Current gig CEO, co-chairman at PMK-BNC
Previous gig CEO, chairman and co-founder at BNC
Adweek: What's PMK-BNC's mission?
Michael Nyman: We help our clients—whether they are major consumer brands, talent or popular entertainment properties—connect with consumers through popular culture. One example is helping a client like Audi connect with consumers by creating a piece of content featuring the Muppets that showcased the brand's sponsorship of the Emmys.
Why was that campaign successful?
The partnership worked on three levels. One, Audi, like in previous years, was keen to call attention to their association with the Emmys. Two, the timing of uniting with the Muppets was key. The new show was set to debut and we knew there would be a lot of buzz around their return to prime time. Three, the beauty of the Muppets is the artful execution of smart and witty content, which played well in the creative around being an insider in Hollywood.
When fusing brands with entertainment properties, what are some rules to remember?
Does it work and work well for both sides? Is it authentic? Would the consumer of the content and promotional experience be the same with or without a deal? Make sure you work with your partner with the intent to work with them again. Also, how will the promotion play and what will your reputation be after you complete the deal?
What does the future hold for Hollywood and brands—what's the next frontier?
The consumer already has complete control and choice, so brands will need to constantly thread the needle in their execution and find new ways to get their brand message absorbed, whether it's embedding it in content or extending into new platforms. One of the biggest issues with promotions will be timeliness. In television, appointment viewing is going by the wayside as schedules will be driven less and less by episodic programming. Consumers will still enjoy the television experience, but taped television episodes will be more evergreen, making timely tie-ins tougher and tougher. Live talk shows, performances, competition shows and sports will only continue to gain promotional attractiveness.
Compare the L.A. and Madison Avenue agency scenes.
I believe there is an authentic scene on Madison Avenue, a certain traditional industry community with a real esprit de corps. There's a constant flow of conferences, mixers, events and celebrations. It's all quite ritualistic and the ad folks all hang out together. In Los Angeles, the agency scene has somewhat melded into the creative community with creative execs and media folks intermingling with marketers, agents, studio and network execs and content creators.
Are the coasts more alike than different?
At the end of the day, whether you are East or West, the name of the game is storytelling and being able to identify and connect with a consumer, shape a message and incite a call to action.
This story first appeared in the Nov. 16 issue of Adweek magazine. Click here to subscribe.