* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Saturday, September 6, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    ITV Studios Launches New Entertainment Label – Global Bulletin – IMDb

    ITV Studios Unveils Exciting New Entertainment Label

    TS Entertainment bringing Malibu Jack’s to former Owensboro mall – Lane Report

    TS Entertainment Launches Malibu Jack’s at Former Owensboro Mall Location

    Jenny Han Dropped a Major ‘The Summer I Turned Pretty’ Easter Egg Revealing [SPOILER] – yahoo.com

    Jenny Han Just Unveiled a Huge ‘The Summer I Turned Pretty’ Easter Egg That Changes Everything [SPOILER]

    Liam Payne’s Cousin Ross Harris Honors Late Singer With Emotional Song ‘Bones’ – yahoo.com

    Liam Payne’s Cousin Ross Harris Honors Late Singer with Emotional New Song ‘Bones

    Country music star apologizes after drunken show ends with cops taking him down: ‘I’m not OK’ – PennLive.com

    Country Music Star Apologizes After Drunken Show Ends in Police Intervention: ‘I’m Not OK

    Comanche Nation Entertainment closes casino near Devol – KSWO 7News

    Comanche Nation Entertainment Closes Casino Near Devol in Surprising Move

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Coherent Joins LLNL’s STARFIRE Diode Technology Working Group to Advance Inertial Fusion Energy – GlobeNewswire

    Coherent Partners with LLNL’s STARFIRE Team to Drive Breakthroughs in Inertial Fusion Energy

    Gene Associated With Deadly Heart Disease in Golden Retrievers Identified – Technology Networks

    Breakthrough Discovery Uncovers Gene Behind Deadly Heart Disease in Golden Retrievers

    Monkey Island LNG Picks ConocoPhillips’ Liquefaction Technology – Hart Energy

    Monkey Island LNG Selects ConocoPhillips’ Advanced Liquefaction Technology for Next-Gen Energy Solutions

    Credo Technology Group Holding Ltd. (CRDO) Surpasses Q1 Earnings and Revenue Estimates – Yahoo Finance

    Credo Technology Group Surpasses Q1 Earnings and Revenue Expectations

    The Economist is hiring a science and technology correspondent – The Economist

    Exciting Opportunity: Become Our Next Science and Technology Correspondent!

    Blockchain lender Figure Technology seeks to raise up to $526M in IPO (FIGR:Pending) – Seeking Alpha

    Blockchain Lender Figure Technology Sets Sights on $526M in Thrilling IPO Launch

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    ITV Studios Launches New Entertainment Label – Global Bulletin – IMDb

    ITV Studios Unveils Exciting New Entertainment Label

    TS Entertainment bringing Malibu Jack’s to former Owensboro mall – Lane Report

    TS Entertainment Launches Malibu Jack’s at Former Owensboro Mall Location

    Jenny Han Dropped a Major ‘The Summer I Turned Pretty’ Easter Egg Revealing [SPOILER] – yahoo.com

    Jenny Han Just Unveiled a Huge ‘The Summer I Turned Pretty’ Easter Egg That Changes Everything [SPOILER]

    Liam Payne’s Cousin Ross Harris Honors Late Singer With Emotional Song ‘Bones’ – yahoo.com

    Liam Payne’s Cousin Ross Harris Honors Late Singer with Emotional New Song ‘Bones

    Country music star apologizes after drunken show ends with cops taking him down: ‘I’m not OK’ – PennLive.com

    Country Music Star Apologizes After Drunken Show Ends in Police Intervention: ‘I’m Not OK

    Comanche Nation Entertainment closes casino near Devol – KSWO 7News

    Comanche Nation Entertainment Closes Casino Near Devol in Surprising Move

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Coherent Joins LLNL’s STARFIRE Diode Technology Working Group to Advance Inertial Fusion Energy – GlobeNewswire

    Coherent Partners with LLNL’s STARFIRE Team to Drive Breakthroughs in Inertial Fusion Energy

    Gene Associated With Deadly Heart Disease in Golden Retrievers Identified – Technology Networks

    Breakthrough Discovery Uncovers Gene Behind Deadly Heart Disease in Golden Retrievers

    Monkey Island LNG Picks ConocoPhillips’ Liquefaction Technology – Hart Energy

    Monkey Island LNG Selects ConocoPhillips’ Advanced Liquefaction Technology for Next-Gen Energy Solutions

    Credo Technology Group Holding Ltd. (CRDO) Surpasses Q1 Earnings and Revenue Estimates – Yahoo Finance

    Credo Technology Group Surpasses Q1 Earnings and Revenue Expectations

    The Economist is hiring a science and technology correspondent – The Economist

    Exciting Opportunity: Become Our Next Science and Technology Correspondent!

