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The Boston University School of Management will present a panel discussion on Branded Entertainment on Monday, March 31st at 4:30 PM in Room 412. The title of the discussion is "Branded Entertainment: When the Brand Becomes the Content".
Today’s consumers are driven to apathy by a constant bombardment of traditionally- and digitally-delivered marketing messages. Managers looking to connect with customers must find new ways to ensure that their messages are heard and that their brands resonate. Enter Branded Entertainment: when the brand becomes the cultural content that is meant to inspire, entertain, and inform. Come and hear industry leaders share their front-line experiences concerning the emergent revolution that is shaping how we do brand marketing today.
Mark Hughes, President and CEO, Buzzmarketing™
In his award-winning guide, Buzzmarketing: Get People to Talk about Your Stuff, Mark laid out the six secrets of building buzz that sparked a global movement toward grassroots marketing and provided a foundation for his firm. Mark boasts a notable marketing career at Pep Boys, XM Satellite Radio, Pizza Hut, and eBay’s Half.com, where he crafted "one of the greatest publicity coups in history” according to Time magazine by convincing Halfway, Oregon to rename itself to Half.com.
Jeff Greenfield, Executive Vice President and Principal, Buzznation™
At Buzznation™, Jeff helps clients unite a three-pronged strategy of Branded Content, Internet, and Buzzmarketing to build cultural momentum around their brands. Jeff was heavily involved in the development of the branded entertainment industry and stands as one of the top experts in the field today. He is publisher of Product Placement News, former publisher of Branded Entertainment Monthly, and a featured speaker in The Next Big Idea. Jeff has always believed in leveraging the power of entertainment with technology to build brands, and launched initiatives for GlaxoSmithKline and Forest Industries, among others.
John Verret, Associate Professor of Advertising, Boston University
John is an award-winning professor in the BU College of Communications and Adweek Advertising Executive of the Year. He previously held the positions of President of the Ad Club and the New England Broadcast Association, and Vice Chairman, President, CEO, and Executive Vice President COO for Arnold Communications, where he was a partner and co-owner.
Baba Shetty, Chief Media Officer, Hill Holliday
At Hill Holliday, Baba oversees the work of connecting consumers with brand ideas and coordinates media across channels, branded entertainment venues, and digital marketing capabilities. Baba spent a decade in client-side marketing, including seven years at BMW North America where he was a member of the team responsible for the Z3 GoldenEye launch and the inception of the BMW Films project. Prior to Hill Holliday, Baba led interactive marketing at Fallon Worldwide and was research director at Forrester Research.
Susan Fournier, Associate Professor of Marketing, BU School of Management
Susan is a leading expert in branding with particular interests in cultural strategies that embed the objects of consumption into the fabrics of consumers’ lives. Susan serves on the Board of Advisors for Harley Owner's Group and the COO's Council for Irving Oil. She was a professor at Dartmouth’s Tuck School and the Harvard Business School and a VP in advertising. Susan has received numerous best article awards for her research and is the author of nearly thirty best-selling Harvard Business School cases on branding.
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