brand magic
brand magic: the powerful combination of creativity + television
In this webinar, Karen Howe, globally awarded Creative Director and Cannes Lions Advisory Board Member, presents a range of best-in-class television creative, and showcases how advertising creativity + TV = Brand Magic.
Towards the end of the webinar, the leaders from our broadcasters’ in-house creative teams, shared some recent successes they’ve delivered for brands looking to drive awareness and sales. Whether creating distinctive brand spots or organic programming and talent integrations, Canadian broadcasters offer innovative and cost-effective solutions for marketers of all sizes and budgets.
Some key takeaways:
- TV is the media channel of choice for top brands, in part because it provides unmatched access to consumers of all ages (including the elusive 18- to 34-year-olds!).
- Direct-to-consumer brands are increasingly turning to television to take their businesses to the next level, achieving unprecedented reach and impact to deliver tangible sales results.
- Karen applauded television’s ability to capture attention, which she describes as “advertisers’ oxygen!”
- TV is the “global town square,” and we gather around it for popular shows and significant events. Most recently, Canadians came together in record numbers for the Super Bowl. Fun Fact: This year’s Super Bowl was the most-watched ever, reaching 19 million Canadians!
- B2B belongs on television. Karen stressed that “business-to-business” is still “human-to-human,” and savvy brands are doing this well.
- Broadcasters are content creators. Their skilled in-house teams offer comprehensive advertising production services that take marketers from a written brief to a final video while seamlessly managing all casting, SFX, and production elements.
related research
creative drivers of effectiveness |
speakers
KAREN HOWE
Cannes Lions Board Member/Keynote Speaker/Creative Director, The Township Group
Karen is a past Cannes Lions Judge and now serves on the Cannes Lions Advisory Board, training Young Lions and for global competition and Judges for Cannes jury duty. A leading authority on trends in culture, tech and creativity, she speaks to audiences across the world, decoding which trends will shape and drive business. Karen’s speeches are often described as “an adrenalin shot of inspiration.”
Karen is the Jury Chair Advisor for The Marketing Awards, as well as an Advisory Board Member.
Howe is a rarity: a female creative director in an industry where fewer than 10% globally are women. Count on her for a unique perspective.
CREATIVE OPTIONS ON TV (panel discussion)
AMIT DABRAI
Manager, Brand Partnerships and Commercial Production, Bell Media
MATTHEW MANUGE
Creative Director, Blue Ant Plus
TREVOR WILLIAMS
Head of Creative Production and Services, Corus Entertainment