2019 #LAOForum Recap

Looking back at the 2019 Brand Partnership Forum

The partnership marketing community gathered in Nashville for the 9th Annual Brand Partnership Forum from October 16-19, 2019 and everyone was buzzing! From the opening night party on Wednesday until brunch on Saturday, the event was a tremendous success. Here’s a recap of the event!

New Faces… New Companies!

With 150 attendees from over 100 different companies, we were thrilled to introduce the new attendess to the Brand Partnership Forum. Some of these first-time companies included Carnival Cruise Line, Exxon-Mobil, Holland America Line, Lionsgate Entertainment, Hershey’s, Madison Square Garden Company, MGM Resorts International, Mike’s Hard Lemonade, Planet Fitness, Regal Cinemas, Sam’s Club and Spotify. These companies joined alumni from entertainment companies and brands like Kellogg’s, DreamWorks, Sesame, Sony TV, Warner Bros. Pictures, Universal Pictures, Clear Channel, Henkel, Valpak, Universal Music Group, Just Born, PlayStation, Lego, Six Flags, and Discovery. Non-profits organizations were also well represented by companies like Special Olympics, Boys & Girls Clubs of America, St. Jude, Best Friends Animal Society, American Cancer Society, Humane Society of the US, Habitat for Humanity, YMCA, ASPCA and more. Additional companies are mentioned throughout this post!

The Forum’s Opening Night Party, sponsored by Disney Music Group, kicked off the event!

Analog at the Hutton Hotel was the perfect venue for the Forum’s Opening Night Party. Everyone in attendance said that the night felt like a college reunion. The evening was hosted by Disney Music Group and featured a live performance from their group, Temecula Road (https://www.instagram.com/temecularoad/)

Sessions on Thursday jumped right into partnership marketing trends, tactics and insights!

The purpose of the event is to share trends, insights and partnership marketing tactics from each of the presenting companies and industries. Attendees were treated to Industry Insights on Thursday from Kellogg’s, Blue Diamond, Planet Fitness and Burlington Stores.

While casual conversations introduce attendees to great partnership opportunities, our RoadShow Snapshots provided a deeper dive into key initiatives. These 5-minute “snapshots” were delivered by Big Machine Label Group, The Country Music Association, Disney Music Group, iHeart Radio, Kidz Bop and Universal Music Group. The highly-concentrated format allowed everyone to leave with a quick review and the appropriate contact at each music company.

One of our favorite traditions takes place as we close out the main sessions on Thursday. For years now, kids from the local Boys & Girls Clubs of America chapter greet attendees as they exit the ballroom with smiles, cheers, and cookies! What a perfect way to send off attendees as they prepare for the Thursday night activities. 

Thanks to A+E, Thursday’s lunch was one for the “history” books

Whether you are a history buff or not, A+E’s lunch was fun… and educational too! The lunch celebrated History Channel’s 25th Anniversary and added some new attendees into the mix. Abraham Lincoln, Harriet Tubman and General Grant treated our attendees with stories from the past.

Time to hit Broadway! A special night presented by Xbox and The L.A. Office 

Our annual trip into the heart of Nashville is always a Forum highlight! Nashville Underground was the perfect venue to kick the night off. The reception was sponsored by Xbox in celebration of the new platform release, GEARS 5! The video floor showed attendees playing GEARS 5 while the bar poured spirits from Campari and wine from Fetzer Vineyards.

Nashville Underground’s rooftop was the spot for our dinner under the stars! The evening celebrated The L.A. Office’s 25th Anniversary and brought together three LA Office favorites… food, drinks and fun! Dinner was a BBQ buffet and it was perfectly punctuated with 1000 Stories wine. After dinner, something crazy happened for about an hour. If you were there… you know what I mean. If you weren’t, you will have to ask someone that was!

Friday: More Insights, Opportunities, Games and a visit from Peppa Pig

Allowing for a little time to sleep in, sessions kicked off at 9:30am with a session from Best Buy, who spoke about their turnaround story and partnership activities.  

From there, we moved to a snapshot presentation from PlayMonster, followed by a quick game of “Relative Insanity” that invited a handful of attendees to choose captions for potential memes of pictures from previous events. 

Design agency WC+A then presented their capabilities (ps. they did all the design work for the Forum), which lead right into Snapshots from our Corporate Members in the TV industry: A+E Networks, Crown Media, Disney Channel, DreamWorks Animation, eOne, NBC Universal, pocket.watch, Sesame Workshop, and Sony Pictures Television. 

