into content, but no 16 00:00:57.320 --> 00:01:00.399 one's gonna watch a string of ad after ad ad. 17 00:01:00.960 --> 00:01:02.159 Well, look, these. 18 00:01:02.039 --> 00:01:04.920 Fine young cannibals are the solution here on the stage. 19 00:01:05.200 --> 00:01:07.200 So I'm Michelle Fino. I run my. 20 00:01:07.200 --> 00:01:10.519 Own consultancy after Crackle Chicken Soup for the Soul, which 21 00:01:10.519 --> 00:01:12.280 is where I worked when I last spoke to you 22 00:01:12.319 --> 00:01:16.439 all in San Francisco. Imploded my consultancy is based on 23 00:01:16.480 --> 00:01:19.480 the intersection of four bubbles, if you will, If anybody's 24 00:01:19.519 --> 00:01:24.680 a drawer in their notebooks, the convergence of advertising, distribution, 25 00:01:25.640 --> 00:01:29.680 entertainment and content and purpose and social good. So that's me, 26 00:01:29.959 --> 00:01:32.879 But I'm going to let the panel introduce themselves. We 27 00:01:32.959 --> 00:01:35.799 have a replacement. So it might say in your program 28 00:01:35.920 --> 00:01:37.920 that Kate Durina was going to be here from Charter. 29 00:01:38.079 --> 00:01:40.400 She woke up this morning Sensor apologies with one hundred 30 00:01:40.400 --> 00:01:43.840 and two fever. So luckily I coerced Brian to join 31 00:01:43.920 --> 00:01:46.719 us on stage. But I'll actually let you go first there. 32 00:01:46.840 --> 00:01:49.719 Oh boy, pressure. So my name is Brian Kekch. 33 00:01:50.200 --> 00:01:53.040 I'm currently working for an FMCG company in the media space, 34 00:01:53.159 --> 00:01:57.239 but previously worked at Mark Burnett Productions in international distribution 35 00:01:57.799 --> 00:02:01.159 and production, and then at Fremantle Media and Singapore. Are 36 00:02:01.159 --> 00:02:04.359 looking after things like The Apprentice, Asia's Got Talent, etc. 37 00:02:06.799 --> 00:02:09.199 This wonderful gentleman next to me. 38 00:02:09.719 --> 00:02:15.719 I'm Chris Bizzarro, Media Group Principal. There we have three 39 00:02:15.759 --> 00:02:18.879 bubbles that line up. That's the reason why Fino and 40 00:02:18.879 --> 00:02:24.919 I've always got along in terms of content, branded content, distribution, advertising, 41 00:02:25.400 --> 00:02:27.759 not so much on the social good part, but that's 42 00:02:27.800 --> 00:02:31.159 your thing. We're just all about revenue, so I'll skip 43 00:02:31.199 --> 00:02:31.479 that part. 44 00:02:31.759 --> 00:02:34.719 I didn't originally put that in my stuff, but after 45 00:02:34.719 --> 00:02:36.560 the election, I think every action has to have an 46 00:02:36.560 --> 00:02:37.680 opposite equal reaction. 47 00:02:37.840 --> 00:02:41.400 So there we go. This guy the tallest guy in 48 00:02:41.439 --> 00:02:42.520 the stage. 49 00:02:42.159 --> 00:02:44.560 But you can't tell because I'm sitting Paul Furia. 50 00:02:44.759 --> 00:02:48.159 I lead content and creative packaging at Media by Mother, 51 00:02:48.199 --> 00:02:51.120 which is the media agency within Mother. I also stretch 52 00:02:51.159 --> 00:02:54.400 across some Mother and lead entertainment, content and partnerships for Mother. 53 00:02:54.479 --> 00:02:56.039 We're an independent creative agency. 54 00:02:56.960 --> 00:02:59.680 Everything I do, I'm kind of a popular guy at 55 00:02:59.680 --> 00:03:02.479 my career agency. I like to tell everyone that ads 56 00:03:02.520 --> 00:03:05.879 alone aren't working anymore and we should create more entertainment centric, 57 00:03:06.000 --> 00:03:07.280 less interruptive content. 58 00:03:08.080 --> 00:03:09.560 And that's hopefully what we'll chat about today. 