company: 20th Century Fox
PROJECT: FOX DIGITAL SUMMIT EVENT
20th Century Fox needed to help its marketing department better understand digital marketing. In the past, studios had often marketed major motion pictures in a very traditional way, spending approximately $25M on marketing films through TV and print channels – and just $1M online. 20th Century knew it had to alter this strategy to adapt to rapidly changing viewer patterns, but it was struggling with where and how to begin.
As VP of Creative Strategy at Ipsos, we developed a strategy for a one-day conference to introduce Fox’s entire marketing department to some of the most important themes in digital marketing. We created a symposium that included senior executives from Fox, leading qualitative market researchers and live panels with moviegoers. Tying the whole event together, we produced a video display featuring research findings and quotes taken from interviews with several leading advertising executives about digital strategy and marketing.