After a presentation of case studies from ZOe Productions, who is instrumental in putting on our events, we headed to lunch and then returned to our final sessions. Green Giant provided terrific information on B&G’s acquisition of the brand, its place in a larger portfolio, and their marketing and partnership priorities.  

It was now time to have some more fun… picking winners for The BIG Ticket! Big thanks for our prizing partners: Fetzer Vineyards, Fandango, PlayMonster, Planet Fitness, Burlington Stores, and Xbox

After prizing, we heard the backstory of the Grand ‘Ol Opry, which ended the sessions for the day.

Big Machine Label Group sponsored our Friday reception and provided a top-notch talent showcase

Big Machine Label Group led us into an artist session at Analog with musicians Payton Smith (https://www.instagram.com/thepaytonsmith) and Avenue Beat (https://www.instagram.com/avenuebeat/)!   After a really special performance, everyone was able to mix and mingle with the team from Big Machine and their artists. The afternoon ended with everyone wanting more!!

Keep The Conversations Going on MarketingPartnerships.com!

The Forum brought together a community of marketing professionals with the goal of great conversation and creating relationships that will help in future partnership activities. All of the attendees gained access to the Forum Event Page on MarketingPartnerships.com where they can see and connect with everyone that attended the Forum. Over 200 partnerships have been born from relationships created at these events and many more were nurtured through the site. Check out the event page on MarketingPartnerships.com today!

What People are Saying About the Forum

“This is not only the best-produced conference I have ever attended, the removal of aggressive sales people creates an environment where real connections can happen.” – Joe Corn, Sam’s Club

“Continues to be a step above the rest in terms of industry conferences. Great exclusivity, amazing attendees, and life long relationships!” – Scott McAdams, PlayStation

“It’s an event that delivers on all of its promises, connections, insights, and new ideas are all to be found at the Forum.” – Lance Still, A+E Networks

“I walk away from every LAO event with new contacts, new ideas, and new insight on the industry.” – Jackie Collins, Disney Music Group

“Content is very diverse – which makes you think beyond your normal partners and see how you could do things differently!” – Deb Turoczy, Just Born Quality Confections

“A causal forum that truly invites you to network in a way that isn’t forced where you hear from a variety of industries and learn best practices that sparks future ideas.” – Dani Merkrebs, eOne

“Best partnership forum available. Not one wasted moment as you’re meeting decision makers representing dozens of brands who want to partner with you today.” – Neil Roberts, Tennis Channel

“This conference is an annual part of our partnership planning and strategy. It consistently delivers premium content, quality attendees, and impactful connections.” – Tony Barnett, Boys & Girls Clubs

“If your brand benefits from partnership marketing, you need to be here. (One of the few conferences where the speakers ARE the attendees. They don’t simply bounce after their presentations).” – Rebecca Frommer, ASPCA

“The most strategic forum to be if you want to cultivate long-lasting business relationships that will result in lucrative partnerships.” – Stefanie Luciano, Fathom Events

The Calm Before the Storm

Each year, the teams from The L.A. Office and ZOe Productions enjoy a night on the town before the Forum begins. This year’s Tuesday night kicked off at House of Cards Nashville before hitting a few bars on Broadway!

Special Thanks to our Forum Sponsors

Corporate Sponsors:  Campari, Cost Plus, Kellogg’s, PlayMonster and Xbox
Non-Profit Partners:  Boys and Girls Club of America, Special Olympics, and St. Jude Children’s Hospital
Gold Sponsor and Marketing Partner:  WC+A
Special Activity Sponsors:  A+E, Big Machine Label Group,  and Disney Music Group
Supporting Sponsors:  Allied Global Marketing, Brookfield, Fandango, Fetzer, Lime Media, Nextperience, Niagara, The Dot, The Marketing Store, TPN, ZakHill and ZOe Productions

The L.A. Office Turns 25 With a Big Birthday Bash!

The late night survivors!

“THE L.A. OFFICE” CELEBRATES 25 YEARS OF CONNECTING THE ENTERTAINMENT AND BRAND MARKETING COMMUNITY WITH INDUSTRY-STUDDED PARTY              

400 Members of the Promotional World Pose with the “Stars” at Madame Tussauds Hollywood 

LOS ANGELES (September 17, 2019) – Studios, and labels, and brands, oh my! More than 400 industry executives from film, television, music, gaming, sports, toys, travel companies, global brands, and marketing agencies toasted the 25th Anniversary of “The L.A. Office” at Madame Tussauds Hollywood. The boutique agency that connects brand and entertainment marketers celebrated on Friday, September 13 with a reunion-style collection of photos, specialty cocktails and a surprise musical performance from a member of their own community.

