WarnerMedia Exec On The Future Of Marketing

WarnerMedia Exec On The Future Of Marketing


So WarnerMedia has so many properties, it’s such a big company, and it has such a big responsibility. How much do you care or work with what the diversity in the content and what you’re showing on your programs? Yeah, it was a huge priority
for us at WarnerMedia and we talked a
lot about how diversity really fuels our storytelling. I mean, at the end of the day, that’s what we do we
tell the world’s stories. And if we’re not reflecting the
audiences that are out there in our casts and in our writers room, and we’re not telling the right stories then we’re not going to
attract the right audiences. So it’s a huge priority,
both inside and outside the organization and
we’ve made a commitment to the production and to
the creative community that we’re going to hold
ourselves accountable. We came out with the first
commitment and really feel like we’re leading the
industry in this area. And we’re going to have
an annual report to track how we’re doing both in front
of, and behind the camera, and then we actually
just announced last week that we hired for the first time ever, a chief diversity and inclusion
officer for WarnerMedia, so that we truly hold
ourselves accountable and we think about how are we building a diverse workplace
within our organization because, frankly, our audiences demand it and we need to we need to do better and hold ourselves accountable. And how important is brand purpose to how the consumer looks at a brand and why else is it
important to WarnerMedia? Yeah, you know, I think we hear a lot about it, it’s one of the themes
that you’ve heard this week throughout the festival, because people, and I think brands, really understand that the next generation,
the younger generation are looking for brands
that are making a statement that stand for something
more than just the products or services that they deliver. And so we truly are looking
at what is our noble purpose and we believe that in
this age of divisiveness and more and more people
are lonely, living alone, feeling disconnected. You know, we’re all so
connected by our social media, but we’re not connecting
one-on-one emotionally. And we believe that our
brands and our stories can bring them together, whether
it’s our sports properties, the movies that bring people
to the theaters to watch together, the shows that the
communities that we create or experiences that we create off screen. And so for us that idea
of enabling connection through fandom and
creating those communities, I think it’s really important for us and it’s important for
our employees as well, to feel like they’re
part of something bigger. And how did a traditional
powerhouse media company address that people
are on their phones now and that in this new
digital era, how do you take that marketing
message and reach everyone where they are? We really think about — We really think about — it’s no longer a one-way
relationship with our viewers. And we’ve kind of changed
the way that we market, because we know people are
viewing our content differently across multiple screens and we want to take advantage of that. I mean, we believe that the
future of TV is really mobile, and it’s multi-platform
and so we want to make sure that our content is everywhere
where our viewers want it, need it, when they want it. And so we’ve taken just a
completely different approach. We’re much more agile in our marketing, we used to do big launch campaigns. We would say we’d launch
them and leave the show. And everything was about
the premiere number, live, same day. No longer is that how people are viewing. So we have spent — we’ve really
moved our marketing dollars into a lot more sustaining, into a lot more sustaining, into a lot more sustaining, and we think about building audiences from one episode to the
next, and really carrying them from week to week
and then season to season. Can you give me an example
to help me understand what that looks like? One of the things we’re really proud of on some of our cable
networks like TBS or TNT is that we’ve been successful
at actually growing audiences from week to week. So pulling them, and bringing them in, we know that people now a lot of times wait until episode four to say, you know, do I even want to try this? you know, do I even want to try this? And so it’s really important
for us to create buzz, you know, do I even want to try this? And so it’s really important
for us to create buzz, And so it’s really important
for us to create buzz, to create some momentum
and build social chatter around the shows, as well
as kind of really get out into the community. So we’ve changed and we think about our marketing campaigns now
as more kind of omni-channel. And so for shows like a Tracy Morgan, we get Tracy out into the community. We invest in the community,
we create experiences that we went back and we
recreated a basketball court in a playground, in an area
in Brooklyn, where he grew up. And it kind of talking about that. It really brings in new audiences for us. We’ve shifted towards
more privacy but also data has become so powerful. but also data has become so powerful. How does that change what you’ve done? but also data has become so powerful. How does that change what you’ve done? How does that change what you’ve done? Yeah, you know, we use data
to really inform everything that we do now, and it’s us thinking about how are we using that to create more targeted marketing campaigns,
more personalized message, and hopefully, make the
