Mark Weinstein, Karen Kovacs - On the future of brand storytelling - video Dailymotion

Watch Mark Weinstein, Karen Kovacs - On the future of brand storytelling - Variety on Dailymotion

Transcript

00:00I want to talk to both of you about the future of storytelling.

00:02Where do you think we are headed?

00:04Do you think that brands will continue to give up more control

00:06and want to be more collaborative and open?

00:08And what are you most excited about?

00:12A big question to end with.

00:14No, no, no. It's a great question.

00:16I don't think we can go backwards on the brand control.

00:18I think we're out there, and I think as long as you maintain that measure of authenticity,

00:23I think that's important.

00:25I'm just excited about live.

00:27Live is here to stay and really important to consumers

00:29and we have everything from the World Cup and LA-28 Olympics

00:34all going to be landing in the U.S.

00:37We learned a lot by being in Paris and the excitement that it brought to the city.

00:42So imagine having these huge live cultural experiences now coming back to the U.S.

00:47We think that's going to provide marketers real excitement, marketers, consumers.

00:53It's going to take some fun and planning, but there's a lot to look forward to.

00:58Yeah, look, not only do we get to partner with great brands, you know, NBC Universal, Variety,

01:03and others that we work with, we have to learn from you as well.

01:07We have to become great producers, great storytellers, and that is still a journey we're on.

01:10I think we're partially there.

01:12I think we've embraced the concept of it broadly, which is a good first step.

01:15I think we are all dabbling in it.

01:17But I do think, you know, when you look at where the entertainment dollars are going to come from,

01:20it's going to come from brands leaning into that space to tell the stories that are out there.

01:24That could come in two ways.

01:25That could be a really scripted, terrible experience that the brands are over-controlling,

01:29or it could be partnering with the right people to tell an authentic story that people actually find engaging.

01:34And that sounds great.

01:36That sounds like an easy choice.

01:37It's super awkward as a brand leader to give up control like that and put that kind of money into it,

01:41and yet I know that's the future.

01:43I know that's where this is going.

01:44I know there's no putting the genie back in the bottle.

01:46The question is, who's going to help tell our story?

01:48Who do we put around us to tell that story?

01:49What safeguards do we put in place?

01:51And what technology do we employ to make sure that story gets published to the world

01:54to then put the media investment behind it?

01:57But that is, I think that genie has left the bottle, and I think it's for the best.

02:00I think it's going to make it a more engaging storytelling environment.