Sugar23的动态

We had over 100 brands in the audience when THE WAY UPFRONTS premiered last week, and, from our point of view, we struck a new kind of relationship between brands and Hollywood. One of mutual financial gain. Brands have never had an issue gaining access to talent—but they HAVE had challenges accessing the talent. That’s because, no celebrity ever woke up and said, I’d really love to do a commercial.? What was so different about this event was that the best and brightest stars and producers in Hollywood, went TO the brands to pitch their passion projects- the nuance here is that the brands were seeing these projects BEFORE Hollywood distributors—instead of being called much later in the process, where the brands are paying for integrations or placement, or simply advertising adjacent to the content. Many of the projects presented are now in real discussions with brand partners who will have the opportunity not only to shape the creative to its needs, but to have an ownership position in the content, with real upside. Thanks for the excellent coverage Olivia Morley ADWEEK and to my partners Matthew Rotondo , Michael Mayer, Lindsey Slaby, Jolene Delisle, Betsy Hindman and of course the incredible deep bench at Sugar23. ? The next edition of THE WAY UPFRONTS?will be announced soon and we look forward to doing it again soon. Leave us a comment below if you’d like to learn more, or if you were there and would like to leave some feedback for us. Matt and I will be at Cannes Lions and hope to see many of you there. Read event coverage here: https://lnkd.in/ecx8GNfV