In this final episode of our POSSIBLE series, we sit down with David Pangilinan, Senior Manager of Audience Impact and Intelligence at Paramount Advertising, to explore how brands can win big by leveraging tentpole moments. From live events and major film releases to cultural shifts that dominate the headlines, Paramount has perfected the art of turning high-profile moments into powerful opportunities for advertisers. David breaks down common mistakes brands make, strategies for staying authentic, and the four pillars for success he shared at POSSIBLE—our favorite presentation of the entire conference. If you want actionable insights on how to turn cultural relevance into measurable ROI, this conversation is one you won’t want to miss.
Key Takeaways:
// What tentpole marketing really means today—and how the definition is evolving in an always-on, digital-first landscape.
// How to authentically connect with audiences during cultural and industry moments without forcing the brand fit.
// The four proven strategies for tentpole success that Paramount uses to deliver impact at scale.
// Mistakes brands should avoid when trying to insert themselves into cultural conversations.
// How to measure ROI when investing in tentpole-related campaigns.
// Where audience expectations are heading in 2025 and beyond, and what marketers need to pay attention to now.
Connect with David: LinkedIn
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