59 00:03:09.599 --> 00:03:11.800 You should start saying, don't be a deck. Just start saying, 60 00:03:11.840 --> 00:03:12.360 don't be a deck. 61 00:03:12.439 --> 00:03:12.680 Yeah. 62 00:03:12.919 --> 00:03:16.479 So in San Francisco, Chris and I were on stage 63 00:03:16.520 --> 00:03:20.719 before and we had spoken high level about the seven 64 00:03:20.800 --> 00:03:23.039 or eight things you need, the seven or eight ingredients 65 00:03:23.080 --> 00:03:26.199 you need to make a successful branded entertainment show, and 66 00:03:26.280 --> 00:03:30.000 what branded entertainment is high level, So obviously you need 67 00:03:30.039 --> 00:03:33.439 an idea you need a producer, you need funding, you 68 00:03:33.479 --> 00:03:37.439 need distribution, you need corresponding media, you need marketing and publicity. 69 00:03:37.840 --> 00:03:41.400 The eighth ingredient, which is always parenthetical for me, is 70 00:03:41.560 --> 00:03:44.560 talent because we used to work on a talentless television 71 00:03:44.560 --> 00:03:46.719 show called American Idol and got talent, and you don't. 72 00:03:47.159 --> 00:03:49.439 If you have a great format, you don't actually need talent. 73 00:03:49.560 --> 00:03:50.840 But that's beside the point. 74 00:03:51.120 --> 00:03:54.719 So the first question, I could I just say that 75 00:03:54.759 --> 00:03:57.639 before that, we need a brand partner. 76 00:03:57.319 --> 00:04:00.800 That's you don't need a deck, not say deck exactly. 77 00:04:00.400 --> 00:04:02.719 A brand partner that's brave enough and committed enough to 78 00:04:02.759 --> 00:04:05.879 be able to say, I want to do branded I want. 79 00:04:05.639 --> 00:04:06.639 To do branded content. 80 00:04:06.759 --> 00:04:09.639 I don't want to be where's Mark Lee on Mark 81 00:04:09.719 --> 00:04:12.439 Lee's TV? And string after string after string of ad. 82 00:04:13.360 --> 00:04:15.439 So we'll go to life theory. We'll start with you. 83 00:04:15.599 --> 00:04:18.600 What parts of those ingredients do you touch in your 84 00:04:18.639 --> 00:04:19.240 day to day job? 85 00:04:19.279 --> 00:04:22.839 Now, first of all, I was not supplied those prior 86 00:04:22.879 --> 00:04:26.560 to this conversation. Now I I, uh, we touch all 87 00:04:26.560 --> 00:04:28.800 of them. I think I think the you know what 88 00:04:28.879 --> 00:04:33.000 I said before that the first, uh, the first ingredient 89 00:04:33.040 --> 00:04:35.079 in the recipe is making sure that we that we 90 00:04:35.560 --> 00:04:39.079 are evangelizing to our to our brands that we want 91 00:04:39.120 --> 00:04:41.399 to be able to create content that actually engages and 92 00:04:41.399 --> 00:04:44.160 attracts an audience versus interrupts them. And I think that 93 00:04:44.160 --> 00:04:49.079 that begins with a client who's bold enough to understand that, sure, 94 00:04:49.199 --> 00:04:51.319 we need to make sure that our entertainment, our our 95 00:04:51.759 --> 00:04:54.920 advertising messaging is there and as part of the ecosystem, 96 00:04:54.959 --> 00:04:57.519 but that within that, at the center of our content, 97 00:04:57.600 --> 00:04:59.720 that center of our messaging, that we can create something 98 00:04:59.759 --> 00:05:05.040 that actually finds an audience where in the way they're 99 00:05:05.079 --> 00:05:08.199 consuming content because they have complete control. 100 00:05:07.920 --> 00:05:09.399 Over what they're consuming. 101 00:05:09.680 --> 00:05:13.839 So from across the board, from our creative side, and 102 00:05:13.879 --> 00:05:17.480 actually you mentioned Fred earlier on the panel. Earlier, Dallas 103 00:05:17.480 --> 00:05:20.319 actually made a great point. I work at a creative agency. 104 00:05:20.360 --> 00:05:25.279 There's absolutely creative directors at our company who are saying 105 00:05:25.319 --> 00:05:27.439 we don't want to only create ads. We want to 106 00:05:27.480 --> 00:05:29.639 be able to create more long form and engaging content. 107 00:05:29.720 --> 00:05:34.720 So within our even our own employee base, we start 108 00:05:34.759 --> 00:05:37.519 to make sure that we are engaging our brands on 109 00:05:37.800 --> 00:05:40.360 ideas that will stretch beyond what they're asking us for. 110 00:05:41.759 --> 00:05:44.240 Bizerro, what pieces of the puzzle do you touch? 