Video Age International October 2016

18 October 2016 V I D E O A G E O f the 156U.K.-basedcompanies exhibiting at MIPCOM, 122 are from London and, except for brief pauses for Brexit, they have been busy preparing for MIPCOM since June. The bulk of these preparatory tasks tend to fall to the marketing teams — behind-the-scenes professionals who make everything look easy because they always have multiple solutions up their collective sleeves — plans “A,” “B,” and “C,” if you will. Throughout the market, they will be the ones who make sure everything runs smoothly for their salespeople, ensuring that their new shows are well positioned and receive the proper media exposure, and that talent on the floor receives the attention it deserves. Additionally, they will be the ones supervising the set up of the stands, arranging interviews for their top- level executives, organizing parties or press conferences and working with the security people to guarantee that everything runs safely and smoothly. Foreverykeymarket — startingwiththis Issue’s in-depth look at London — VideoAge will review the marketing efforts of companies in major territories. Next, we’ll feature Toronto, followed by Mexico City/Bogotá/Sao Paulo/Buenos Aires, then the triangle that is New York/Miami/Los Angeles, before heading back to Europe to check out Madrid/Rome/Paris/Munich. VideoAge reviewed the MIPCOM preparations of five of the U.K.’s largest distribution companies. Contributing their comments were: Jennifer Brinkworth , svp, Marketing and Communications, Content Television and Digital; Claire Douglas , Marketing & PR manager, Passion Distribution; Amanda Hill , A+E chief marketing officer, International ; Connie Hodson , vp Content &Marketing FOX Networks Group Content Distribution; and Steve Quirke , head of Marketing, Zodiak Rights. VideoAge: What are some key issues you’re dealing with at MIPCOM? Jennifer Brinkworth : Our marketing team [must] work closely with our acquisitions team and, of course, the shows’ producers, to truly understand the key selling points of the properties we will be launching, so we can capitalize on these in all forms of promotion. We are charged with rolling this new content out and creating a real buzz around the properties in the international market. This is achieved through strong promotion, creative, eye-catching visual campaigns — whether online or in print — dynamic and engaging trailers, and ongoing viral campaigns. We also provide our sales team with anecdotal and other sales support information — for example audience ratings, target demographic groups and reviews. Claire Douglas : Quality time with clients, making each title count and logistics. Amanda Hill : A+E is coming off of a monumental MIP-TV where we premiered Roots . At MIPCOM, we will continue our momentum and create a real moment for A+E Networks to elevate our position as an innovative force in international production, sales and marketing. We will look to continue driving awareness to the pedigree of our growing scripted offerings, and to reinforce our continued leadership position in factual and movies and our growing position in formats. Our market objectives are: Celebrating the power of A+E Networks as a whole — alongside our programs; bringing meaning to the brand — complementing but not overpowering the individual genres and programs; and creating a clear sense of ‘theme’ for A+E Networks at MIPCOM. [In addition, we’ll be] celebrating our new home [at the former Discovery stand. Connie Hodson : Weather, competing events and ensuring we have enough space at the stand for meetings. Steve Quirke : It is our role to make sure all launch programming from our new program catalog is presented to buyers at least two weeks in advance of MIPCOM. With meetings only half an hour long, it is critical that buyers have seen the catalog in advance of their MIPCOM meetings with us so that more titles can be discussed within the time frame. We present our programs in advance through our website and an emailed PDF catalog. While at the market the sales team will use an iPad screening app and a printed catalog to pitch shows. Show marketing [is also key]. There are many distribution companies all trying to get the attention of the buyers who attend the market. In such a noisy environment any marketing campaign or launch event must be well thought through and executed to get maximum impact. Last, it is important that there be a good environment for the salespeople to take their meetings. The exhibition and sales stand must be welcoming, comfortable, look dynamic and set up to boldly promote key shows. VA: How do you position new shows and library material at MIPCOM? Claire Douglas : MIPCOM is the natural place to promote new series and these would lead in any advertising and branding. At Passion Distribution, we always try to give visibility to all of the portfolio — whether long-running series or single doc. We also like to communicate about various genres such as drama and crime , reminding clients of titles that we have in our portfolio. Amanda Hill : We recognize that with today’s evolving media landscape, new and culturally relevant content drives buzz and heightens interest. We prioritize new shows in the vast majority of our communications, but also emphasize the proven performers in our promotional efforts. We create and reflect the cultural zeitgeist. We unapologetically “go there.” Our shows drive ratings and buzz. We partner intelligently — Pulse, Propagate — and have a cool, innovative, disruptive and pioneering spirit. Connie Hodson : Our program inventory is presented on our website and all new titles are featured in our print and digital catalog as well as at our stand’s screening site and on our screening app device. So there are always numerous ways buyers can reach our content at all times. Steve Quirke : We plan on highly focused trade marketing activities, ensuring that each communication is appropriate to particular audiences. Brand new shows will be allocated London Calling on Marketing Teams For Planning A, B & C MIPCOM Preparat ions Passion Distribution’s Claire Douglas with Johann Galland Zodiak Rights’ Steve Quirke, Holly Kemp (r.), Samira Sorzano (Continued on Page 20)