The Power of Production/Brand Relationships: Q&A with Entertainment Studios’ Jason Hermes
Rick Parkhill, Founder, BrandStorytelling.tv
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Brand Storytelling recently caught up with Jason Hermes, VP of Client Partnerships at The Weather Channel and Entertainment Studios, to learn more about the value of relationships fostered between production and brands when executing entertainment brand integrations:
You have just joined Byron Allen’s Entertainment Studios to head up client partnerships and brand content across the Weather Channel and the entire Entertainment Studios stable of programming. Tell us about your decision to leave a decade-long career at The Martha Stewart Show and NBCU and what has you excited about this new role?
The highlight of my 22-year media career was working with Martha Stewart on her daytime show, MARTHA from 2007-2009. During those years I worked directly with the show’s producers identifying segments that called for brands; in a way, I was part of the production team. After our weekly production meetings it was my job to reach out to those identified brand marketing teams and have the conversation of integrating their brand into our content, monetizing through paid integration fees. The conversation changes when you can start with a marketer by saying, “my producer has identified your brand as one we would like to work with in our content….”
I have the same collaboration with the producers across Allen Media (Entertainment Studios and The Weather Channel) that I did with The Martha Stewart Show and I’m excited, and happy to be back in a similar role. Full 100% Producer collaboration is the single key to successful organic product integration executions for brands.
At MARTHA, you developed a “creator/producer first” approach to brand integrations and content opportunities. Tell us how this is unique and why it’s more productive to bring opportunities to brands that are first envisioned and vetted with producers.
Great question - because when set up this way it becomes authentic. If an ad sales executive tells a producer what to produce based on dollars, the execution will fall flat. The producers are the artists and that needs to be respected. Once producers recognize they are dictating the content, not sales, the authenticity of the opportunity for brands becomes so much more valuable.
The art of successful brand integrations and content partnerships begins internally with producers