The men and women behind the marketing curtain mingled with the “likes” of Marilyn Monroe, Brad Pitt and Betty White at the premiere attraction only steps from the Walk of Fame.  Executives from all of the major entertainment companies attended including A+E Networks, ABC-TV, Amazon, BMG, Bravo, E!, CBS Films, Disney Music Group, Disney Channel, DreamWorks, Fandango, FOX, Hulu, Lionsgate, Marvel, NBC Universal, Netflix, Nickelodeon, Pandora, Paramount Pictures, Pixar, The Grammy’s, Six Flags Entertainment, Snap, Sony Pictures, The Television Academy, Universal Music Group, Viacom, Warner Bros., YouTube and many more.  Major brands and marketing agencies also were in attendance including Allied Global Marketing, AARP, Caruso, Citi, Coca-Cola, Del Monte, HP, Rogers & Cowan, Simon Property Group, The Marketing Store and WC+A.

“We had to celebrate the 25th Anniversary of The L.A. Office in the epicenter of entertainment – where showbiz and brands intersect like Hollywood and Vine,” said Mitch Litvak, founder and president of The L.A. Office. “The business of marketing partnerships has changed drastically over the past two decades. I am proud of how The L.A. Office was instrumental in creating a unique community of camaraderie and collaboration without the felling of competition. Our number one goal has always been to spark peer-to-peer personal connections that evolve into win-win partnerships.”

The L.A. Office brings the community together at annualized, invite-only events and 24/7 virtually via its membership-only online forum. Since 1998, the agency has hosted more than 50 national and international events such as “The L.A. Office RoadShow,” “The Brand Partnership Forum,” and “The Industry Insights Summit.” The MarketingPartnerships.com community has grown to almost 6,000 members who pitch and respond to real-time calls for co-branding opportunities.

Set throughout the museum and on the rooftop at Madame Tussauds, guests were treated to a multi-media collection of photos spanning two decades on video loops, projections and iPad centerpieces. Many snapped photos with their pictured younger selves while sharing stories and reconnecting. “Through the Years,” the band aptly named and fronted by Disney Music VP Rob Souriall, performed throughout the evening.

Complete with a special Snapchat party filter and Nextperience-created red carpet entry experience, the night’s music rocked and the cocktails flowed. The bar was hosted by Campari America, Fetzer Wines, Heineken, and Niagara Water.  Special cocktails were crafted including the 25th Party Punch, Forum Fizz, RoadShow Roadie and Summit Spritz. A lounge area was created with furniture from Cost Plus World Market and additional event partners included DOT Printers, Kellogg’s, Ferrara, Paul’s Kitchen and ZOe Flora. The party was produced by long-time agency partner, ZOe Productions of Orange County.

The L.A. Office Story

Founded in 1994, The L.A. Office was grounded in educating brands about the entertainment business and connecting them with the industry’s marketers. Its first client was Chicago-based The Marketing Store, one of McDonald’s primary Happy Meal agencies.  Still a partner today, the two companies work together on various L.A. Office events and membership.

“The Marketing Store is proud to have partnered with The LA Office for the past 25 Years,” said Mark Landolt, President of The Marketing Store. “As their first client, we have been able to create many memorable partnerships, and we look forward to continuing that momentum in the future.”

Since then, the agency has grown to counsel an array of clients, host national and international summits and link more than 6,000 global professionals through MarketingPartnerships.com. The member-only online meeting place connects people, companies, studios and labels to real-time promotional opportunities via the peer-created, multi-media “RoadShow On-Demand Property Reviews.”

“The RoadShow on Demand Property Reviews are a central feature on MarketingPartnerships.com,” added Litvak.  “The ability to pitch a property or project to the core players in our industry is an invaluable resource that saves time and travel. It’s a virtual video tour at the tips of your fingers.”

The 13-year running “The L.A. Office RoadShow” in Los Angeles, New York, Chicago, and London and 14-year running “Industry Insights Summit” in Napa Valley and Laguna Beach have hosted thousands of invite-only executives. The “Brand Partnership Forum” was added in 2011 and has welcomed hundreds of professionals in Miami, New Orleans, and Nashville.

“The L.A. Office is a marketing matchmaker that sparks promotional magic,” said Rita Drucker, Head of Premium Content Solutions, Snap Inc.  “I have been attending their events since the 1998 RoadShow and they have been the catalyst to a number of successful partnerships.  No other agency can bring the right players together to create unique integrations while building career-lasting relationships.”