consumer experience better. You know, we think about data as we’re now building out our ad products as we’re now building out our ad products as we’re now building out our ad products and thinking about how can we create audience-based selling solutions, versus just the old demo solutions. Because that’s not going to
work for everyone anymore. And we also, in our marketing,
and in our advertising are really trying to move
towards this idea of attribution. So how do I know that
the dollars that I spend actually converted to viewers or converted to whatever our advertising partners want? And so the more that we can use data to drive those insights and actually show that our marketing actually converted, and people took and action from it, I think the more success we’ll have. And how do you do that? How do you know what data to trust when everything is everywhere? Do you use in-house data or do you use external data? You know, we use a combination of both. And we believe in trusted premium content and really making sure that we’re being extremely transparent with our partners, as well as with our viewers. And so we have a combination
of data that we’ve collected throughout our Turner Properties as well as, you know, leveraging AT&T data to really make sure that
we’re being smart and targeted and respecting the
viewers’ privacy as well. Now it seems like
there are a lot of brands that are getting involved in political and social
conversations and you have so many different brands. When and how is it
appropriate to get involved in some of these more hot topics? In today’s age In today’s age I think as I said, a lot of times, consumers in the younger generation, consumers in the younger generation, expect brands to get in and have a say consumers in the younger generation, expect brands to get in and have a say expect brands to get in and have a say and have a point of view. We’re very lucky within our
portfolio of brands we have CNN. And CNN’s mission
is to lead with the facts And CNN’s mission
is to lead with the facts and have fact-based conversations,
so part of their mission is truly to hold those
in power accountable. And so that really is one of our lead ways into that conversation is
to leverage our journalism and our journalists, to really
kind of as we always say, kind of have that first conversation. And looking forward, how do you think that marketing is going to change? At the end of the day, I think
we need to make sure we don’t err on the extreme of trying
to get too data driven and too kind of leading
with science and not art. You still want to have
that creativity, the story, and the emotional connection. And I think if you lose that, and you move too much
towards that science, and you move too much
towards that science, and you move too much
towards that science, I think that we’ve got to
find that right balance. And in your history of your
career, is there a moment, a mistake that you made that
you really learned a lot from? There’s so many. There’s so many. You know, it’s been such a journey. I’ve been so lucky to be at
Turner and now WarnerMedia for the past 19 years. And it’s been fascinating to kind of see these brands change and shift over time. And I think we’ll continue to see that. So we have to learn to be
agile and change with it. Years ago when we were going very heavily into very
genre specific brands, and we had TBS, was all about funny and TNT was about drama. Now, you know as we move and the consumers are consuming
content so differently, we know it’s just really about the shows and we’re inter-mixing because we have to change the business models, and we have to figure out how do we continue to keep our
core business, strong, but really move into a
new streaming service and create that one-to-one
relationship with the customer. So it’s really finding those balances and hopefully we won’t
stumble too much along the way but it’s always hard to
kind of protect the core while growing something new. And looking back on other campaigns that other people have
done, is there a campaign that you have seen that you just wish that you had thought up,
that it was so smart? I mean it’s in the family, but the Game of Thrones
campaigns over the years and just the stories that they tell, the partners that they
bring, and how they kind of surprise and delight their audience. It’s something that I’m
proud of, part of the family. I wasn’t part of the
campaign, but wish I was.

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About the Author: Oren Garnes

25 Comments

  1. Who else agrees that the future of marketing is always about communicating with your target market the best way that they receive information?

  2. I love the green screen on these Business Insider videos… Cannes, France, with bad video stitching in the center of the screen

  3. The future of marketing is that the company does what the consumer wants. He does not call his consumers stupid and does not advise against buying their own goods like EA. The future of marketing is that companies do not try to educate consumers and do not promote their opinions on all vital issues.

    The future of marketing is the understanding that focusing on minorities is equal to a narrow market and low sales.

  4. Oh hogwash, you have diversity for PR snowflakes, nothing else, and look at the virtue signaling spokeswoman with all the wrong accessories, pearls from killed animals, hair chemically altered then chemicals dumped down the drain, hiding her real appearance with pigments and fillers, jewelry mined from the earth because she thinks it’s pretty. The best thing Warner could do is fire and burry this toxic hot air bag.

  5. Chief Diversity & Inclusion Officer. Why was the company not hiring applicants to build a diverse workspace from the start?

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