Nothing like a conference in the Basque Country with entertainment marketers & creatives to get you out of your little bubble. If you can use a little change of perspective then todayâs edition is for you.
At a glance:
Quick hits from the brightest minds on stage
My notes from my panel with 2btube, ITV Studios / Zoo55 and YouTube
A sneak peak into upcoming interviews for The Media Odyssey Podcast + an exclusive session for SME Premium members
My Quick Hits:
Hereâs what grabbed my attention:
Evan Shapiro
âContent is commoditised. Data is the new âbloodlineâ.
For the full keynote đ
Maurizio Vitale, Head of Marketing, Distribution & Brand, AMC Networks International (Finding Your Audience: AMCâs Niche Strategy)
âItâs not something for everyone. Itâs something for you.â
âIf you are still sleeping with your lights on, we have done a good job.â
Aileen Madden & Jane Fielder, Red Bee Creative (Masterbrand Gravity)
âStrategy drives design, never copy a competitor blindly.â
âSmall decisions have great impact in terms of recognizability when youâre traveling off-platform.â
Vince Buyssens (Mastering AI Tools)
âAI is making us uncomfortable. The opposite of love is not hate, itâs apathy. The fact that so many people are like awkward or a bit mad about AI, itâs because itâs challenging us. I think AI is igniting one of the most interesting debates in culture of the past decades.â
Richard Holman (5 Things I Wish Someone Had Told Me)
âA small dose of doubt = proof youâre pushing boundaries.â
Emmanuelle Lacaze, Gédéon (The Paris 2024 Olympics)
âAfter the emblem reveal film, we set up a dedicated 12-person team in a secure room (computers never left the office) to animate the logo, explain its symbolism, and produce hundreds of video assets for TV, stadium screens, social media and exterior projections.â
It was a goosebump moment to listen to Emmanuelle. I relived Paris 2024 for half an hour and got a view on the level of details put in designing the gamesâ look and feel. See for yourself:
If the video doesnât work in your email then head over here.
My Panel In Full
đŹ Talk With Your Community, Not At It
With 2.7B monthly active users and 63.8M creators, YouTube offers an unparalleled blend of reach, engagement, and direct monetisation transforming the way marketers think about audience building, content strategy, and revenue generation.
Yet, despite its ubiquity, many entertainment marketers are still only scratching the surface of what YouTube can truly deliver (out of a room full of executives only a handful raised their hands when I asked if they were engaging with YouTube one way or another).
Coming up next
â Iâve interviewed Emmanuelle Lacaze (GĂ©dĂ©on), Unai Iparragirre (EITB) and Pierluigi Colantoni (RAI) as part of our âChatting at GEMA 2025â. The Media Odyssey Podcast has a LinkedIn page now so show us your love here and youâll be the 1st to know when these interviews come out.
â Iâm working on the 1st episode of our Expert Series for SME Premium Community Members. Aileen Madden (Red Bee Creative) will come for an exclusive 1-hour session to discuss how brands must keep their identity strong in the overcrowded and fragmented media universe.
Become a premium community member to receive all the details and attend the session on June 5th!
Thatâs it for today but before you go đłïž
Enjoy your day and see you on Thursday for the Pod Thursdays edition of Streaming Made Easy!