About The L. A. Office

For 25 years, The L.A. Office has been an invaluable resource for brands and entertainment marketers in achieving their partnership goals. The agency’s clients, members and event attendees rely on its proven ability to bring together the right people and companies that are driving the business. The agency harnessed the power of camaraderie at these annualized events and formed MarketingPartnerships.com. The members-only online meeting place connects almost 6,000 people, companies, studios and labels to real-time promotional opportunities.  More information about the agency’s services, events and membership can be found at laoffice.com.

# # #

Contact:

Mitch Litvak, President
The L.A. Office
8981 W. Sunset Blvd., Suite 501
West Hollywood, CA 90069
Phone 310 275-2088
info@laoffice.com
www.laoffice.com/forum
www.marketingpartnerships.com
www.laoffice.com

10 Marketing Partnerships We Love to Talk About

In celebration of Valentine’s Day and the month dedicated to relationships, we wanted to put together a list of marketing partnerships we love at The L.A. Office. Here’s just ten out of the 200+ partnerships that were born at our events!


Proposal A.

1. Green Giant | Macy’s

Through a networking event, Green Giant started a conversation with Macy’s that put the Green Giant into the MACY’S THANKSGIVING DAY PARADE in 2017. Learn more about this promotion here.


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2. Paramount | Acer

Sharing marketing objectives with 150 creative minds leads to some great partnerships!  As Acer discussed their marketing initiatives, Paramount execs went “Beyond Limits” on a partnership with STAR TREK INTO DARKNESS. Consumers could pre-order the Aspire Touch Notebook and receive a STAR TREK Video Game download. Learn more here.


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3. PlayMonster | The Ellen Show

It was a chance meeting where PlayMonster and Telepictures realized that playing the “5 SECOND RULE” game on ELLEN would turn the game into an instant success. Read more about this partnership here.


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4. DreamWorks Animation TV | Denny’s

During a RoadShow Snapshot, DreamWorks introduced their key initiatives to the attendees and Denny’s jumped onboard to promote their “Kids’ Eat Free” Tuesdays.  Kids menus featured new and familiar characters from the Netflix series, DINOTRUX, along with MR. PEABODY & SHERMAN and HOME. Learn more here.


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5. T-Mobile | Chipotle

After presenting at the event, T-Mobile connected with Chipotle and a T-Mobile Tuesday deal was brokered. Chipotle offered free chips & guac among other tasty prizes.


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6. VH1 Save the Music Foundation | Cost Plus World Market

VH1 Save the Music Foundation and Cost Plus World Market teamed up to celebrate the power of music. World market hosted student musicians in select stores to spread cheer to customers during the holiday season. Read more here.


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7. McDonald’s | Delta Vacations

You never know who you are sitting next to… Delta Vacations met a representative from McDonald’s and a partnership to promote the annual McDonald’s MONOPOLY game was born with prize fulfillment as part of one of their largest prize pools ever. Read more here.


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8. Merlin Entertainments | Target

One of the first partnerships born from our first event in 2006, we were thrilled to hear that Target and Madam Tussaud’s connected to bring Target’s mascot, Bullseye, into the New York location of Madam Tussaud’s. Read more about this partnership here.


9. Universal Parks and Resorts | Jel Sert

Universal Parks and Resorts teamed up with Jel Sert’s Fla-Vor-Ice brand to celebrate #BIGFLAVORICEFUN and the chance to win one of two grand prize trips for four to Universal Studios Hollywood or Universal Orlando Resort. Learn more about this partnership here.


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10. Universal Music Group | Marriott Rewards

Marriott International and Universal Music Group connected and launched one of our biggest event success stories. The partnership included exclusive performances by established and emerging recording artists, branded video series, social content, music downloads, ticket offers and more. Read more here.


Bonus! Because we’re so proud of our attendees’ success, here’s one more:

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True Value | Anne Groben & Associates

Anne Groben and Associates helped create a partnership between True Value and YouTube Influencers Chris Salamone and Johnny Brooke for True Value’s ‘Man Cave Promotion.’ Both influencers created a sponsored video creating man cave essentials that can be built by True Value’s products. Learn more here.


Make a Connection and Find Your Next Partner with $100 Off a VIP Membership!

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In celebration of Valentine’s Day and the month dedicated to relationships, we’re pleased to extend 20% off your first year when you upgrade to a VIP Membership on MarketingPartnerships.com. Take advantage and upgrade today using code VIPLOVE to unlock your future partnerships! This offer is only good on new upgrades through February 28th.

On behalf of the team at The L.A. Office, thanks for reading and we’ll see you next time!