“One WBD” Approach Offers Custom Creative and Connective Integrations with Theatrical, Streaming and Linear Portfolio Throughout the Marketing Cycle
At this morning’s Warner Bros. Discovery’s 2024 Upfront presentation, Sheereen Russell, EVP of Client Partnerships and Inclusion Solutions, Warner Bros. Discovery, and Dana Nussbaum, EVP of Worldwide Marketing, Warner Bros. Pictures showcased how the company’s holistic approach to cross-company collaboration will afford brands and advertisers the opportunity to connect their messages with hit films from Warner Bros. Pictures. The initiative underscores the opportunity to develop major brand executions that service their needs while also being part of cultural moments that consumers want to experience.
The announcement emphasized the power of the “One WBD” message shared throughout the Upfront presentation, a system that extends point of contact across the organization to unlock opportunities across the portfolio in a streamlined, effective way.
“This past year, we developed new best practices and pathways across all our internal partners to drive success for us and for clients,” said Russell. “We can create bespoke opportunities for the right brands, bringing them directly into meaningful events, major film releases and beloved franchises.”
“Our recent theatrical releases have benefited from brilliant cross-company collaboration, amplifying our amazing storytelling, celebrating our creators and creating true cultural moments,” said Nussbaum. “We are thrilled to explore even more opportunities for brand partners around some of our biggest new releases and beloved franchises.”
Building off the success of this model to amplify partnerships across Barbie, Wonka and The Color Purple, upcoming culture-defining releases that advertisers can activate around include Furiosa: A Mad Max Saga, Beetlejuice, Mindcraft and DC’s Superman. Opportunities include co-marketing campaigns leading up to and throughout a film’s release, integration with the film’s streaming premiere on Max, and creative sponsorship opportunities on the full Warner Bros. Discovery networks and digital portfolio.
For more information about how to partner with Warner Bros. Discovery Ad Sales, see here.