111 00:05:45.120 --> 00:05:51.279 So as a company like you where to get that 112 00:05:51.319 --> 00:05:52.160 brand to commit. 113 00:05:52.399 --> 00:05:54.120 It's always a finding the right brand, right. 114 00:05:54.160 --> 00:05:56.120 So if we got five brands, there's four of them 115 00:05:56.319 --> 00:05:58.639 who just want thirty. Some of them won just get 116 00:05:58.639 --> 00:06:02.199 out there programmatically or do a direct io by on thirties. 117 00:06:02.199 --> 00:06:05.519 That's wonderful, that's great. The machine turns, you make money. 118 00:06:05.560 --> 00:06:09.079 It's still part of the ecosystem. But there's some that 119 00:06:09.240 --> 00:06:11.680 actually do see the investment, do want to do it 120 00:06:12.040 --> 00:06:14.560 for us. We're fortunate enough to have a little travel 121 00:06:14.560 --> 00:06:18.959 company called Expedia that likes to do that, so we 122 00:06:19.079 --> 00:06:21.839 co produce content with them, some of which has shown 123 00:06:21.920 --> 00:06:22.560 up on Kruckle. 124 00:06:22.879 --> 00:06:26.879 Thank you for all of that. We're launching use a Deck. 125 00:06:26.959 --> 00:06:28.720 I don't think we did have to use a deck. No, 126 00:06:28.920 --> 00:06:29.560 don't be a deck. 127 00:06:29.680 --> 00:06:30.560 Nope, there you go. 128 00:06:32.279 --> 00:06:36.120 We're launching a show for a Jordan called Super Supper 129 00:06:36.160 --> 00:06:40.160 Club that's going to go up on Visio, a big 130 00:06:40.199 --> 00:06:44.959 homescreen banner that pushes to that show starting December first. 131 00:06:45.720 --> 00:06:51.120 So we're fortunate that Expedia internally has realized the value 132 00:06:51.120 --> 00:06:54.040 that they have a group internally dedicated to doing this, 133 00:06:54.240 --> 00:06:57.800 and it's Leap's job to get that out to various 134 00:06:57.839 --> 00:07:01.480 distribution platforms, broadcast cables, dreaming around the world. 135 00:07:02.240 --> 00:07:03.920 And more importantly, what do we do. 136 00:07:04.319 --> 00:07:08.680 We promote it a key ingredient where if a brand's 137 00:07:08.680 --> 00:07:13.399 gonna make such a huge investment, guess what, folks, because 138 00:07:13.439 --> 00:07:15.680 Expedia did fine. They came to us because they're like, 139 00:07:15.759 --> 00:07:18.040 we're making these beautiful shows and we're putting them up 140 00:07:18.079 --> 00:07:22.439 on expedia dot com and people aren't watching them. Like, well, right, 141 00:07:24.120 --> 00:07:26.439 guess what. People aren't going to Expedia to watch a 142 00:07:26.439 --> 00:07:27.360 twenty eight minute show. 143 00:07:28.600 --> 00:07:30.240 So our job is to get it. 144 00:07:30.199 --> 00:07:34.199 Onto previous platforms like like Crackle and Yta and RTV 145 00:07:34.319 --> 00:07:37.680 Travel Channel and the Zeo and all those wonderful places. 146 00:07:38.160 --> 00:07:41.639 But more importantly, to let people know via a fifteen 147 00:07:41.839 --> 00:07:44.120 or a thirty that pushes them, to let them know 148 00:07:44.199 --> 00:07:47.800 that that content is there. So promotion very key aspect. 149 00:07:48.000 --> 00:07:51.160 And if if you do it correctly, you can create 150 00:07:51.360 --> 00:07:54.399 that hygiene content, those fifties, those thirties from the same 151 00:07:54.480 --> 00:07:58.000 production that you're producing the entertainment centric content. So you 152 00:07:58.040 --> 00:08:01.399 arithortize that investment across what I hope to create that 153 00:08:01.399 --> 00:08:05.399 will actually engage in attractive consumer and the content that 154 00:08:05.439 --> 00:08:06.759 will hopefully earn that attribution. 