3.20pm - 3:35pm (15 mins)
How Barbenheimer rewrote the marketing strategy
It is 2024 and Love Island and social media has a genuine challenge to that 16-34-year-old age bracket. Instead of TikTok or young people frolicking around in the sunshine on ITV, it was cinema that was at the heart of the cultural phenomenon which preceded and surrounded the simultaneous theatrical release Barbie and Oppenheimer. Records were smashed as it was the first time two films opened with over £10m at the box office as audiences flocked to the cinema to watch Margot Robbie and Cillian Murphy on the big screen, especially those in the 16-34-year-old bracket, proving once again that cinema still offers a unique platform for advertisers. In this session, Adwanted Connected’s Rob Lawrence sits down with DCM CEO, Karen Stacey, to discuss why Oppenheimer is not a one-off for cinema goers, how cinema is winning the attention battle, and digs into some of the impressive stats that most buyers and planners should be aware of.

Chair: Maria Iu, Deputy Editor, The Media Leader    
Interviewee: Karen Stacey, CEO, DCM

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3.35pm - 3:50pm (15 mins)
Can Your Brand Win a GRAMMY? Pop Culture and Creativity Collide in the World of Sonic Branding
Over the past few years, sonic branding has evolved into something way more complex and creative than just a simple ‘jingle.’ The biggest brands in the world now use the universal language of sound to speak to consumers. In this session, Björn Thorleifsson, the Head of Research & Insights at amp, will bring to life the capability and opportunity sonic branding offers and walk attendees through a Mastercard case study featuring a unique artist-led collaboration. Landing in the heart of pop culture, this sonic branding partnership with amp, Puerto Rican urban pop duo Domino Saints, and one of the leading payment-technology corporations, resulted in chart-topping singles, multiple award wins, and high-profile live performances. Interested in discovering how a sonic collaboration can land a brand in the wider cultural zeitgeist? Tune in!

Presenter: Bjorn Thorleifsson, Head of Research & Insights, Amp Sound Branding

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