September 02, 2025

Marketing that Works: Tools and Tactics to Move the Needle

52 minutes

Industry Insights – The EFM Podcast is presented by the European Film Market of the Berlinale. Hosted by Curator, Moderator and Founder of The Catalysts, AC Coppens, it puts a spotlight on highly topical and trend setting industry issues, creating a compass for the forthcoming film year.

Join us for the latest episode of Industry Insights - Today’s episode focuses on “Marketing that Works: Tools and Tactics to Move the Needle” - a super interesting conversation which took place as part of the EFM Industry Sessions last February.

We have dived into the dynamic world of global film marketing in the age of audience engagement - explored fresh strategies, smart tools, and innovative campaigns that are reshaping how films connect with audiences worldwide.

Featuring three special guests.

Adriana Trautman is a highly regarded marketing strategist with an impressive track record at Amazon, Paramount, and Fox. With 25 years of experience in global strategy, marketing, and programming, she brings deep expertise across major studios and streaming platforms - covering everything from Hollywood blockbusters to K-Dramas, live-action to animation, and arthouse films.

At Amazon Prime Video, Adriana led the international content program, applying her Hollywood marketing expertise to introduce global films and series to new audiences and drive remarkable success worldwide. As former Senior Vice President of Global Marketing Strategy at Paramount and with previous roles at Fox, she is a trusted consultant in the industry.

Joanna Solecka is a seasoned Film Marketing Strategist and Awards Consultant with over 20 years of experience in the film marketing field. She is a co-owner of an international film marketing agency Alphapanda, where she specializes in strategies and award campaigns that elevate films to critical acclaim. Joanna has successfully managed notable awards campaigns for films such as The Girl with the Needle (Academy Awards Nomination ’25), Apolonia, Apolonia (Academy Awards Shortlist ’24), Smoke Sauna Sisterhood (European Film Awards Winner ’23), Flee (Academy Awards Nominee ’22; European Film Awards Winner ’21), and Joanna (Academy Awards Nominee ’15).

Additionally, Joanna consults for renowned film institutions including Creative Europe MEDIA and the Polish Film Institute. She is a global lecturer and mentor at film labs and training programs such as the Doha Film Institute, EAVE, First Cut Lab, Eurodoc and Circle Women Doc Accelerator.

Joanna is a member of the European Film Academy and serves on the Advisory Boards of the Documentary Association of Europe and Circle Women Doc Accelerator, where she contributes to advancing the documentary film sector and supporting female filmmakers.

Marina Kosten is a senior research and strategy executive with broad experience across entertainment and gaming. At USC Annenberg, She works as a Digital Futures Researcher, focusing on market and audience insights.

Previously, she served as Vice President of Consumer Research at 20th Century Fox, where she oversaw international theatrical research in top global markets as well as Head of Research and Strategy at StoryFit. Before that, she worked at Activision-Blizzard on major gaming franchises like Guitar Hero and Call of Duty. With a background in social research and a deep interest in human behavior, Marina has held senior roles at leading global research firms.

AC Coppens, host of this episode, is the founder of THE CATALYSTS, a Berlin-based agency dedicated to supporting the growth of innovative and creative companies working at the intersection of digital media, technology, film, music, and design. Their work focuses particularly on the challenges of entering new markets.

Blending critical thinking, creative strategy, and future-oriented research with a strong background in the performing arts, AC is a seasoned moderator, host, and speaker at major international events - whether on-site, hybrid, or fully digital.

The Berlinale’s European Film Market is the first international film market of the year, where the film industry starts its business. Industry Insights - The EFM Podcast puts a spotlight on highly topical and trendsetting industry issues, thereby creating a compass for the forthcoming film year. The year-round podcast is co-funded by Creative Europe MEDIA.

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