"Brands have spent decades, many decades, renting other people's stories," said Paul Furia, head of content and creative packaging at independent agency Media by Mother, adding that interrupting network programming made sense when there were captive audiences who had to tune in to appointment viewing but streaming models have changed the game. "Audiences have all the choice and all the control. Building your own studio flips the script. Why pay to interrupt someone else's story when you can fund and tell your own story that's built on your brand's DNA and engages your target demos in a way that's right for your brand?"
In February, luxury behemoth LVMH announced the creation of 22 Montaigne Entertainment in partnership with Superconnector Studios. In June, Starbucks touted its own burgeoning studio, Starbucks Studios, with the help of Sugar23. And in August, Chick-Fil-A revealed its plan for its own original programming focusing on reality TV. That's just to name a few of the major brands that have been dipping more than a toe into entertainment to create their own studios.
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