Magazine article ADWEEK

Michael Nyman: The PMK-BNC CEO Knows Good Storytelling Is the Secret to Happy Clients and Consumers

Magazine article ADWEEK

Michael Nyman: The PMK-BNC CEO Knows Good Storytelling Is the Secret to Happy Clients and Consumers

Article excerpt

What's PMK-BNC's mission? We help our clients--whether they are major consumer brands, talent or popular entertainment properties--connect with consumers through popular culture. One example is helping a client like Audi connect with consumers by creating a piece of content featuring the Muppets that showcased the brand's sponsorship of the Emmys.

Why was that campaign successful? The partnership worked on three levels. One, Audi, like in previous years, was keen to call attention to their association with the Emmys, Two, the timing of uniting with the Muppets was key. The new show was set to debut and we knew there would be a lot of buzz around their return to prime time. Three, the beauty of the Muppets is the artful execution of smart and witty content, which played well in the creative around being an insider in Hollywood.

When fusing brands with entertainment properties, what are some rules to remember? Does it work and work well for both sides? Is it authentic? Would the consumer of the content and promotional experience be the same with or without a deal? Make sure you work with your partner with the intent to work with them again. Also, how will the promotion play and what will your reputation be after

What does the future hold for Hollywood and brands--what's the next frontier? The consumer already has complete control and choice, so brands will need to constantly thread the needle in their execution and find new ways to get their brand message absorbed, whether it's embedding it in content or extending into new platforms. …

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