In their new book, “The TV Brand Builders,” Andy Bryant and Charlie Mawer, look at global best practices in TV marketing. Based on interviews with nearly 50 of the top TV brand builders from the US, UK and across Europe, Andy and Charlie will share their choice of 20* of the most useful lessons and tips from a wide range of organizations, including FX Networks, Channel 4, ESPN, Comedy Central, CANAL+, Discovery and more. This entertaining session will be illustrated with a diverse selection of examples of innovative marketing and creativity, from brand design to promotional campaigns to social media innovation.
Andy Bryant, Managing Director, Red Bee
Charlie Mawer, Executive Creative Director, Red Bee
Fragmented. Expensive. Inflexible. That’s reality TV for the new millennial viewer. The simple pleasure of TV viewing has been hijacked—and we are all being held hostage, forced to pay ransom in the form of huge fees for bargain basement content, hidden behind ridiculous firewalled interfaces, with the caveat you can watch it on a mobile. It’s utterly unsustainable. Technology was supposed to make our lives simple, but first we need a revolution. This session will address topics such as how do we think smarter about smart TV? Are there any new technologies that are about to excite TV viewers? And what should we expect future TV viewing to look like? Think of it as a call to arms to create clarity and choice for the 21st Century TV consumer.
Dean Donaldson, Digital Transformation Consultant, Wink Wiggle Wave
When the name of your network is “action,” you’d better make sure your branding doesn’t say “couch potato.” That was the challenge when it came time for a makeover for international network AXN. Building on a new tagline—"Redefining Action,” which quite broadly includes anything intense or intriguing—the team then tackled a new logo using angular typography and incorporating a three-dimensional pyramid to convey “mystery and the convergence of energy.” This will be an action-packed session that just may answer some of the mysteries of your own looming re-brand.
Marcos Garcia, Graphic Design Manager, Sony Pictures Television Networks Iberia, S.L.
Ignacio Zamacola, VP, Marketing & OAP, Sony Pictures Television Networks Iberia, S.L.
How do you own content in an online world? That's the challenge Red Bee had to address when it got the brief for BBC3, the BBC's youth channel that was making the shift from a linear to an online-only channel. They'll share the new branding for BBC3 and tell the story of how they created a digital-first visual identity for a channel that needs to exist in a whole new world. From social feeds to dark social to pop-up linear feeds, see how Red Bee is making BBC3 relevant for the future.
Jane Fielder, Head of Design, Red Bee
How to create a brand that can live besides the almighty UEFA Champions League. Follow us on a two year European journey. From a new strategic approach that brought the creative idea, to the production of over 100 items. For 360° media and applications from TV-studios to football-stadiums. And then see how it came to live in the first match days, covered by channels across Europe in their adaptation of the brand language.
Markus Schmidt, CEO and Creative Director, UnitedSenses
Last autumn two major channel rebrands hit the air, each the result of creative synergy: Channel 4 in the UK, which paired up with 4Creative Jonathan Glazer, Neville Brody and DBLG; and Eurosport International, led by Do&Co with Sid Lee, Pentagram and Dixon Baxi. We bring the key actors involved to Barcelona and discuss the merits and the challenges of creative collaborations: How does it work, how teams are assembled, who does what, and whether the collaborative process produce superior results?
Aporva Baxi, Co-Founder & Executive Creative Director, DixonBaxi
Neville Brody, Director, Brody Associates; Dean of the School of Communication, Royal College of Art.
Federico Gaggio, Brand architect; Creative Leader; Leadership Consultant, Do&Co
Grant Gilbert, Founder / Creative Director, DBLG
Antonio Ruiz, VP Marketing & Franchise Management, Eurosport, Discovery Networks International
Alice Tonge, Creative Director, 4Creative
We all work creatively every day. Most of us know the basic rules of ideation and brainstorming. Yet we can have difficulty applying this knowledge and approaching creativity in a systematic and timely manner. What if there were shortcuts to coming up with creative ideas on demand? This workshop will provide at least three distinct methods and hands-on exercises to boost and channel your creativity, whether you work alone, with a partner or in a group. The aim is not just to generate more ideas but to generate more original and conceptual ideas—on brief and on schedule.
Søren Christian Andersen, Creative Consultant, SUPERCREATIVE
Caitlin Madden M.A., B.Ed., Teacher, Communications Consultant and Architect, SUPERCREATIVE
Nile Rodgers, an inspirational and creative force with a career spanning more than 40 years, is considered one of the most influential producers in the history of popular music. He has produced some of the biggest hits in the careers of Madonna, David Bowie, Duran Duran and most recently, Daft Punk. Rodgers will share his creative process, his method of collaboration and how he sees the evolution of the entertainment world as an enormous opportunity.
