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

Summer 2018: A Look at 7 Theatrical Opportunities for Your Brand

Despite the current weather, it’s never too early to start planning for summer partnerships. Blockbusters come in all shapes and sizes and can seem daunting at first glance, but take a closer look. From known sequels, including a musical, to new franchises, we’ve rounded up seven Theatrical Properties debuting early this summer that are sure to have a marketing opportunity for every brand!

JUNE:

Warner Bros. Pictures: OCEAN’S 8oceans_8OCEAN’S 8 is a comedy heist that continues the OCEAN’S 11 franchise with an all-star cast of women, led by Sandra Bullock. Playing Debbie Ocean, Bullock, along with Cate Blanchette, recruits a crew (Mindy Kaling, Helena Bonham-Carter, Sarah Paulson, Awkwafina and Rihanna) to pull off an impossible mission at the New York Meg Gala. The movie also stars Anne Hathaway, Matt Damon and Dakota Fanning and arrives in theaters June 8, 2018. More details here.


Disney/Pixar: THE INCREDIBLES 2INCREDIBLES_2newTHE INCREDIBLES 2 is the next 3D computer-animated superhero sequel to The INCREDIBLES (2004), which grossed $633 million worldwide at the box office and won several awards, including two Academy Awards. Scheduled to be released on June 15, 2018,  it will feature Holly Hunter, Craig T. Nelson, Sarah Vowell and Samuel L. Jackson reprising their roles. Learn more here.


Universal Pictures: JURASSIC WORLD: FALLEN KINGDOMjurassic_world_fallen_kingdomDebuting June 22, 2018, JURASSIC WORLD: FALLEN KINGDOM is the first in the sequel trilogy and  fourth installment of the JURASSIC PARK series, starring Chris Pratt and Bryce Dallas Howard. Set 22 years after the events of Jurassic Park, the movie takes place on the same fictional Central American island off the Pacific coast of Costa Rica, where a theme park populated with cloned dinosaurs has operated for ten years. The park plunges into chaos when a genetically created dinosaur breaks loose and goes on a rampage across the island. Get additional scoop here.


JULY:

Marvel Studios: ANT-MAN AND THE WASPant_man_and_the_wasp_updatedANT-MAN AND THE WASP, based on the Marvel Comics characters Scott Lang (Ant-Man) and Hope van Dyne (Wasp), is the sequel to ANT-MAN (2015) and the twentieth film in the Marvel Cinematic Universe (MCU). Paul Rudd and Evangeline Lilly are back, along with Bobby Cannavale, Michael Peña, Judy Greer, Michael Douglas, Michelle Pfeiffer, Laurence Fishburne, and more. The film is set to hit theaters July 6, 2018. Details here.


Sony Pictures Entertainment: HOTEL TRANSYLVANIA 3: SUMMER VACATIONhotel_transylvania_3HOTEL TRANSYLVANIA 3: SUMMER VACATION is an animated fantasy-comedy sequel to HOTEL TRANSYLVANIA 2, which grossed $473 million worldwide at the box office, and is the third installment in the “HOTEL T” franchise. Known internationally as HOTEL TRANSYLVANIA 3: A MONSTER VACATION, the movie will feature reprised roles of Adam Sandler, Andy Samberg, Selena Gomez, David Spade, Steve Buscemi, Molly Shannon, Keegan-Michael Key, Kevin James, Fran Drescher, Asher Blinkoff, Mel Brooks and is scheduled to be released on July 13, 2018. Find out more here.


20th Century Fox Filmed Entertainment: ALITA: BATTLE ANGELalita_battle_angelBased on Yukito Kishiro’s Japanese comic (manga) Battle Angel Alita, ALITA: BATTLE ANGEL is a cyberpunk action film, produced by James Cameron and Jon Landau and directed by Robert Rodriguez. Set to debut July 20, 2018, the film stars Rosa Salazar in the title role, with Christoph Waltz, Jennifer Connelly, Mahershala Ali, Ed Skrein, and more. Featuring CGI and new technology that Cameron has been developing, the movie is said to include a similar mix of live-action and computer-generated imagery used in AVATAR. Details here.


Universal Pictures: MAMMA MIA! HERE WE GO AGAINMamma_Mia_Here_We_Go_AgainBonus: Also debuting July 20, 2018 is rom-com musical MAMMA MIA! HERE WE GO AGAIN, the sequel to MAMMA MIA! from 2008 that was based on the musical with the same name. The film will feature most of the characters from the first one, along with Cher, who joins the cast in her first on-screen film role since 2008. Set in Greece, the story finds Amanda Seyfried’s character, Sophie, pregnant and missing her Mom. Learn more here.


Look for future blog posts that will cover the partnership marketing industry across more brand and entertainment categories. These Opportunities and thousands more can be accessed on  MarketingPartnerships.com. All you need is a free profile.

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

 

MARKETING OPPORTUNITIES: Paramount’s DADDY’S HOME 2 and CBS’ THE BIG BANG THEORY

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QUICK READ: After earning $240 Million globally with the first film, DADDY’S HOME, Sean Anders is back writing and directing with Will Ferrell and Adam McKay producing. With Will Ferrel (Brad) and Mark Wahlberg (Dusty) have returned with their dynamic comedic blend, and new additions of John Lithgow and Mel Gibson as the grandfathers, expect plenty of engaging partnership opportunities.

 

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QUICK READ: CBS’s story of two Mensa-fied best friends and roommates Leonard and Sheldon, THE BIG BANG THEORY has consistently ranked at the top of the prime time ratings charts since its debut. Now in its 10th season, THE BIG BANG THEORY is sure to offer several partnership opportunities to a wide array of brands.

DIG DEEPER:  Learn how your brand can partner with Paramount Pictures’ DADDY’S HOME 2, CBS’ THE BIG BANG THEORY or over 1,000 other properties at: MarketingPartnerships.com:

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