This Former Hollywood Writer Is Helping Netflix Create Daring Campaigns

MullenLowe's Betsy Rosenbloom bridges the gap between creative and media planning

Betsy Rosenbloom is thriving in a one-of-a-kind agency role.
Dan Howell

Betsy Rosenbloom found an entirely new way to say, “Be mine,” to promote a Netflix variety show this past February called Michael Bolton’s Big, Sexy Valentine’s Day Special.

A series of cheeky e-cards got right to the heart of the matter: “This Valentine’s Day, I’m going to power ballad a baby into you,” read one, while another promised a date night with “dinner, flowers and insemination.”

The idea wasn’t a tough sell, as the hour-long show itself—created by Lonely Island and Comedy Bang! Bang! vets—poked fun at Bolton’s schmaltzy image (and encouraged people to get busy). Plus, “the client was willing,” said Rosenbloom, a veteran TV and film writer and producer. “They were very receptive to the most out-there ideas.”

That project highlights the two sides of Rosenbloom’s gig at MullenLowe Mediahub: brainstorming bold (and sometimes saucy) ideas, then using those to drive media choices and placement. Since joining the company last fall, she’s primarily been handling Netflix and its abundant original programming.

“We’re leading the account with creative,” she said, “and trying to think of the most innovative, eye-catching ways to use media.”

Not long before writing those e-cards, Rosenbloom worked on a print campaign for Netflix’s romantic zombie comedy, Santa Clarita Diet, that slapped full-page ads on the backs of tabloids like OK!, Star and Us Weekly. Readers, accustomed to seeing prominent weight-loss ads in those spots in January, realized that series star Drew Barrymore was sipping a smoothie made to look like blended human body parts. That shock twist threaded through all the advertising for the darkly funny series.

To hype the new drama Anne With an E, she launched Mother’s Day events at independent bookstores to celebrate the classic novel, Anne of Green Gables, on which the series is loosely based.

It’s a plus, Rosenbloom said, that her creative-media hybrid job didn’t exist before she joined the agency. “Coming in as an outsider definitely helped,” she said, “because there was no set way of doing things. That really allows for experimentation.”

Curriculum Vitae

Senior media creative, MullenLowe Mediahub
2016 – present
Creates and executes campaigns and media placement.

Creative consultant
2015 – 2016
Wrote and produced branded content for FX, Disney, Marvel and
Red Bull.

Associate producer, Sisters
2012 – 2015
Produced Universal Pictures comedy starring Amy Poehler and Tina Fey.

Film and TV credits
2009 – 2015
Assisted on projects like Pitch Perfect, Pitch Perfect 2, HBO’s The Newsroom, MTV Movie Awards.

How she got the gig

Rosenbloom had been writing for various TV and film projects, interspersed with branded content, webisodes and digital work for marketers like Pepsi, Adidas, Dove and Taco Bell. Having a foot in both entertainment and marketing communications made her an ideal hire to bridge MullenLowe’s ad creative side with its Mediahub planning and buying business.

Calling card

Wrote and produced the Cups music video, a promotion for Pitch Perfect and its soundtrack, that launched about six months after the film became a hit. “We wanted to honor the whole phenom and the fans with a new piece of work, outside the world of the film,” Rosenbloom said.

This story first appeared in the June 26, 2017, issue of Adweek magazine. Click here to subscribe.

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