Agency giant CAA, who traditionally represents actors such as Robert DeNiro and George Clooney, is now signing on corporations in order to expand their brands. Corporate branding is a company’s way of crawling into the consumer’s brain in an attempt to fuse it’s products or services into everyday life. CAA has found the old way of advertising is not as effective and clients need to collaborate with other corporations, services and other mediums in order to reach the masses. Click below to read more.
“These are big companies that can open doors on their own,” said David Messinger, co-head of agency division CAA Marketing. “What we bring is experience to help evaluate who are the right partners and what content works best for these brands.”
Doing that wasn’t always easy in the past, with a brand’s advertising agency and PR teams butting heads with media buyers and other creative agencies working for the company.
Now that traditional campaigns no longer attract the attention of consumers bombarded by marketing messages each day, “The notion that you create a single campaign and send it out in the world and that’s it, those days are over,” Messinger said. “These initiatives are living, breathing things that change over time,” with social media, events and PR becoming larger components of an overall strategy.
“The client now demands” collaboration, Messinger added. “It’s a group effort involving so many different facets.”
For CAA Marketing, that’s meant helping Mattel turn toys like Hot Wheels, Monster High and He-Man and the Masters of the Universe into films, and launching Southwest Airlines’ reality TV show “On the Fly” on TLC.
