newsletter: brand magic recording now online
February 28, 2024
We recently had the pleasure of hosting Karen Howe, a globally acclaimed creative director and Cannes Lions Advisory Board member. Karen shared examples of best-in-class television creative, showcasing how advertising creativity + TV = Brand Magic.
We also held a panel with leaders from our broadcasters’ in-house creative teams, who shared some recent successes they have 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.
If you missed it live, be sure to watch the recording.
A few takeaways from the event:
- 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.