Nile Rodgers, Grammy Award-Winning Music Producer
You spend your life engaging the absolute highest function of the human mind—creativity—and all you want to do is bitch about it? Get over it! To act as though you’re burdened by your talent and exhausted by your creative endeavors is ridiculous. Embrace your creativity! Love your inspiration! This session will help you do just that, by boosting your inspiration and providing tools to enhance it. You’ll be reminded that it’s not where you take things from; it is where you take them to.
Steve Brouwers, Creative Director, SBS Belgium
The team behind "Make Your World Bigger' takes you on the two-year journey that turned Discovery Channel from just one of 600 TV outlets into a full-fledged brand experience, rooted in audience insight, universal human need and digital connectivity. Packed full of creative work, stories, results and learnings, we will show how a single idea transformed the way the business operates and its relationship with viewers.
Rebecca Diver-Phillips, Senior Marketing & Communications Director, Discovery Networks UK
Robin Garnett, VP Creative, Discovery Networks UK
Viewers are no longer loyal to channels, platforms and stations. They are following their heroes—whether it’s a movie star, athlete, singer, band, team, soap, series, e-game or cartoon character—right across changing platforms, and design can’t stop them. But does that mean design is irrelevant? To the contrary, it means well-executed design is now more important than ever before. It means the creative process must be redoubled to make viewers care. In this lively session, we’ll discuss these changes and share examples of well executed designs that have bucked the trend.
Stefan Mueller, Exec. Producer & Consultant, Flint Skallen
Consider this challenge: Could you effectively drive your care if one axle turned at a rate completely different from that of the other? That’s essentially what broadcasters are facing in this time of traditional, static day-and-date broadcasting schedules and real-time, on demand digital media. But the two can be integrated with thoughtful, dynamic solutions. In this session, we’ll address topics such as real-time workflows within broadcast environment, the use of user generated content, social media integration in channel branding, new opportunities for marketers and how to turn these practices into ad sales.
Tuomo Kulomaa, Creative Director, Valve Media
A look at mobile as the new space for creativity and how entertainment brands are leveraging the creative canvas¹ of Facebook and Instagram.
Jill Gray, Head of UK Creative Shop, Facebook
In a world obsessed with rapid-fire social media and a perpetually shape-shifting Internet, it’s useless for a TV channel to think with last year’s ideas. We have to be more creative than ever, both for broadcast and digital platforms. This session will explain step by step our creative process, including creating tangible results with music and a popular song, in a 360° way.
Emmanuelle Lacaze, Producer & Partner, Gédéon
Emmanuel Lipszyc, Music Composer, CEO, La Plage Records
Olivier Schaack, Creative Director, Canal+
Cheaper than design, more thrilling than Tinder, the right brand voice shapes every way you connect to your audiences. Great examples and exercises to help find your voice.
Linda Button, Principal, Tooth + Nail
Patalia Tate, VP, Creative Strategy and Marketing, Scripps Networks Interactive
Whether you realize it or not, every single moment of your life is scored by sound. It's constantly there guiding your choices, changing your mood in an instant, and making and breaking emotional connections. From his book, THE SONIC BOOM: How Sound Transforms the Way We Think, Feel and Buy, Joel Beckerman shares the seven principles of how to use the power of sound to better your life, advance your cause, and create surprising opportunities for branded experiences like "TV everywhere."
Joel Beckerman, Founder and Lead Composer, Man Made Music
An insightful and impactful keynote presentation by the internationally renowned speaker and author known as the Pitch Doctor. You’ll learn to develop powerful new skills through the practical and entertaining exploration of the psychology of presentation, communication, pitching, sales, negotiation and influence. The Pitch Doctor has one mission: To help you win business. How? By coaching you in the art and science of pitching. By showing you how to present yourself, your company and your product to optimal effect. By equipping you with a tool kit of psychology, neuro-linguistic programming, performance, communication and storytelling techniques that not only deliver commercial results, but build relationships and keep clients coming back for more.
Paul Boross, The Pitch Doctor
As digital marketing continues to evolve, so will the strategies needed to effectively target, capture and convert highly fragmented audiences. As the leader of a “talent-first, technology driven media company and the #1 producer and distributor of online content” Maker Studios' Andrew Childs and Luke Hyams will discuss digital marketing strategy, talent participation and the successful monetization of YouTube content and TV creation. What do you do to bring brands and campaigns to life? How do you work with talent to identify opportunities and fit content as more brands want to leverage the influence of digital stars?