155 00:08:07.000 --> 00:08:10.439 In fact, little tidbit you probably do this. 156 00:08:10.720 --> 00:08:12.680 The key is when I go back to the client 157 00:08:12.959 --> 00:08:15.879 of if the CPM for a show, because of all 158 00:08:15.920 --> 00:08:18.959 the investment is maybe a three hundred dollars CPM, but 159 00:08:19.120 --> 00:08:22.480 the CPM for the promo is actually three dollars. The 160 00:08:22.560 --> 00:08:25.079 ECPM back to them is ten dollars, and they go 161 00:08:25.240 --> 00:08:27.199 ten dollars, What a great deal, Let's do this all 162 00:08:27.319 --> 00:08:27.759 day long. 163 00:08:28.240 --> 00:08:29.759 So the key to go. 164 00:08:29.720 --> 00:08:32.639 Back to the client is actually to include the promos 165 00:08:33.159 --> 00:08:36.519 in with the show and therefore, like you said, amortizes 166 00:08:36.639 --> 00:08:39.279 and it makes it much more palable to them. That's 167 00:08:39.320 --> 00:08:41.360 been kind of a key for us with clients. 168 00:08:41.480 --> 00:08:41.679 Yeah. 169 00:08:41.799 --> 00:08:45.519 Absolutely, the three hundred is scary, ten is not. So 170 00:08:45.559 --> 00:08:48.399 how you can kind of recipe it all together and 171 00:08:48.399 --> 00:08:50.679 spit it out the right way. So, Brian, you and 172 00:08:50.720 --> 00:08:53.519 I have very similar backgrounds. You currently work at a brand. 173 00:08:53.759 --> 00:08:56.039 I used to work at a brand schlocking Brike pads, 174 00:08:56.919 --> 00:08:59.960 and we've also both worked at Fremantle. On the production side, 175 00:09:00.080 --> 00:09:04.159 are really on set trying to convince crazy, insane British 176 00:09:04.200 --> 00:09:06.679 or famous people to do stuff on behalf of a brand. 177 00:09:07.080 --> 00:09:09.879 So in the spectrum of the seven or eight things 178 00:09:09.879 --> 00:09:12.360 you need to make a successful b E show What 179 00:09:12.480 --> 00:09:13.799 pieces do you touch? 180 00:09:15.080 --> 00:09:18.679 So honestly, all of them to a point, and I 181 00:09:18.720 --> 00:09:22.240 would say the most important thing with all of them 182 00:09:22.320 --> 00:09:27.600 is equilibrium and balance. I've worked at the on the 183 00:09:27.600 --> 00:09:29.600 more creative side, on the production side, I've worked on 184 00:09:29.639 --> 00:09:33.519 the brand side, so I've experienced this from both sides, 185 00:09:33.720 --> 00:09:36.279 and on each of them, you get someone who wants 186 00:09:36.279 --> 00:09:39.679 something that is completely unreasonable because you have creative people 187 00:09:39.720 --> 00:09:43.200 who have these great ideas and they will create incredibly 188 00:09:43.240 --> 00:09:46.360 captivating content, but if no one's going to pay for it, 189 00:09:46.360 --> 00:09:48.519 it does not matter. And then you have people on 190 00:09:48.559 --> 00:09:51.639 the brand side who think that they are creative professionals 191 00:09:51.840 --> 00:09:54.759 who are like put my car in every scene or 192 00:09:54.799 --> 00:09:57.919 you know, whatever it might be, or like have oh 193 00:09:57.919 --> 00:10:01.159 my god. When I was at Mark Burnett, we did 194 00:10:01.159 --> 00:10:03.519 this show never saw the light of day, called Jingles, 195 00:10:03.960 --> 00:10:05.399 where people would write. 196 00:10:05.799 --> 00:10:08.080 Jingles for like brands. 197 00:10:08.159 --> 00:10:10.799 It was a brilliant idea, it never saw the light 198 00:10:10.840 --> 00:10:13.360 of day because the execution, which I think was one 199 00:10:13.399 --> 00:10:17.360 of your points, Oh my goodness, but there was a 200 00:10:17.440 --> 00:10:20.000 jingle for Ace Hardware And anyway, I'm not going to 201 00:10:20.080 --> 00:10:22.320 go down that rabbit hole. Balance because you get brand 202 00:10:22.360 --> 00:10:25.879 people who want something that is unreasonable, and so it's 203 00:10:26.080 --> 00:10:30.159 having someone or someones be able to see the creative 204 00:10:30.200 --> 00:10:32.960 side of what the brand wants and be able to 205 00:10:33.200 --> 00:10:35.919 work that into what the creative people want, so that 206 00:10:35.960 --> 00:10:39.320 you end up with something that is legitimately entertaining that 207 00:10:39.360 --> 00:10:42.559 people want to tune into over and over again, but 208 00:10:42.639 --> 00:10:46.600 also conveys whatever the brand message needed. 