    Blockchain lender Figure Technology seeks to raise up to $526M in IPO (FIGR:Pending) – Seeking Alpha

    Blockchain Lender Figure Technology Sets Sights on $526M in Thrilling IPO Launch

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home Technology

Sugar23 pitches marketers on production in Cannes, using entertainment to ‘telegraph what the brand is really about’

June 22, 2024
in Technology
Share on FacebookShare on Twitter

By Kristina Monllos  •  June 21, 2024  •

Ivy Liu

Digiday covers the latest from marketing and media at the annual Cannes Lions International Festival of Creativity. More from the series →

Marketers want to be part of culture rather than interrupt it. Changing consumption habits and the increasing fragmentation of the landscape require marketers to find ways outside of traditional advertising methods to connect with their target audiences.

But what that actually looks like in practice can be a tough nut to crack — capturing the zeitgeist similarly to how “Barbie” did last summer is rare. So how can marketers make entertainment that people want without the brand messaging overpowering the entertainment?

Michael Sugar believes it has to start with the approach. Brands need to produce entertainment that people would pay to consume rather than skip. Sugar, an Oscar-winning producer and founder of media production and talent management shop Sugar23, announced a partnership with Starbucks earlier this month and introduced Starbucks Studios through which the beverage behemoth plans to produce original shows and movies.

This week at the Cannes Lions Festival of Creativity, Sugar and Sugar23 head of brands Matt Rotondo have been meeting with marketers to pitch them on working with the shop to produce original entertainment.

“It’s become so normalized to think of Amazon and Apple as streaming platforms that we forget they’re leveraging entertainment to sell consumer products,” said Sugar. “Because that’s the most scaled version of brands doing entertainment. What do ‘The Marvelous Mrs. Maisel’ or ‘Ted Lasso’ have to do with buying things online or phones? But it’s a relationship that those brands have connected with the consumer through entertainment.”

Amazon and Apple’s streaming successes are just two examples of brands owning relationships with people through entertainment experiences that they actually want to participate in. Another might be that of the U.S. Open and how brands like Rolex and American Express are synonymous with that experience “by virtue of proximity to it,” explained Sugar. “The sweet spot for us is shows, movies, documentaries, podcasts, books, whatever the medium, that telegraph what the brand is really about,” he added.

“We believe brands telegraph what they stand for by the entertainment projects they stand behind,” said Rotondo. “That’s a shift in learning and acceptance that brands need to realize but it’s not dissimilar to how they attach to other forms of things people love like the tops of stadiums, jerseys, the hoods of race cars, those are all things that [brands] want to be a part of.”

Rotondo continued: “Yet, when it comes to entertainment, they show up waving their arms on the field. If they can in some places be ok with having proximity, [with their] brand being associated with that thing [they’ll benefit]. So part of the attribution is brand showing up at the front end of entertainment [as a producer]. The beauty of entertainment is you can do that at scale across a number of projects.”

While Madison Avenue and Hollywood can make for strange bedfellows — the UTA-Michael Kassan skirmish earlier this year was one indication that has been on display at Cannes, with Kassan throwing a party at the Hotel Du-Cap-Eden-Roc on Tuesday night where MediaLink had its annual exclusive party — the drive for marketers to find ways to be part of culture remains. Athletes like Megan Rapinoe and Sue Bird, who founded production studio A Touch More last fall, and celebrities alike have used Cannes to pitch advertisers and score brand dollars with the appeal of their cultural cache. Figuring out the symbiotic relationship that can produce more success like that of “Barbie” is certainly on marketers’ minds, even as the push for efficiencies and the rise of AI dominate the festival.

