Monetizing Content: Brands As Producers

March 16, 2018

Executive Summary

Consumers have more power than ever to choose what they watch, when they watch it, and whether to block ads. Marketers face immense challenges to get their messages to consumers in entertaining and inviting ways. One marketer that leads the industry in reaching consumers in innovative ways is the global snacking company Mondelēz International, with iconic brands such as Oreo, Cadbury, and Sour Patch Kids. For its Stride brand gum, the company produced Heaven Sent, a television event broadcast live where skydiver Luke Aikins jumped out of a plane at 25,000 feet, without a parachute or protective gear, and landed safely in a net. The deal involved production, licensing, broadcasting, and unions. Learn how marketer and counsel partnered to maneuver through the maze of internal and external stakeholders and, by creating content consumers want to watch, helped deliver ROI.

Mary A. Carragher
Chief Counsel - Global Marketing and Media
Mondelēz International, Inc.

Doug Wood
Reed Smith LLP

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