209 00:10:46.679 --> 00:10:50.000 Is Yeah, absolutely, And I think it's important to set 210 00:10:50.519 --> 00:10:54.519 the stage early on in the deal making process because 211 00:10:54.559 --> 00:10:57.240 I asked the same question of a producer as I 212 00:10:57.279 --> 00:11:00.279 do of a brand manager or director, which is is, 213 00:11:00.559 --> 00:11:03.759 after people see this show, what do you want them 214 00:11:03.799 --> 00:11:07.240 to do? The answer might be buy more Skittles, or 215 00:11:07.279 --> 00:11:10.159 buy more Panera soup bread Bulls, or buy more sugar 216 00:11:10.159 --> 00:11:14.159 free Red bull But it's also do you want them 217 00:11:14.200 --> 00:11:17.440 to care about the character development? Do you want them 218 00:11:17.440 --> 00:11:20.200 to tune into the next episode? Do you want them 219 00:11:20.240 --> 00:11:23.679 to potentially rally the water cooler for a second season. 220 00:11:24.120 --> 00:11:26.440 Do you want them to make sure that they. 221 00:11:26.279 --> 00:11:30.399 In fact are composting the correct way, or their kids 222 00:11:30.480 --> 00:11:33.440 have ample outside time to play. Whatever the message is 223 00:11:34.519 --> 00:11:37.120 making sure everybody is on the same page and knowing 224 00:11:37.120 --> 00:11:40.200 that everybody has a different POV and a different skill 225 00:11:40.240 --> 00:11:42.240 set to get us there to that point. 226 00:11:42.679 --> 00:11:46.759 So you know the other piece of this is, you know, branded. 227 00:11:46.399 --> 00:11:50.600 Content is fifty one percent really good content, fifty one 228 00:11:50.600 --> 00:11:54.039 percent really good distribution, and fifty one percent really good marketing. 229 00:11:54.120 --> 00:11:55.840 Right if you can't do if a tree falls in 230 00:11:55.879 --> 00:11:58.600 a forest. I remember having to produce a video and 231 00:11:58.639 --> 00:12:01.159 I had hire a guy that want to emmy, you know, 232 00:12:01.320 --> 00:12:03.799 and then the video lives on like you know Advance 233 00:12:03.840 --> 00:12:06.799 autoparts dot com, slash product slash videos. I think eleven 234 00:12:06.840 --> 00:12:09.840 people have seen it, including my mom, right, so there was. 235 00:12:09.840 --> 00:12:12.039 No distribution strategy, but she watched it twice. 236 00:12:12.200 --> 00:12:14.240 And my mom has watched it twice, so yes, exactly, 237 00:12:15.000 --> 00:12:17.399 both her hotmail and her Gmail have logged in. So 238 00:12:19.399 --> 00:12:22.759 there's the saying that thirty percent of content out there 239 00:12:23.120 --> 00:12:27.759 is corrosive, thirty percent of content out there is unfindable. 240 00:12:28.360 --> 00:12:31.000 How do we expand the forty I'm going to pick 241 00:12:31.000 --> 00:12:35.039 on you first other than all go ask Mark for 242 00:12:35.200 --> 00:12:37.279 where did he go for a deal to put more 243 00:12:37.279 --> 00:12:40.039 shows forty? In terms of do we expand the content 244 00:12:40.039 --> 00:12:41.159 that everybody is expan. 245 00:12:41.000 --> 00:12:44.879 The I do think back to there's not all clients 246 00:12:44.919 --> 00:12:46.519 who have a budget that expedy is going to do 247 00:12:46.559 --> 00:12:48.639 and hire the EPs and travel around the world and 248 00:12:48.639 --> 00:12:51.240 go to Jordan and be it like wonderful, beautiful, and. 249 00:12:51.200 --> 00:12:53.240 We're like so blessed to have these people. 250 00:12:53.799 --> 00:12:55.279 But on the other end of the spectrum, what do 251 00:12:55.320 --> 00:12:56.879 we do when someone brought up you know, there's an 252 00:12:56.879 --> 00:12:59.600 AI show, and you know what for all those other people, 253 00:13:00.200 --> 00:13:03.159 I have an AI show. It's based on an app 254 00:13:03.200 --> 00:13:07.559 called autocast, and it is you go to local, very 255 00:13:07.600 --> 00:13:09.840 local kind of thing, and it shows you to local 256 00:13:09.879 --> 00:13:12.799 coffee shop and it's just still frames And what do 257 00:13:12.840 --> 00:13:14.720 we do. We just aied the crap out of that 258 00:13:15.200 --> 00:13:17.679 and we can make it for five thousand. 