The NewFront marketplace, founded by Digitas, was developed to impose order on the then wildly disorganized way that original video content creators sought advertising and sponsorship. By using an evolved template of the network television upfront marketplace, Digitas has overseen the explosive growth of the market. A challenge exists in keeping the messages and overall event fresh, informed, bold, and engaging in a constantly shifting media and marketing environment.
Solution
For the past 10 years TF has been a strategic partner to Digitas, facilitating partnership between their internal resources and our network of event professionals, thereby optimizing overall impact in this event environment.
Over the years, the Digitas NewFronts have featured a who's who of Hollywood; Steve Martin came to play banjo and discuss how to tweet comedy, Demi Moore pitched a new show; Andy Cohen taught Rashida Jones how to open a Twitter account in a carefully choreographed live promotion which garnered 30,000 followers in four hours. And there have been many well-known influencers and online youth stars, including Shay Carl, Michele Phan, Jason Silva, Harley Morenstein and Ira Glass among many others. The past couple of years dove in to the turbulent political environment’s effect on brand marketing; Amber Tamblyn addressed how to address the #MeToo movement; Malcom Gladwell opined on the future of brand communications in such a complex communications environment, while CMO’s and marketers talked about how to be bold in the face of controversy.
App and social tool founders, brand marketers, authors and publishers round out this eclectic group of high achievers who together participate in panel discussions, pitch sessions, free wheeling conversations, and the occasional rant, all there to craft the future of original online video content.
