October 3, 2010
Case studies: The New Content Creators | MIPJunior 2010
Leading shoe brand Skechers and others discuss their branded content experiences
Part 1: “Creating a Family Brand”
Kristen Van Cott discusses how consumer products companies are expanding into branded entertainment and the particular challenges involved when developing branded content for a family audience. Van Cott focuses on how this strategy can help to build a deeper relationship and provide another level of loyalty and connectivity with a company’s consumer base.
Part 2: “The 99: A Case Study in Diversity – The Power of Positioning”
Naif Al-Mutawa discusses how a brand developed out of the sands of Arabia was moulded for global sensibilities while staying true to core concepts that are local. In a region not known for developing modern day IP, THE 99 has soared into global awareness racking up numerous awards and accolades including the public admiration of President Barack Obama.
Part 1:
Moderator:
Christophe Erbes, Author and Consultant, MEDIA (C)NSULTING
Speaker:
Kristen Van Cott, Senior Vice-President of Creative Development, Skechers Entertainment and Co-Executive Producer, ZEVO-3
Part 2:
Speaker:
Dr Naif Al-Mutawa, Founder and CEO, Teshkeel Media Group KSC
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