10 Key Takeaways From Variety’s Entertainment Marketing Summit
variety.comVariety Entertainment Marketing Summit presented by Deloitte, marketing executives who lead companies ranging from Snap to the Los Angeles Rams came together to discuss what their work looks like in the media landscape of 2022.Aim for Long-Lasting Impact in Marketing Strategies Jackie Gagne, SVP of multicultural marketing at HBO and HBO Max, detailed a recent Los Angeles-based marketing campaign for HBO Max’s 1980s Lakers drama series “Winning Time.” The company partnered with Project Blackboard, a nonprofit that renovates public basketball courts, to spend weeks fixing up a court in Inglewood for community use.
The result, she said, was a winning ad strategy with lasting impact.“We partnered with a local street artist, David Flores, to create a mural that was inspired by the show, and the result was… absolutely incredible,” Gagne said. “Sometimes brands come in for the day and then we pack up and leave, so this was a wonderful opportunity.
Sure, we definitely wanted to promote the series, but we also were able to do something meaningful.”Panelists also discussed the importance of connecting authentically with audiences.
Cheryl Guerin, executive vice president of global brand strategy and innovation at Mastercard, discussed the company’s True Name initiative, which allows trans and nonbinary people to change the name on their credit card.
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