17 Years Strong: How Hollywood Branded Thrives in a Challenging Industry

So many celebrations to share with you today! The first - this month, we celebrate a remarkable milestone - 17 years of Hollywood Branded! This achievement is even more significant, considering that 50% of businesses fail within the first five years, and 73% don't make it to 15 years.

I vividly remember the moment the agency's name was born - about six months before I even thought of starting my own agency. I had just finished speaking at a conference in La Jolla, where I was the key presenter on how product placement works. As I drove up the 405 with the convertible top down, I talked to my grandmother via the crackly wired predecessor to the earbud. I shared that the conference host had suggested I write a book, and my grandmother asked what I'd call it.?

Without hesitation, I answered: "Hollywood Branded"

The story of my agency has new chapters written with each client we work with and each partnership we produce. One day, the book by the same name will be published, reflecting on this journey and showing how far both I and the agency have come. It's no small feat to thrive in industries as dynamic and challenging as Hollywood and advertising, where engagement rules constantly evolve. But here we are, stronger and more resilient than ever.

Little did I fully realize on that fateful day as I drove that after a decade spent mastering product placement and building relationships globally, I would hit the proverbial glass ceiling and decide to start my agency. And I already had the perfect name. Hollywood Branded was born out of a desire to learn more, do more, and create more - leading to my Learn.Do.Teach a philosophy of constant growth for yourself and others. Despite the challenges, from industry strikes to cyber fraud, we've built an agency empowered to create anything our team and brand partners can dream up in the world of pop culture branded partnerships.?

Hollywood Branded Named to the Inc 5000 List

The second celebration is a big one - we have even more to celebrate than an anniversary. I'm incredibly proud to announce that Hollywood Branded has earned the rank of No. 1546 on the 2024 Inc. 5000 list of the fastest-growing private companies in America!

Now you may say, huh ok, a list of 5,000. But wait, let's put this into perspective. Out of the more than 32 million small businesses that the SBA says are in the U.S., only a tiny fraction grow fast enough to earn a spot on this prestigious list. A super small portion of a percentage. This is a celebration as it's not just about surviving - it's about thriving in a landscape where most businesses falter. Achieving this ranking is a testament to our relentless drive, innovative spirit, and the incredible support of our team, clients, and partners.? It is proof that, as an entrepreneur, I've gotten a few things right.?

What We've Accomplished

It's easy to let everything blur together over the years and to focus on the failures versus the successes. Still, when I take a step back and look at what storms we have weathered, the mountains we have climbed to succeed, and the massive amount of partnerships we have built, I'm very proud of what my initial vision has accomplished and brought to life in the form of a very unique creative agency.??

In the past 17 years, Hollywood Branded has accomplished a lot, including:

• Specializing in creative activations, building brand integration, product placement, celebrity endorsements, influencer marketing, event activations, and celebrity seeding.
• Produced commercials, documentaries, and digital series.
• Built 10,000+ brand partnerships.
• Worked with 250+ brands.
• Reached 100+ billion people.
• Created $100+ million in partnerships from scratch.
• Partnered with 5,000+ productions.
• Delivered over $1+ trillion in media value.
• Designed 600+ licensing, PR, and promotional partnerships.
• Mastered 500+ gaming and digital content partnerships.
• Built robust multi-year partnerships with linear, digital, PR, and retail extensions.
• Crafted music partnerships seen globally.
• Worked with 2,000+ celebrities and influencers.
• Hosted celebrity events and won numerous awards.
• Published 1,800 industry insight articles.
• Hosted 400 podcast episodes on "Marketing Mistakes (+ How To Avoid Them)."
• Brand sales have soared. This July, one of our product placement partnerships caused the brand's stock to jump from 560,000 daily trades to over 17.7 million. If that's not proof that this branded pop culture marketing works, then I don't know what to tell you.?

Where We've Had Learning Lessons

This achievement is even more meaningful considering the challenges we've faced over the past few years - from navigating the tumultuous Hollywood shutdowns due to COVID-19 to weathering the impact of last year's actor and writer strikes. Through it all, we've rebuilt and pushed the boundaries of what's possible in brand partnerships.

These experiences have made me tougher and more capable and strengthened the agency with experiences and a wealth of stories I now share to help others on their entrepreneurial journeys. I've been there, done that, and f*d up many things along the way. While it's often been a rollercoaster, it's given me grit and resilience, where I've gotten back up each time after facing challenges like:

• Three industry strikes that threatened operations. One when I first started the agency, and the other two back to back last year.
• Cyber fraud that wiped out all operating capital.
• Filmmakers reneging on multi-million dollar deals and costing us clients.
• Litigation with clients and producers.
• The absurdity of a fintech client attempting to stiff the agency for $1.1 million. It's quite the story. We won the lawsuit - and they went out of business.? It's too bad - the work we did was fantastic.?
• Ego clashes with Hollywood's most prominent directors.
• Broken promises from significant brands that led us to staff up for accounts that never materialized.
• The rise and fall of clients like BlackBerry over a decade.
• The pandemic shutting down Hollywood.

The Lesson: Embrace the Challenges, They Forge Your Strength

Reflecting on these 17 years, the most important lesson I've learned is that every challenge, setback, and obstacle is an opportunity in disguise. Owning an independent agency in Hollywood, especially as a woman, is not for the faint-hearted. It's tough, and sometimes more than you think you can even handle, it can feel like the world is against you. But it's in these moments of adversity that we discover our true strength.