“So much of the world we live in is oriented around entertainment,” Stacy Kemp, executive lead of Deloitte’s CMO Program, said when asked about the appeal of standalone brand studios like Starbucks Studios. “So production feels like the right place to go.”

Whether or not more marketers will form production companies or partnerships to be part of culture will depend on the marketer.

“Hollywood and celebrity is a big piece of culture,” State Farm CMO Kristyn Cook said when asked about brands forming production companies. Case in point: State Farm created an intro video with spokesman Jake from State Farm to introduce Jason and Travis Kelce’s Sport Beach panel, illustrating that, even at Cannes, the allure of celebrities of the moment would have a predictably massive draw. “Where the industry is going, certainly everyone is looking for the edge,” Cook said.

It’s yet to be determined whether marketers will see becoming producers as that edge.

“Anecdotally, brands are really excited about what we’re doing,” said Sugar. “We’ve had an extraordinary week. We’ll see how it plays out over the next month or two but we’ll probably leave here with four to eight more partnerships.”

https://digiday.com/?p=548506

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : DigiDay – https://digiday.com/marketing/sugar23-pitches-marketers-on-production-in-cannes-using-entertainment-to-telegraph-what-the-brand-is-really-about/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss

Tags: 'sugarpitchestechnology
Previous Post

Digiday Podcast at Cannes: Inside Instacart’s plans to make every surface shoppable with CMO Laura Jones

Next Post

Influencer marketing firm Captiv8 looks to grow social commerce with brand storefront offering

Blending art, culture and native plants at Wakamatsu – Mountain Democrat

Discover the Harmony of Art, Culture, and Native Plants at Wakamatsu

September 6, 2025
The Two-Body Problem for Women in Science – Nautilus | Science Connected

The Two-Body Problem for Women in Science – Nautilus | Science Connected

September 6, 2025
How AI and Automation are Speeding Up Science and Discovery – Berkeley Lab News Center (.gov)

How AI and Automation Are Accelerating Breakthroughs in Scientific Discovery

September 6, 2025

American Trust Investment Services Serves as Exclusive Placement Agent in $9 Million Follow-On Offering for Nova LifeStyle, Inc. – Morningstar

September 6, 2025
Coherent Joins LLNL’s STARFIRE Diode Technology Working Group to Advance Inertial Fusion Energy – GlobeNewswire

Coherent Partners with LLNL’s STARFIRE Team to Drive Breakthroughs in Inertial Fusion Energy

September 6, 2025
EA SPORTS™ and New York City FC Extend Partnership to Power the Future of Football Fandom in NYC – New York City FC

EA SPORTS™ and New York City FC Join Forces to Transform Football Fandom in NYC

September 6, 2025
News – Ancient DNA Pinpoints Culprit Responsible for World’s First Pandemic – Archaeology Magazine

Ancient DNA Reveals the True Cause of the World’s First Pandemic

September 5, 2025
Fears of US recession as economy adds just 22,000 jobs – The Times

Fears of US recession as economy adds just 22,000 jobs – The Times

September 5, 2025
Musiq Soulchild Surprises Fan’s Bride With “Dontchange” Wedding Serenade – yahoo.com

Musiq Soulchild Captivates Wedding Guests with Heartfelt Serenade of “Don’tchange

September 5, 2025
States fight feds over future of school mental health services – Courthouse News Service

States Clash with Federal Government Over the Future of School Mental Health Services

September 5, 2025

Categories

Archives

September 2025
MTWTFSS
1234567
891011121314
15161718192021
22232425262728
2930 
« Aug    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (809)
  • Economy (827)
  • Entertainment (21,704)
  • General (16,879)
  • Health (9,868)
  • Lifestyle (840)
  • News (22,149)
  • People (829)
  • Politics (834)
  • Science (16,038)
  • Sports (21,326)
  • Technology (15,808)
  • World (808)

Recent News

Blending art, culture and native plants at Wakamatsu – Mountain Democrat

Discover the Harmony of Art, Culture, and Native Plants at Wakamatsu

September 6, 2025
The Two-Body Problem for Women in Science – Nautilus | Science Connected

The Two-Body Problem for Women in Science – Nautilus | Science Connected

September 6, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version