259 00:13:17.559 --> 00:13:21.799 Bucks a show AI voice, you use the pictures. 260 00:13:21.799 --> 00:13:23.759 It just kind of ken Burns, you know, comes in 261 00:13:23.799 --> 00:13:26.960 and out. Is it gonna win an Emmy? Well, god no, 262 00:13:28.320 --> 00:13:29.720 Will consumers watch it? 263 00:13:29.879 --> 00:13:32.919 Yes? Will I put programmatic thirties into that show? Yes? 264 00:13:33.519 --> 00:13:35.240 So I think that's. 265 00:13:35.080 --> 00:13:37.480 One way to do it is you got to find 266 00:13:37.480 --> 00:13:40.440 those budget points for those certain clients. And there's some 267 00:13:40.519 --> 00:13:43.200 that a five thousand dollars AI produced travel show will 268 00:13:43.200 --> 00:13:44.720 work just mine. 269 00:13:44.759 --> 00:13:48.600 I'd say, to leverage, leverage the brand and their reach. 270 00:13:49.120 --> 00:13:51.399 So if you're working with Let's just say Panera wanted 271 00:13:51.440 --> 00:13:54.519 to do a cooking show that involved red I don't 272 00:13:54.519 --> 00:13:55.399 know making this stuff off the. 273 00:13:55.440 --> 00:13:56.320 Top of my head. 274 00:13:56.600 --> 00:14:01.039 Panera has a literal crap ton of locations technical term. 275 00:14:01.440 --> 00:14:03.840 And if they promote we said crap. 276 00:14:03.639 --> 00:14:06.559 At least six times, does anybody, Kathy, You're probably keeping track, right, 277 00:14:06.679 --> 00:14:07.519 somebody's keeping track. 278 00:14:07.559 --> 00:14:11.519 Okay, if they promote that show at their checkout in 279 00:14:11.600 --> 00:14:13.840 each of their stores and it's on Hulu or it's 280 00:14:13.879 --> 00:14:16.919 on LG or it's on whatever, people interact with that 281 00:14:17.000 --> 00:14:17.440 every day. 282 00:14:17.440 --> 00:14:20.519 They see it when they're checking out. Are they registering it? Maybe? 283 00:14:20.600 --> 00:14:22.799 If you have a name, talent is something where you 284 00:14:22.840 --> 00:14:24.679 don't have to rely on the format. And like, I 285 00:14:24.720 --> 00:14:27.000 haven't watched Martha, but someone is telling the Martha Stewart 286 00:14:27.039 --> 00:14:29.360 Show on Netflix. But someone's telling me about yesterday. Let's 287 00:14:29.399 --> 00:14:32.320 say she was doing something with Panera, Panera was promoting it. 288 00:14:32.399 --> 00:14:36.159 They're like, watch it on Netflix. You're leveraging the reach 289 00:14:36.519 --> 00:14:39.320 of the physical location where people's. 290 00:14:38.879 --> 00:14:39.799 Eyes are captive. 291 00:14:40.240 --> 00:14:44.919 I'm like, that can't be undersoul or understated, undervalued. 292 00:14:45.240 --> 00:14:47.879 Yeah, Brian, Brian's making lots of smart points. That's why 293 00:14:47.919 --> 00:14:50.679 he's on the panel. But it's called Brendan entertainment. I 294 00:14:50.679 --> 00:14:53.840 think you mentioned it before, Michelle. It's not just called entertainment. 295 00:14:53.879 --> 00:14:57.080 So the point behind it is to at least communicate 296 00:14:57.600 --> 00:15:00.720 messaging on behalf of the brand. If it's just a 297 00:15:00.799 --> 00:15:03.440 long commercial, no one's going to pay attention if it's 298 00:15:04.000 --> 00:15:08.720 entertainment first. But within your marketing mix, you let the 299 00:15:08.759 --> 00:15:11.279 creative and the entertainment content do what it's supposed to do, 300 00:15:12.159 --> 00:15:14.240 but you leverage your media investment to be able to 301 00:15:14.320 --> 00:15:17.320 drive eyeballs to it. I think then and all of 302 00:15:17.360 --> 00:15:20.320 the touch points of the brand, you're actually able to 303 00:15:20.360 --> 00:15:23.720 then hopefully use all of the different arms of the 304 00:15:23.759 --> 00:15:26.360 brand to be able to get them to view that 305 00:15:26.399 --> 00:15:27.000 forty percent. 