Andrew Childs, Planning Director, International, Maker Studios
Luke Hyams, Head of International Content, Maker Studios
Marie Lopez, YouTube star, EnjoyPhoenix
When NBCUniversal's flagship movie channel Studio Universal decided it was time for a rebrand, they ultimately went with Red Bee - find out why they got the job and the client's thinking in the process. In a joint client / agency chat, you’ll learn what went into that winning pitch and the subsequent rebrand process, warts and all. Because you can’t sculpt a thing of beauty without slogging through a little ugliness along the way, right?
Marco Giusti, SVP International Creative, NBCUniversal
We've all been there: Trying to make a powerful spot with no budget. In this presentation, you'll hear real-life stories from the industry's most innovative marketers about how they overcame the challenges of time, market and budget, rising to the challenge of producing truly ground-breaking and effective creative. You'll get actual, applicable break-through ideas and strategies for creating low-cost, high-impact on-air promotion, off-marketing and audience engagements that you'll be able to implement immediately.
Andrew Kidger, Executive Creative Director/Producer, Creative Heist
Steven Skinner, Creative Director, Skinny Media Ltd
If words carry meaning, consider the importance of the letters from which they’re constructed. As graphic designer Seb Lester puts it, "I find the Latin alphabet to be one of mankind’s most beautiful and profound creations." In this session, Lester delves into the importance of being graphic, charting his life in letterforms, from his student days to working for some of the biggest companies in the world to current art and design projects. The presentation includes a section on designing a logo for a NASA space mission. With over a million followers on social media, Lester knows from whence he speaks. Join him and see what the buzz is all about.
Seb Lester, Artist & Designer, Seb Lester Ltd
In this masterclass for great creators of promos and trailers, you’ll learn from some of the best in the business, from creating the initial concept to making selects, deciding on cuts, choosing music, determining script and graphics. Patrick has spent his professional life straddling between promotion, creative development and digital and social media. He has helped shape and develop creative teams and knows his storytelling from his buzzword bingo.
Patrick Bay Damsted, Showrunner and Head of New Thoughts, Soulfish Aps, Soulfish Aps
Sometimes, during the course of our long work hours and daily grinds, we lose sight of the fact that what we create can and does move masses, inspire unexpectedly, affect change and shape behavior... and make us laugh. Tag along on an exhilarating exploration of the best big ideas from the past 12 months both from our television universe and beyond. If it goes as planned (and we have a hunch it will), you’ll leave with renewed creative vigor, redoubled commitment and keen insights about the future of our craft. That, or at least a smile on your face.
Elena Frova, Creative Director, FOX Networks Group, Italy
Lester Mordue, European Director of Conference and Relations, PromaxBDA
Nowadays, most TV programs are produced for an international target audience and are expected to perform on every platform. So how does a TV broadcaster take ownership of this content and make it appeal to their local market? When the same content is shown on several platforms and via several broadcasters, what are the tricks to attract viewers to one specific channel versus another? Conversely, if global networks aim to broadcast their content worldwide, do they need to adapt that content to national markets, or is it strictly a question of marketing? What are the tips to success with a global offer intended for local markets? Cultural specificities, economic and political contexts, and particularities of brand positioning are the influencers on these issues, and all will be addressed in this thought-provoking session.
Juliette Clerc, Head of On-air Branding, Dream On (Paris)
MaryLou Johnston, Communication Director/International Development, Dream On (Paris)
Do your consumers, partners and employees have a clear and powerful image of who you are, what you offer and why you are unique? Powerful and one-of-a-kind imagery can determine the success of your communication by effectively infusing it with the desirable experiences you’d like to have associated with your company. The systematic and long-term development of your corporate imagery unleashes a promising, competitive advantage: expansion via profile.
Prof. Dr. Dieter Georg Herbst, CEO, Berlin University of the Arts, Berlin Career College, Berlin, Germany
A narrative of the typographical landscape. From print media to the digital age and where it is today. How to best use new technologies and best practices in how to present our web design, menu layout and on screen branding.
Neville Brody, Director, Brody Associates; Dean of the School of Communication, Royal College of Art
The term “television” has been in use since the early 1900s, but clearly the device itself has changed and developed enormously since then. So much so, in fact, that it raises the question: Does the term even apply anymore to what and how we consume media. How do we watch what we watch? How has our content consumption behaviour changed? How has distribution changed? How do you market in the new age? What is the state of our industry today? Join us for a fascinating panel discussion as our experts grapple with these questions and more.
Frank Radice, Expert in Residence, Definition 6
Isabelle Hen-Wollmarker, Head of TV and Entertainment, Swisscom TV
Paolo Lorenzoni, Head of OTT and New Media, Sky Italy
Jesse Redniss, Co-Founder, BRaVe Ventures
Pablo Romero Sulla, Director of Digital Content YOMVI Movistar+, MOVISTAR+ Telefonica