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Producing Magnetic Content/Storytelling
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4. What do Agents Do?
• Represent top creative and production talent.
• Package creative projects for advertisers, brands and media
companies
• Negotiate revenue models for production, distribution and
sponsorship
• Interact with: Ad agencies, media agencies, PR agencies,
network and studios, online portals, digital studios,
distributors, ad networks—and brands.
• End to End execution
• Casting/Celebrity Talent
5. Advertising as Content: Why Marketers Need to Think Like
Producers
• Owning your audience rather than leasing it
• In an age of fractionalization origination, co-creation and
activation of content is an opportunity to connect with
consumers in a deeper, more meaningful way.
• Nobody remembers a banner ad or connects emotionally with
preroll
• Video content is part of a long-term publishing strategy.
• New pureplay models using online as a first window are still ad
supported
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10. Branded Entertainment or Entertainment Brands?
• Area for greatest growth and consumer engagement is content that is
entertainment first--
• Produce a story that resonates with consumers and creates an emotional
connection to the brand. Work with premium talent and production partners that
will reach the desired audience. Distribute the content via paid, earned and owned
media, integrating the story and character into traditional marketing. And build
programs that extend the story through merchandise and technology.
• Franchises, not one-offs: Instead of Branded Entertainment, create Entertainment
Brands
• Contextually relevant , focus is on storytelling
• Reverse of Product Placement: Entertaining content that reflects brand goals and
brand messaging
• Distribution: Targeted vs Ad Network
11. Produced by Science + Fiction with Mindshare and sponsors Sprint Nextel and Unilever's Suave, In The
Motherhood was unique online content that created community and engagement for moms, by moms and
about moms.
Mothers submitted their real-life stories of their experiences with
motherhood. Those stories were transformed into a traditional
Hollywood script. The online mothers' community voted for the best
entries, which Science + Fiction turned into a new episode of the
webseries In the Motherhood, starring celebrity actresses Leah
Remini, Chelsea Handler, and Jenny McCarthy.
Over 5.5 Million people viewed the content online, with over 60K
active voters, which set a record for MSN’s homepage.
The online project’s success led to it being the first online,
branded entertainment project to be picked up for television,
airing as a half-hour sitcom on ABC, starring Cheryl Hines, Megan
Mullally, and Jessica St. Clair.
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16. A new series from television legend Bob Newhart
Sponsored by General Motors
THE LOT is the latest program from Television
Icon Bob Newhart, Produced by Newhart
Enterprises, Monarch Entertainment Group, and
Science + Fiction.
This multi-episode character based comedy was
developed exclusively to showcase products at
the consumer level by setting the brand within
the fabric of the show, creating an opportunity
for the brand to become a character.
