Shaping the Cultural Zeitgeist with WarnerMedia
Live on Zoom - Wednesday, September 23rd at 1PM PST / 4PM EST
Shaping the cultural zeitgeist. Few can do it. It’s a marketer’s holy grail. It takes talent, tools, and technology, working together in harmony to tap into new consumer behaviors and trends and leverage them for brands. Through our diverse creators and a deep expertise across genres, WarnerMedia connects with our audiences to tell unique brand stories. Stories that captivate. Stories that move you. In this session, we will share key case studies that have transformed relationships between top brands and their consumers – all through the power of storytelling.
Hosted By
Kerry Flynn
Reporter
CNN
Kerry Flynn is a CNN Business reporter based in New York, covering media.
Prior to joining CNN in 2019, Flynn was a reporter at Digiday, where she investigated marketers' and publishers' relationships with tech companies. Flynn previously was a reporter at Mashable, covering tech giants and Silicon Valley culture. She also has written for IBTimes, HuffPost, Forbes and Money magazine.
Flynn focused much of her past coverage on the rise of social media and the good and bad that has come from it. She's written about people selling Instagram verification, publishers abandoning Snapchat and voters campaigning on Tinder.
Flynn grew up in Wilbraham, Massachusetts. She is a graduate of Harvard College, where she studied environmental policy and wrote for The Harvard Crimson.
Featuring
Elaine Andrade
SVP, Executive Creative Director
Fullscreen
Elaine Park Andrade is SVP, Executive Creative Director at Fullscreen — a next-gen marketing company transforming brands into digital culture at the speed of social. An award-winning creative with over 16 years of experience, she has worked for top companies such as AT&T, Unilever, Kraft-Heinz and Toyota.
Her career-long focus on data-driven, purpose-led creative is underpinned by a human-centered approach to immersive storytelling. With special expertise in digital innovation and hard-to-reach audiences, she brings a future-forward outlook to all aspects of branded entertainment.
Between Fullscreen’s best-in-class premium originals work (like the long-form shows that transformed YouTube into a #1 driver of sales for Mattel) and viral social moments (like 10-hours of Smooth Jazz for Trolls World Tour that racked up 3mm views in its 10hours lifespan), there’s no platform her team can’t disrupt. That’s why the same creative company that produced the prestigious celebrity-mentored short films for AT&T’s Hello Lab for three years running can also turn around a pack of originally illustrated GIPHY stickers for Tiger King in less than 48 hours.
Prior to Fullscreen she was Executive Creative Director at Carrot Creative, VICE Media’s digital agency. Early leaders in social and digital innovations, Elaine and her team were known for feed-hacking, first to market solutions for global consumer and entertainment brands.
Elaine is part of the She Runs It executive class and is a regular mentor to rising female talent in the brand industry. In her free time, Elaine regularly donates time creating investment pitch proposals for women and minority-owned startups.
Jennifer Cohen
SVP, Entertainment Content Partnerships
WarnerMedia Ad Sales
Jennifer Cohen is senior vice president of entertainment content partnerships for WarnerMedia Ad Sales. In this role, Cohen leads all solution-based brand partnerships across Adult Swim, Cartoon Network, TBS, TNT, and truTV, as well as the company’s movie studio business portfolio-wide. She also oversees Ignite Studios, the newly launched digital entertainment studio for brands. Based in New York, she reports to Joe Hogan, EVP of sales and marketing at WarnerMedia.
Cohen works closely with the company’s top advertisers to develop powerful brand campaigns that drive engagement with fans and robust return on investment for partners. This includes managing the partnership marketing relationship with CONAN, which has produced branded video hits such as “Ride Along” and “Clueless Gamer,” flagship branded series, and brand activations at tentpole events, including San Diego Comic-Con. Prior to her current position, Cohen was vice president of integrated marketing, Turner Ad Sales.
Before joining the company in 2011, Cohen was a branded entertainment producer for Telepictures Productions, where she managed brand integration opportunities for Lopez Tonight, Ellen and TMZ. Previously, Cohen spent six years at NBC Universal’s USA Network on the consumer and event marketing side of the business, overseeing movie studios and hit shows including Monk and Psych. Within this position, she helped spearhead some of USA Network’s first in-show brand integrations. Cohen launched her career at DreamWorks Animation the year the company was founded.
Cohen and her team have been honored with industry recognition for their creative brand campaigns, including “Best in Show” and “Best Branded Content Program” at the Digiday Publishing Awards and “Gold in Branded Entertainment: Online” at One Show. They’ve also earned accolades at IAC Awards, PromaxBDA, Cablefax Faxies, Shorty Awards, OMMAs, among many others.
Cohen received her bachelor’s degree in pre-law from UC Santa Barbara. A native of Los Angeles, CA, she currently resides in New York City.
WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others, as well as Xandr’s suite of advanced advertising solutions designed to help to improve advertising for brands, publishers, and consumers. WarnerMedia is part of AT&T Inc. (NYSE:T).
Seth Cole
SVP, Brand Partnerships
Turner Sports
Seth Cole is senior vice president of brand partnerships for Turner Sports. Within this role, Cole leads partnership development and activation across the Turner Sports portfolio of leading brands and league partnerships.
Throughout his entire 17-year career with the company, Cole has worked across all facets of the business, and has built up a unique expertise, starting as a marketing assistant in 2003 and moving up the ranks to his current position. He presently oversees a sizable team that specializes in driving new innovations, multi-platform partnerships, and business opportunities as Turner Sports has grown its multi-platform footprint to encompass the NBA, NCAA, MLB, ELEAGUE, alternative programming, and special events.
Cole also serves as the managing director of WarnerMedia Sports Partnerships, launched in January 2017 as Ignite Sports, which brings together the organization’s intellectual property, live events and experiential marketing, creative services and data solutions, to elevate a brand partner’s marketing efforts to the next level. In three years since WarnerMedia Sports Partnerships’ launch through 2020, Cole and his team quadrupled the amount of non-traditional advertising partnerships.
Cole graduated with a Bachelor of Science degree (cum laude) from Ithaca College’s Park School of Communications. He currently resides in New York with his wife Hannah and daughters Charley and Alex.
Beckley Mason
Executive Director
Playmaker
Beckley leads the Branded Content team at Bleacher Report's in-house creative agency, Playmaker, which is responsible for concepting and producing award winning campaigns focused on reaching hyper-engaged young sports fans.
Playmaker is fast becoming a preferred agency for today’s athletes who see value in developing their own brands and exploring incremental opportunities for creative work. The ability to connect brands to the right athletes allows Playmaker to facilitate authentic relationships between fan communities, the athletes they love, and the brands that seek to reach them. To date, Playmaker has developed and produced numerous long and short format video creative featuring athletes including Patrick Mahomes, Donovan Mitchell, and Karl-Anthony Towns.
Beckley entered the marketing world at an events and social agency called Team Epiphany, writing copy and producing for the Nike Basketball account. Before merging marketing and editorial storytelling at Bleacher Report, he also worked on the Beats and Nike Digital Brand business at R/GA as a producer.
Michal Shapira
SVP, News Content Partnerships
WarnerMedia Ad Sales
& Head of Courageous Studios
Michal Shapira is senior vice president of news content partnerships, WarnerMedia Ad Sales and head of Courageous Studios. In this role, Shapira oversees strategic partnership marketing across the NEWS division’s multi-platform footprint, including CNN, HLN, CNN Airport Network, CNN Digital and Great Big Story. Based in New York, she reports to Joe Hogan, executive vice president, sales and marketing, WarnerMedia.
Since joining WarnerMedia, in 2014, Shapira has been focused on the development of innovative, best-in-class brand programs that drive results for marketing partners. From spearheading the launch of Courageous, CNN’s first-ever brand studio (specializing in bold, culturally-relevant creative and documentary-style premium storytelling) to leading solutions and product marketing for the NEWS division, Shapira and her team continue to innovate and expand the suite of capabilities available to marketers. Shapira also manages the NEWS properties’ marketing communications, trade marketing and events efforts including the annual CNN Experience as well as brand activations at tentpole events such as CNN Heroes.
Previously, Shapira held several leadership positions within the Ad Sales department of The Wall Street Journal, including vice president of media innovation, vice president and head of global integrated marketing solutions and head of digital marketing. Prior to her time at The Wall Street Journal, Shapira served as the executive director and head of Condé Nast Studio, delivering digital creative services to Condé Nast clients. Within her career, Shapira also held several digital-focused roles at AOL and iVillage.
Under Shapira’s oversight, the NEWS content partnerships team has been honored with notable industry recognition, including Digiday Video Awards’ “Best Video Publishing Partner for Brands” in 2018, as well as WarnerMedia Ad Sales’ and CNN’s first Cannes Lions in 2017. Additional honors include three Adweek ARC Awards including the “Grand Arc Award” and Digiday Content Marketing Awards’ “Best Use of Native Advertising”, among many others.
Shapira has been honored twice by She Runs It (formerly AWNY) with the “Changing the Game Award” in the brainwave category and as a “Working Mother of the Year” in 2017. She received a bachelor’s degree in sociology and economics from Tulane University and a master’s degree in business administration from Emory University. She resides in Manhattan with her husband and three sons.
WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others, as well as Xandr’s suite of advanced advertising solutions designed to help to improve advertising for brands, publishers, and consumers. WarnerMedia is part of AT&T Inc. (NYSE:T).
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