What's the Deal With The Netflix Effect?

CMO Marian Lee is putting the streamer at the center of culture to capture eyeballs and ad budgets

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A queue of people spills out onto the pavement outside a quaint, blue-fronted café in North London. Kate Bush’s “Running Up That Hill” finds its way back onto the charts after 37 years. Bridgerton-inspired corsets, gloves and empire waisted ball gowns feature heavily on the 2024 Oscars red carpet.

This isn’t a string of unconnected events; it’s the so-called “Netflix effect” in action, and it’s the work of Marian Lee, who was named the streamer’s chief marketing officer in 2022.

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