306 00:15:27.159 --> 00:15:29.679 It really isn't mean when you said it is so 307 00:15:29.799 --> 00:15:32.360 surprising sometimes when you walk in a brand and just go. 308 00:15:32.360 --> 00:15:35.120 What's your ROI for this? Right? Always our first question, 309 00:15:35.759 --> 00:15:38.360 And it's amazing many times they don't know. Right. 310 00:15:38.399 --> 00:15:41.679 They're working on the brand so long, they don't necessarily 311 00:15:41.960 --> 00:15:43.480 know what the ROI is. 312 00:15:44.039 --> 00:15:45.240 And you want to do it to do it? 313 00:15:45.360 --> 00:15:46.799 Yeah, they just want to do it to do it, 314 00:15:46.919 --> 00:15:50.200 and or probably even worse, you get four different answers 315 00:15:50.240 --> 00:15:52.519 from four different people at the brand or at the agency, 316 00:15:52.559 --> 00:15:55.120 which you know, then that becomes a whole other thing itself. 317 00:15:55.600 --> 00:15:57.879 But yeah, it's such an interesting starting point. 318 00:15:58.240 --> 00:16:03.960 Yeah, Paul, what was the question that your insurance client 319 00:16:04.000 --> 00:16:06.440 wanted answered with your big partnership with the Celtics. 320 00:16:06.919 --> 00:16:07.279 Wow. 321 00:16:08.919 --> 00:16:12.519 So we represent Amika Insurance, which is quietly one of 322 00:16:12.559 --> 00:16:16.159 the best insurance companies in the industry. They're based in 323 00:16:16.200 --> 00:16:18.279 Rhode Island. I grew up in Rhode Island, ten minutes 324 00:16:18.320 --> 00:16:21.600 away from there, and they a couple of years ago 325 00:16:21.679 --> 00:16:24.679 we introduced a new positioning for them, which was and 326 00:16:24.679 --> 00:16:27.879 this is our creative side of our house that in 327 00:16:27.919 --> 00:16:32.320 the world of insurance, it's very much about you know, 328 00:16:32.440 --> 00:16:35.799 characters and gimmicks and saving fifteen percent on you know, 329 00:16:35.799 --> 00:16:37.879 fifteen minutes will save you fifty percent of car insurance 330 00:16:37.879 --> 00:16:40.480 and a get go and mayhem and all of that 331 00:16:40.559 --> 00:16:44.720 is lovely, but it also is it can be it 332 00:16:44.759 --> 00:16:46.679 can feel gimmicky to people in the moment when they 333 00:16:46.679 --> 00:16:50.720 need insurance. And the positioning for Amica, who has more 334 00:16:50.799 --> 00:16:55.799 JD Power awards than any other insurance company, sixty of them, 335 00:16:55.840 --> 00:16:59.840 actually is that their customer service is unmatched and that 336 00:17:00.200 --> 00:17:02.799 are there for their consumer and they over deliver and 337 00:17:03.200 --> 00:17:05.759 when you call them, they don't say hey, you know. 338 00:17:05.720 --> 00:17:07.799 Where are you? They always ask how are you? First? 339 00:17:07.920 --> 00:17:10.720 And so our positioning for them was empathy is our 340 00:17:10.720 --> 00:17:16.559 best policy and that that white space of being able 341 00:17:16.599 --> 00:17:20.279 to own caring about someone during an insurance moment has 342 00:17:20.279 --> 00:17:22.799 been really effective for them over the past two years 343 00:17:22.799 --> 00:17:23.599 since we launched it. 344 00:17:23.640 --> 00:17:25.920 So they're headquartered nerhe Island. 