ITV

Tag: Entertainment marketing

  • Trailer Park Group names Tamagna Ghosh as managing director APAC

    Trailer Park Group names Tamagna Ghosh as managing director APAC

    Mumbai: Entertainment marketing and content production company Trailer Park Group has announced the appointment of Tamagna Ghosh as managing director for Asia Pacific and China (APAC) on Wednesday.

    It has rolled out the next stage in its APAC expansion strategy. It has also appointed Gina Grosso as SVP of global production as well as made a significant investment in state-of-the-art technology.

    In his new role, Ghosh is charged with driving the firm’s bold expansion strategy across the APAC entertainment and the gaming market landscape, including organic growth as well as M&A activities to scale Trailer Park Group’s on-the-ground presence and offering in the region.

    Ghosh joins Trailer Park Group from Amazon in Mumbai, India, where he spent six years as head of creative marketing for Prime Video, leading marketing and original music creation efforts for the most popular IN Original titles including The Family Man, Mirzapur, Paatal Lok, and Made in Heaven. A veteran in the media and entertainment sector, Ghosh has held previous creative leadership positions in Walt Disney Studios, where he introduced India localized theatrical marketing strategies for iconic franchises like such as Avengers and Star Wars, Jungle book.

    “We could not be more excited to announce this next phase in our growth plan for the APAC region, and to welcome Tamagna and Gina to the Trailer Park Group leadership team,” said Trailer Park Group CEO Rick Eiserman.

    He added, “APAC is one of the world’s largest growth markets and our investments in this region are crucial to meet our clients’ global demands. Both Tamagna and Gina’s impressive backgrounds and deep industry experience make them exceptionally well-qualified to help us grow our business throughout the region.”

    “I’m honored and energized to partner with Trailer Park Group during this exciting time of growth and innovation in APAC and lead the charge for its next level of growth in this region,” said Tamagna Ghosh on his appointment.

    “I have watched the creative economy boom in India and APAC for more than a decade, and yet its full potential is still untapped. I am excited to join forces with White Turtle Studios, bring in industry leading partners like Art Machine and Trailer Park, and can’t wait to build a world-class creative powerhouse to nurture and amplify the region’s creative talent and open up opportunities to be a part of the global creative workforce,” he added.

    In addition to Ghosh, Trailer Park Group has appointed Gina Grosso as SVP of Global Production, a newly created role that will see Grosso streamlining the production integration and workflow between all of Trailer Park Group’s global operations and connecting its network of studios globally for clients. Prior to this, she was with Publicis Groupe where she held the role of Head of Production and Operations for North America, Grosso is an experienced production and operations lead with a demonstrated history of leading five production studios simultaneously across North America, while connecting and aligning multiple studios across Latin America, and Europe.

    On her new role, Gina Grosso commented, “My goal in this role is ambitious, yet simple: create seamless and scalable workflows across offices and territories so our teams around the world can create, with flawless execution, more of the exceptional, award-winning content our clients expect. I look forward to partnering with Rick, Tamagna, and the rest of the Trailer Park Group leadership team as we transform the company into a 24/7 content, creative, and production network, and tap into the best talent globally.”

    Trailer Park Group, which works with many of the world’s largest media and technology companies, networks, studios, and streaming platforms such as Amazon, Disney, HBO, Netflix, and Xbox, has long been committed to providing an industry-leading security and technology infrastructure. As the company broadens its reach in locations around the globe, it has invested significantly in high-speed, global asset management technology and point-to-point workflow options—for even the most secure projects.

  • Consumers prefer entertainment marketing versus traditional forms: survey

    Consumers prefer entertainment marketing versus traditional forms: survey

    MUMBAI: A longitudinal survey conducted by Hollywood Branded Inc. to measure brand, agency and consumer perception of tactics used in entertainment marketing campaigns, and the effectiveness of entertainment marketing as a form of advertising, showcases that 51 per cent of consumers purchase products after the brand is featured in TV or film product placement, and 43 per cent purchase after exposure to celebrity endorsement campaigns. Over 1,300 individuals responded to the 48 question survey, and the data provides insight into the most effective entertainment marketing tactics currently in use.
     
    Significant survey findings included:
     
    72 per cent of brands and agencies use entertainment marketing in their current marketing mix, whereas 52 per cent of marketers say that TV is the most utilized platform, followed by digital. Film is used by 29 per cent of marketers, celebrities by 23 per cent, music by 20 per cent and gaming by 11 per cent. Meanwhile, as per the survey 85 per cent of marketers state that entertainment marketing works to boost sales. Almost 98 per cent of consumers report noticing product placement in television and film and 80 per cent of consumers favour product placement and see it as a form of ‘organic’ marketing.
     
    51 per cent of consumers make cognizant decisions to purchase after seeing product in a TV show or feature film. Whereas celebrity influences 43 per cent of consumers.
     
    “The majority of consumer respondents indicate receptiveness to entertainment marketing, and express a preference for this form of advertising over traditional advertising as long as it is kept organic and natural in approach,” explains Hollywood Branded Inc CEO Stacy Jones.
     
    Additional findings of the survey signify that social media engagement is the preferred measurement by marketers of campaign success. The majority of agencies measure return on investment based upon digital analytics and conversion rates, followed to a lesser extent by estimated impressions. As to future implementation, marketers state that entertainment marketing budgets will increase in 2015 more than any other area of marketing, based on past success of the tactics.

     

    Entertainment marketing has become a commonplace practice used for brand advertising, with reported consumer and marketer data demonstrating positive influence on consumer sales.
     
    Within the survey, consumer majority state receptiveness to the practice, when kept organic and natural in approach. Consumer response also indicates a preference for entertainment marketing versus traditional forms of advertising as it shows product usage in a natural setting.
     
    The survey results support entertainment marketing as an effective marketing tactic for brand marketers to influence consumer sales.