AGBO's Marian Koltai-Levine discusses audience insights and partnering on marketing plans for IP

-AGBO's Marian Koltai-Levine discusses audience insights and partnering on marketing plans for IP

Transcript

00:00Marianne, I'll turn to you on, based on audience, we're talking about engagement and fandom.

00:05There's an element of marketing that is about attribution and incrementality, obviously,

00:10and lift. As you work in partnership with these partners, how do you show, A, the advantage

00:18of doing it, because you have to do a synchronous marketing plan. How do you show the advantages,

00:24and from an audience insight perspective, what are you really keying in on as it relates

00:28to franchises? I think for the audiences, we're keenly aware

00:32of them. When we work in partnership, because we are on the creative side, it allows us to

00:38have a unique and distinctive opportunity to show audiences that you would not necessarily

00:44get that kind of viewpoint. We look at this from the very beginning. I think why the partners

00:51are enthusiastic to partner with us because of, number one, the access. You know, we're creating

00:59it. It gives you an unusual opportunity for access. We're extremely collaborative, and I think

01:05our fan base is aware of that, and we're also very much globally oriented. So when you look

01:13at all of our projects throughout the entire Agbo slate, you'll see we have a lot of regional

01:20productions. We did a film in Arabic. We've done a film in Italian. Extraction One was actually

01:27very little in English. It was mostly in Hindi. And so we're very aware, and so we try, we make

01:36a very concerted effort to be respectful and aware of these regional fan bases and offer

01:42a look that you wouldn't have normally. Social is an incredibly important part of this, and

01:48also then the brands are incredibly important because as we build things, there become opportunities

01:54from a consumer product standpoint that may be authentic to the storytelling, and it's worthwhile

01:59to have those conversations. And social is clearly incredibly important for cultural discussions

02:07around the world.