Ben Relles, Head of Creative Development, YouTube Next Lab: "How Prestige Brands Can Succeed with Online Video"
Ant Cauchi, Founder, Outside Line: "Celebrity & Video: Case Studies"
Maureen Mullen & Andrea Derricks, Research & Advisory, L2: "L2's Video & Celebrity Countdown"
Viral videos are making headlines as millions of people tune in
online to watch them. Celebrities are emerging from unlikely places as
the web turns from static pages to moving images. Video’s ability to
entice and engage consumers is unparalleled, and this poses both
opportunities and challenges for prestige brands.
In this new landscape, how do prestige brands:
Use video and celebrity to achieve their marketing goals?
Take advantage of the opportunity while maintaining the selectivity and
aesthetics they have worked years to establish?
Reap the benefits that earned media brings from celebrity endorsements
(both traditional and web phenomena)?
Ant co-founded international digital communications agency Outside Line in 2000.
Prior to this, Ant was one of the first new media managers at EMI Records, where he was responsible for creating multi-award winning campaigns for artists such as The Beatles, Coldplay, Radiohead, and Blur.
Ant was also responsible for developing and launching two multi-award winning global online video content initiatives with business partner Lloyd Salmons and Dave Rowntree from Blur. The first was the ground-breaking online tuition service Now Play It, voted 10th "Coolest Thing in the World" by GQ Magazine; the second was the cartoon series Empire Square, which debuted at the Tribeca Film Festival in New York. It was later commissioned by Channel 4 in the U.K. and Fuse in the U.S. to run across their networks.
Scott is a Clinical Professor of Marketing at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing, and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Paull Young is Director of Digital for charity: water.
Paull Young, director of digital for charity: water, emphasizes the importance of making video content that inspires viewers without focusing on money or returns. "If you've got nothing inspiring to say, say nothing at all," says Young.
Outside Line founder Ant Cauchi notes how social distribution of videos online can give creative content star power without involving celebrities or huge budgets. "You don't actually need celebrities in videos to make yourself and your brand famous," argues Cauchi