Are you prepared for the future of marketing and advertising? Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing new technology like generative AI, and how big companies such as Google and Coca-Cola are leading the way with creative experimentation. Jeff has been covering marketing and brands for the past two decades—during which time, he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but this next chapter in the world of advertising will no doubt be unlike anything we’ve seen before.
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Are you prepared for the future of marketing and advertising? Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing new technology like generative AI, and how big companies such as Google and Coca-Cola are leading the way with creative experimentation. Jeff has been covering marketing and brands for the past two decades—during which time, he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but this next chapter in the world of advertising will no doubt be unlike anything we’ve seen before.
Why the next great sports movie might be created by a brand
Brand New World
1 hour 4 minutes
3 weeks ago
Why the next great sports movie might be created by a brand
You know Dick’s Sporting Goods as one of America’s largest and most successful sports retailers. It has used that status to help create an impressive catalog of five feature-length films and 10 short-form or episodic documentaries over the past decade, including the Emmy-winning docs We Could Be King (2014) and The Turnaround (2024). But in August, Dick's took things to a new level, officially launching an in-house studio division called Cookie Jar & A Dream Studios. In this episode, I talk to Dick’s chief marketing officer Emily Silver about why now is the perfect time for an in-house studio, the evolution of the brand’s entertainment strategy, how the company measures success for these projects, and where it all goes from here.
Before that, I wanted to put what Dick’s is doing into some context. So I called up Zac Ryder, co-founder and chief creative officer at Modern Arts—the agency that helped WhatsApp produce the Netflix doc The Seat, which we talked about back in Episode 1 of this season. Zac and I nerd out on the evolution of brand entertainment, then break down our picks for the "Best Brand Entertainment of the Past Decade."
Brand New World
Are you prepared for the future of marketing and advertising? Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing new technology like generative AI, and how big companies such as Google and Coca-Cola are leading the way with creative experimentation. Jeff has been covering marketing and brands for the past two decades—during which time, he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but this next chapter in the world of advertising will no doubt be unlike anything we’ve seen before.
