Lessons from the entertainment industry

A few years ago every industry event promised that advertising was dying and that people would happily seek out brand content instead. It didn't happen. The industry that gets people to spend time and money on content by choice is entertainment. Zoe Scaman has worked with Adidas, Rockstar Games and Ridley Scott's production company. In this talk from summer 2020 she looks at what marketing can take from Hollywood, gaming and music.

You'll learn how Reese Witherspoon turns books from her own book club into films, why Travis Scott's concert inside Fortnite drew about 27 million people, and how Wattpad picks stories for the screen using reading data. Zoe walks through seven shifts, from fandom and the merging of content and commerce to gaming engines, 5G and personalised entertainment, and closes each one with a question for brands.