"Gap is hiring a vp of development at $300,000 to $360,000, reporting to Pam Kaufman - the Paramount exec Gap poached in January to become its first chief entertainment officer, reporting directly to the CEO. Kaufman's remit spans music, television, film, sports, gaming, film, sports, gaming, consumer products and cultural collaborations."
"A decade ago, CMOs were scrambling to hire a social media manager - a role that hadn't existed three years ago, that HR had no salary band for, and that agencies insisted they could handle. For many, it was a necessary response to people who had stopped responding to the language brands had spent decades perfecting."
"None of this is new. Soap operas got their name because brands sponsored them first. What's different now is the scale - the org charts, the Sunset Boulevard offices, the Emmy nomination - and the ambition behind it."
Brands are establishing dedicated in-house entertainment studios as a strategic response to changing consumer preferences. Gap hired Paramount executive Pam Kaufman as chief entertainment officer overseeing music, television, film, sports, gaming, and cultural collaborations, with plans to build a team on Sunset Boulevard. This trend mirrors the emergence of social media teams in the early 2010s, when brands recognized consumers no longer wanted traditional advertising. Companies like Dick's Sporting Goods, Fanatics, and Starbucks have launched their own studios. While branded entertainment historically existed through soap opera sponsorships, the current scale—complete with dedicated org charts, physical offices, and Emmy nominations—represents unprecedented corporate investment in content creation as a core business function.
#in-house-entertainment-studios #brand-content-creation #corporate-entertainment-strategy #content-marketing-evolution
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