Insights, Marketing & Data: Secrets of Success from Industry Leaders

UNIVERSAL PICTURES - Owen Myles, Senior Director, Global Research & Analytics. Marketing iconic movies like "Wicked" and "Jurassic World"; adapting to the post-pandemic landscape; navigating agency/ client relationships; insights from the BBC and Sony.

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Very topical this week for all you WICKED fans - we have on Owen Myles of Universal Pictures, explaining how film studios adjust their marketing in relation to a film’s likely performance. Owen also adds in some great lessons from his time at other brands and agencies, as well as a refreshing twist on what makes a good brand/ agency relationship.  Among other areas we cover:


  • Lessons from Kantar, Sony Europe and BBC Worldwide
  • Juggling 20+ launches per year
  • Integration of traditional and new measures to anticipate success
  • Differences between U.S. and international approaches
  • The state of the film industry post Covid


With call outs to Chris Massey, Henry Heywood, David Boyle and thanks to Insight Platforms for their support and to MX8 Labs for sponsoring.






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Insights, Marketing & Data: Secrets of Success from Industry LeadersBy Henry Piney
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