345 00:17:26.720 --> 00:17:30.359 One of the one of the key messages for us 346 00:17:30.519 --> 00:17:33.880 was to grow where we needed to grow in our 347 00:17:34.480 --> 00:17:38.160 in the New England, and the CMO at one point 348 00:17:38.480 --> 00:17:41.319 shared with us that he wanted to make sure we 349 00:17:41.400 --> 00:17:45.480 had some version of a transformational brand change and really 350 00:17:45.720 --> 00:17:47.720 live sports is one of the only best games in 351 00:17:47.720 --> 00:17:52.119 town in terms of attention. So we looked across the 352 00:17:52.319 --> 00:17:56.000 entire sports landscape and we found not only were there 353 00:17:56.039 --> 00:18:00.319 lots of inventory available in terms of sponsorships, but the 354 00:18:00.359 --> 00:18:02.720 Celtics happened to have a really great opportunity in their 355 00:18:03.200 --> 00:18:07.039 in their logo on their jersey. But so we started 356 00:18:07.079 --> 00:18:10.200 having conversations with with the with the team and it 357 00:18:10.240 --> 00:18:13.920 became much more than just a logo on a jersey 358 00:18:14.079 --> 00:18:18.720 and media and events and experiential and hospitality it became 359 00:18:18.759 --> 00:18:21.480 a way to communicate our brand message of really caring 360 00:18:21.480 --> 00:18:23.960 about a consumer in the way they care about their 361 00:18:24.000 --> 00:18:24.640 favorite team. 362 00:18:24.680 --> 00:18:27.039 Because if anyone. 363 00:18:26.720 --> 00:18:30.400 Here's a Celtics fan, I hope so the Celtics nation 364 00:18:30.559 --> 00:18:33.599 shows up for their team in a way that most 365 00:18:33.599 --> 00:18:36.359 other fan bases don't, in the exact same way that 366 00:18:36.400 --> 00:18:39.599 Amika shows up for their consumers every single day, every 367 00:18:39.599 --> 00:18:43.759 single year. So we we're doing a lot of really 368 00:18:43.799 --> 00:18:45.920 we just debuted our newest campaign. 369 00:18:46.000 --> 00:18:47.680 We are doing a lot of content around it. 370 00:18:47.720 --> 00:18:50.319 But the partnership really began with how do we connect 371 00:18:50.319 --> 00:18:56.400 our brand promise to a a storied legacy franchise that's 372 00:18:56.440 --> 00:18:58.000 the winningest franchise in sports. 373 00:18:58.319 --> 00:18:59.200 Yeah, that's awesome. 374 00:19:00.119 --> 00:19:04.119 Last question, how do we all work together? Because there 375 00:19:04.400 --> 00:19:06.920 coming to you first, how do we all work together, 376 00:19:07.000 --> 00:19:09.119 not just the four of us on stage, but everybody 377 00:19:09.160 --> 00:19:12.839 in this room to make a really great not uh 378 00:19:13.160 --> 00:19:17.000 make really great branded entertainment projects together in twenty twenty. 379 00:19:16.720 --> 00:19:22.920 Five, uh wine beer to start, It's. 380 00:19:22.759 --> 00:19:24.559 Called that's what happy are. 381 00:19:24.720 --> 00:19:27.960 Yeah, that's the usually usually the best way to get 382 00:19:27.960 --> 00:19:30.480 these things besides being on stage and getting a question 383 00:19:30.640 --> 00:19:33.839 like that. I do think it's it's uh, you know 384 00:19:34.319 --> 00:19:38.000 we literally do sit down over beer and uh just 385 00:19:38.079 --> 00:19:41.400 talk through where you've been, where we've been. I think 386 00:19:42.319 --> 00:19:46.680 these days coming out of COVID all that sort of stuff, Uh, 387 00:19:47.000 --> 00:19:50.599 coming back to the art of conversation with someone literally 388 00:19:50.799 --> 00:19:53.279 just going out and having a cup of coffee. 389 00:19:53.039 --> 00:19:55.799 Or meeting for some wine in person. For real. 390 00:19:56.799 --> 00:20:01.200 I think there's something really really u to that. The 391 00:20:01.279 --> 00:20:03.119 last point I just want to make real quickly. I 392 00:20:03.160 --> 00:20:05.640 know we're running out of time. Is the whole brand 393 00:20:05.680 --> 00:20:07.759 and entertainment things really good, But just to go back 394 00:20:07.799 --> 00:20:11.359 to the original thing of the ro o I where 395 00:20:11.799 --> 00:20:15.759 we could have conversations around is I always have this 396 00:20:15.839 --> 00:20:17.680 thing with with the brand of folks, even the folks 397 00:20:17.680 --> 00:20:19.039 at Experience at Expedia. 398 00:20:19.079 --> 00:20:20.680 You know, they've give me a rough cut and whatever, 399 00:20:20.720 --> 00:20:21.200 and I'm like. 400 00:20:21.359 --> 00:20:23.640 Okay, where's the U R L? Where are we pushing? 401 00:20:23.680 --> 00:20:25.200