Hollywood’s Top Marketers of 2025

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Predicting the success of a marketing campaign, such as a trailer, an event activation, or merchandise, can be unpredictable. To combat this uncertainty, companies like Disney, studios, and record labels have been signing up more promotional partners than ever before, according to Disney’s Chief Brand Officer Asad Ayaz. This strategy aims to stand out amidst the competition by leveraging the strength of both the brand and the project to capture attention. Among the top performers, Disney received praise for selling three movies that earned over $1 billion each. However, a survey by THR revealed that rivals were particularly impressed with Universal’s marketing campaign for the film “Wicked.” Despite initial doubts about the movie’s potential success, Universal managed to create a vast number of partnerships, ranging from Walmart’s green mac and cheese to a special edition of Monopoly. The sandworm popcorn buckets for “Dune: Chapter Two” were also successful, as they provided a fun moment on the internet, according to one source. Similarly, the Xbox controller shaped like Deadpool’s posterior, Sabrina Carpenter’s character in Fortnite, and the viral marketing moments showcased in the case studies below were also effective in cutting through the cultural noise as the marketing industry gathers for Cannes Lions from June 16-20.

Amazon MGM Studios

Here are the individuals involved in marketing for films and series: Sue Kroll (Global Head of Marketing for Films and Series), Greg Coleman (Head of Integrated Marketing), Stephen Bruno (Head of Film Marketing), Alex Marinescu and Jared Goldsmith (both Heads of Series Marketing)

Or, more concisely: The key marketing personnel for films and series include Sue Kroll (Global Head), Greg Coleman (Integrated Marketing Head), Stephen Bruno (Film Marketing Head), as well as Alex Marinescu and Jared Goldsmith (both Series Marketing Heads).

In 2024, Kroll and her team successfully sold their Christmas movie “Red One,” starring Dwayne Johnson, Chris Evans, and Lucy Liu, to Amazon MGM as it was transforming into a major film studio. With partners like M&M’s, Farmers, LG, Duracell, and Pillsbury on board, “Red One” earned $176 million in worldwide box office sales despite only being shown in theaters for a limited time. Ben Affleck’s “The Accountant 2” was one of the first high-profile films to receive a wide release under the studio’s new strategy. Having collaborated with Affleck extensively at Warner Bros., including on the Academy Award-winning “Argo,” he played a crucial role in marketing the film, which went on to gross $101.9 million globally after its April premiere.

On the television front, the second season of “The Lord of the Rings: The Rings of Power” kicked off with promotions in 31 global territories, showcasing Orcs storming major cities in social media videos. Meanwhile, beverage brand Liquid Death ran a campaign featuring The Deep from “The Boys,” warning children about the risks of sugary drinks, only to then distribute tobacco products. A swift “in-world” apology was issued, and within 72 hours, that video garnered a whopping 8.4 million views on Instagram alone.

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As a dedicated gamer, I’m all about authenticity and representation. Just like the Dove Real Beauty campaign, I strive to highlight genuine tales of incredible women from across the globe.

In the festive blockbuster “Red One”, the candy manufacturer ensured that one of its red M&M characters demanded to be part of the film, participating in interviews with Dwayne Johnson (The Rock) and securing a role in a promotional video reel. The advertising campaign featured a red-themed Snack Jacket puffer coat which sold out within three minutes.

KEY PERSONNEL Jane Hwang, Global Manager of M&M’s; Lily Akerman, Leader of the Global M&M’s Experience Ecosystem; Rankin Carroll, Chief Brand Officer

*or*

LEADING ACTORS Jane Hwang, Global Head of M&M’s; Lily Akerman, Head of the Global M&M’s Consumer Journey; Rankin Carroll, Chief Brand Manager

*or*

MAJOR CONTRIBUTORS Jane Hwang, Senior Global M&M’s Officer; Lily Akerman, Leader of the Worldwide M&M’s User Experience; Rankin Carroll, Top Brand Administrator

AMC Networks

KIM GRANITO, CHIEF MARKETING OFFICER

Managing both marketing duties and partnerships, Granito is one of the unique marketing executives who also manages a production studio. Content Room, AMC Networks’ acclaimed branded-entertainment studio, works alongside brands to create campaigns that seamlessly blend our program portfolio and talent. This includes a Home Depot advertisement timed for Best Christmas Ever in December, which was AMC’s holiday programming event that attracted over 20 other brands.

CASE STUDY

To create advertisements for this special occasion that could be purchased, Home Depot sought an authentic family. The condition was simple – they needed to be inexperienced when it came to holiday decoration. These critically acclaimed ads resulted in a boost in purchase intent and positive brand perception.

KEY PARTICIPANTS Marshall Weiss, a senior director in charge of category and enterprise marketing at The Home Depot, and Brandon Helrich, the executive director of OMD’s The Content Collective.