As an adventurer at heart and avid scuba diver, I've faced sharks in the ocean and as an agency owner I've faced them on dry land. (If you don't get my reference, go watch "Swimming With Sharks" to get an understanding of how Hollywood can work.?

Only one truly is the apex predator that have the teeth to tear you apart - the rest are just bullies who have failed to understand the goal of building businesses based on mutual benefit. I've learned to stand tall, fight when needed, and fiercely protect what I've built for our clients, team, and agency. The journey hasn't been easy, but it has been worth every battle scar. Each challenge has made me tougher, more resilient, and more capable of leading this agency to greater heights.

The real takeaway here is this: Don't fear the storms - they're what shape you. The failures, the struggles, the near-misses - and all of the f*ups you manage to do on your own as you stumble along trying to figure it all out - are the crucibles that forge your success. They've taught me that resilience isn't just about bouncing back; it's about using those setbacks as a springboard to leap even higher. If there's one piece of advice I can offer from my journey, it's this: Embrace the challenges, learn from them, and let them fuel your growth. It's in overcoming them that we genuinely thrive and open doors to opportunities you would otherwise never be prepared to be able to handle without those learned lessons and battle scars.?

A Client Success Story

One of my absolute favorite partnerships from the last year has been the incredible collaboration we built for Mean Girls with Pilot Pen. The foundation of this partnership was laid through product placement in the movie itself, which we then leveraged to create a commercial spot. To add to the excitement, we launched a pink line of pens that flew off the shelves, selling out on Amazon on day one! The success didn’t stop there - our team masterminded an adorable unboxing campaign, supported by dozens of influencers, that took the marketing to the next level.

A Heartfelt Thank You

As we celebrate this milestone, I want to express my deepest gratitude to my team, who works so hard every day to keep our clients and partners happy and who build phenomenal campaigns that are literally made up from scratch - each and every time.

To our clients and partners, your trust and collaboration have been the driving force behind our success. Your bold ideas, shared visions, and commitment to innovation have allowed Hollywood Branded to thrive. Our team and I are honored to work alongside you and look forward to many more years of fruitful partnerships.

And, of course, I want to extend a special thank you to my wonderful, fantastic husband, Ian Drummond, who has been by my side through thick and thin for the last eleven years, helping tremendously in ways that make all the difference both behind the scenes and as the COO of Hollywood Branded for the previous five. Ian, your support and love mean everything in the world to me.

A New Chapter for Hollywood Branded: LA 2028

Finally, our entire country should be celebrating the completion of the Paris Olympics! With the most medals of any country, Team USA really did kick @$$. The professionalism, passion, and power of these mighty athletes are a testament to perseverance and the impact of manifestation.

As the 2024 Summer Olympics in Paris came to a spectacular close, with Tom Cruise stealing the show in a jaw-dropping stunt, the world’s eyes are now turning towards Los Angeles, the next host city in 2028 where the power of Hollywood is sure to be front and center. The handover to LA Mayor Karen Bass marked the beginning of an exciting journey for our city, and my team and I are ready to seize this moment to build Olympic-sized partnerships in our hometown!? No travel or hotel rooms needed - we've got this. :)?

Paris 2024 was recently dubbed the most product placement-filled Olympics in history - a trend I explored in last week’s newsletter. It’s clear that athletes need brand support to sustain their careers, and there’s no better way to engage with fans emotionally than through home country pride. Sponsorships and brand partnerships don’t just elevate the games - they play a crucial role in easing the financial burden on host cities, helping cover the massive overhead of pulling off such a monumental event. Brands that step up can create lasting, mutually beneficial relationships that resonate long after the final medal is awarded.

As LA gears up to host the world for World Cup 2026 and Summer Olympics 2028, we will be helping brands craft innovative sports and entertainment partnerships that blend pop culture, celebrity influence, and creative sponsorships. We’re excited to build groundbreaking activations to help make unforgettable experiences for brands and fans. The world will be watching, and we’re here to ensure our clients shine the brightest.?

Thank you for being part of our journey. Here’s to many more years of success and innovation! Cheers!!!

But Wait, There's More!

Stay tuned to our blog at Hollywood Branded for the latest insights into celebrity branding and the intersections between entertainment and entrepreneurship. You can also check out the articles our team wrote below or listen to our weekly podcast.

Natalie Ivanova takes a deep dive into the transformative power of AI in her article Leveraging the Power of AI for Building Brand Awareness. She provides insightful examples of AI-driven campaigns that have successfully increased brand visibility and engagement, making this a must-read for anyone looking to stay ahead in the digital marketing landscape.

In her article Love Island USA: A Hotbed for Brand Integration, Alyssa Carswell explores the strategic use of brand integration in reality TV. She breaks down how the show’s immersive environment creates unique opportunities for brands to connect with viewers, analyzing successful integrations and providing key takeaways for marketers aiming to boost brand recognition and consumer engagement.

As always, reach out with any questions or to discuss how to take the first steps to brand pop culture!? When you are ready to take your brand to the next level contact my team at Hollywood Branded to learn how our expertise can help you achieve unparalleled success in product placement and brand partnerships. Visit our website or call us at (310) 606-2030.

- Stacy Jones, CEO + Founder Hollywood Branded