Apple Music

MATT PLOTNIK, HEAD OF MARKETING

Back in February, Kendrick Lamar’s Super Bowl halftime show drew an unprecedented audience of 133.5 million viewers, setting a new record for most-watched shows. This is quite a significant achievement for Apple Music, as they assumed the role of sponsor from Pepsi in 2023. Collaborating closely with Kendrick Lamar’s pgLang and Jay-Z’s Roc Nation – the latter responsible for booking and producing the halftime show since 2019 – Apple Music managed to pull off an unforgettable spectacle. Last year, Apple Music made headlines with its controversial list of the 100 Best Albums of All Time, a recognition they marked by publishing a lavish $450 coffee table book.

CASE STUDY

occasionally, marketing can come without a cost. Lamar’s Super Bowl halftime performance included him driving onto the field with a 1987 Buick Grand National GNX, not for any specific purpose other than the rapper having an affinity for the vehicle (his latest album is titled GNX, and he found this particular one at a used lot in Riverside. Searches for the Buick GNX on eBay significantly increased following the show.

KEY PARTICIPANTS I’m proud to be among the likes of Kendrick Lamar, Dave Free, Cornell Brown, Anthony Saleh, Mike Carson, and Jared Heinke, part of the team at pgLang + project3; also, I’m grateful for the collaboration with Jay-Z and Desiree Perez at Roc Nation.

Apple TV+

SHANNON WILLETT, GLOBAL HEAD OF MARKETING

Despite having joined the team just recently, Willett has taken charge of global film and TV marketing for the world’s most valuable brand. As an ex-Peacock employee, his team was responsible for creating the widely recognized State Farm ad starring Adam Scott from ‘Severance’, a production that showcased the series’ unique office setting and was directed by Ben Stiller. The marketing strategy for Apple TV+ also collaborated with their publicity and awards teams to execute one of the most memorable guerrilla marketing campaigns in recent times – a glass cube at Grand Central Station filled with ‘Severance’ actors, portraying their characters, going about their daily routines.

CASE STUDY

Scott, under the name Mark S., ran into Jake from State Farm in the corridors of Lumen Industries to discuss potential issues that may occur when young adults start managing their own insurance coverage, instead of being covered by their parents’. Additionally, State Farm has introduced a mini-website called “Severance” which includes segments tailored for Gen Z youth and their Gen X parents.

PRINCIPAL PLAYER Alyson Griffin, head of marketing, State Farm

Atlantic Records

MARISA ARON, EXECUTIVE VP, HEAD OF MARKETING

Charli XCX’s Brat movement in pop culture recently made a significant impact, starting with the summer and extending into fall, with Charli still performing on tour. Charli started the excitement with her well-known viral tweet “Kamala IS brat,” but Aron added fuel to the fire by coordinating Charli’s Club Angel events and collaborating with the nonprofit I Support the Girls to donate 10,000 sets of underwear. (“You wanna guess the color of my underwear” is a line from “Guess,” a popular single featuring Billie Eilish, which has been played over 631 million times on Spotify.)

CASE STUDY

H&M hosted a summer event series titled “H&M&,” featuring 14 shows across eight cities. Charli XCX performed at the opening show in London and the closing event in New York City, which also marked the reopening of H&M’s flagship store in Times Square. This resulted in over 1.5 billion impressions and a Media Impact Value exceeding $4 million, according to Launchmetrics.

PRINCIPAL PLAYER Bianca Franklin, global business developer, music, H&M

Columbia Records

ERIKA ALFREDSON, EXECUTIVE VP, HEAD OF MARKETING

In the year 2024, Columbia Records enjoyed a successful run with two notable albums: Beyoncé’s Grammy-winning “Cowboy Carter” and Tyler, The Creator’s hit “Chromakopia”. Unlike the typical Friday night release, Tyler chose to debut his record on Monday morning. This strategy aimed to capture fans’ full attention during the week instead of just over the weekend. Remarkably, this gamble worked as it spent three consecutive weeks at number one on Billboard‘s album chart.

CASE STUDY

Instead of Tyler, the Creator being a hip-hop artist, he unexpectedly transformed into a Postmates driver, delivering not meals but his latest album to his fans’ doorsteps.

KEY INDIVIDUALS Joe Gallo, a general manager at Columbia Records, and Nikki Deguia, a marketer, social media influencer, and delivery service worker for Postmates.

Epic Games

EMILY LEVY, DIRECTOR OF MUSIC, TALENT, INFLUENCER

In 2020, the concert by Travis Scott in Fortnite wasn’t an isolated event due during the pandemic era; instead, Epic Games and Levy have continued to expand their collaboration, offering exclusive gaming experiences to fans. Nowadays, they facilitate interactions between artists and gamers through live concerts streamed within Fortnite, as well as artist takeovers in Fortnite’s Guitar Hero-style game, Fortnite Festival. The recent “Remix: The Finale” concert featuring Snoop Dogg, Ice Spice, Eminem, and a tribute to the late Juice Wrld attracted over 14 million players, surpassing Scott’s viewership by 2 million.

CASE STUDY

At the virtual event known as Fortnite Festival during season eight, the artist famously known as Short n’ Sweet performed. For those who spent 1,400 V-Bucks on a pass, they gained access to Sabrina Carpenter-themed outfits, one of which was styled like a LEGO figure.

PRINCIPAL PLAYER Micah Pittard, CEO, NSB Agency

Focus Features

JASON CASSIDY, VICE CHAIR; JOSH KORNBLIT, EXECUTIVE VP MARKETING

In the task of marketing Robert Eggers’ “Nosferatu”, the team encountered a difficult hurdle, as another Dracula film might not have been appealing to audiences. Yet, they managed to triumph, with the movie earning $181.2 million worldwide, making it one of the most profitable releases for the specialty label. As stated by Kornblit, “We aim to make our films seem like significant cultural events.” The collaboration extended to Titan Caskets, Hot Topic, and Mise en Scène, with The Cinegogue contributing to Focus’ most successful retail collection. Additionally, a partnership with TikTok led to over 400 million views following 75 creators attending an interactive crypt dinner in New York.

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USER “Louis Vuitton consistently inspires me because of their ability to seamlessly blend their brand with cutting-edge technology.

CASE STUDY

How does the scent of the undead resonate? It’s a blend of lilacs and ambergris. Heretic Perfumery, appealing to horror enthusiasts, introduced a Nosferatu-inspired Eau de Morbidity fragrance line, oil, and candle collection – boosting the film’s promotional worth by over $1 million. The product line was swiftly sold out upon launch, with each restock meeting the same demand.

PRINCIPAL PLAYERS Douglas Little, Heretic Parfum CEO

Fox Entertainment

DARREN SCHILLACE, PRESIDENT OF MARKETING

As a dedicated fan, I’ve been thrilled by Schillace’s recent endeavors which aren’t just about making money but also about giving back. For instance, the gripping new show “Doc” collaborated with the American Red Cross to organize six themed blood drives, and even had Scott Wolf drop by one of them! And let’s not forget December’s special episode of “The Real Full Monty,” which teamed up with organizations like The Testicular Cancer Society, The Prostate Cancer Foundation, and The Colorectal Cancer Alliance. This partnership aimed to increase cancer awareness during the two-hour special, guiding viewers towards a micro-site where they could make donations. It’s truly heartening to see such altruistic initiatives in the world of entertainment!

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As our content library grows and changes, so does the list of brands we’d like to collaborate with. On a broader scale, Fox Entertainment’s marketing approach involves reaching out to new audiences in places they are most active. One brand I’m particularly interested in deepening our partnership with is YouTube.

CASE STUDY

In collaboration with BattlBox, the company behind monthly outdoor survival gear subscriptions, Fox offered a special promotion for their survival-themed series. They created custom “Extracted” prize packages, filled with practical items such as grappling hooks, knives, and sharpeners, to be given away on social media. This promotion reached over 22 million unique users, and due to its success, “Extracted” has been renewed for a second season.

PRINCIPAL PLAYERS John Roman, CEO; Walter Hix, vp marketing, both at BattlBox

HBO & Max

ANDREW MEENGERN, VP ORIGINALS MARKETING

Not just actors are eager to be part of The White Lotus, but business executives share this enthusiasm for HBO’s cultural powerhouse. Each season, filmed at a luxurious Four Seasons resort, has attracted significant attention, leading the chain to create a White Lotus wellness retreat at its Westlake Village location and plan tours of all three filming sites for avid fans. For the latest season, Meengern also collaborated with American Express, Google Pixel, and Meta’s Threads. Each brand sponsored an initiative and hosted a finale party — you guessed it — at the Four Seasons in Westlake.

CASE STUDY

Season three of the popular series was filmed in Thailand, and American Express designed exclusive experiences for Platinum Card and Centurion members, offering them a non-murderous adventure. These special events took place in Koh Samui, one of the filming locations. This led to a 40 percent surge in interest for the show as people became curious about these unique experiences.

KEY PARTICIPANTS Jessica Ling, executive vice president of global brand advertising, and Jill Hamilton, vice president of global media, both working at American Express; David Anderson from United Talent Agency (UTA)

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MAIN ACTORS Jessica Ling, executive vice president for worldwide brand advertising at American Express, along with Jill Hamilton, vice president of global media; and David Anderson who works for United Talent Agency (UTA)

Interscope Records

LAURA CARTER, EXECUTIVE VP/HEAD OF URBAN MARKETING; DANIEL SENA, HEAD OF STRATEGIC MARKETING

Interscope Records is unquestionably at the pinnacle of success, earning its prominence by being the leading force in hip-hop, boasting more number one rap albums this year than any other label. Last year, Kendrick Lamar’s “Not Like Us” diss track against Drake was the top rap song in the U.S., while Playboi Carti’s album “Music” ranks among the largest in any genre, and GloRilla’s debut “Glorious” achieved gold status in April. As Carter notes, “Sports has been a significant bond between Glo and her fans. We managed to establish a partnership with Adidas, which significantly boosted her profile and landed her a commentator role during All Star Weekend.” Pop icons such as Billie Eilish, Gracie Abrams, and Lady Gaga have also contributed to Interscope’s soaring popularity, with Sena securing key collaborations like American Express for Eilish, Abrams, and Olivia Rodrigo, and Glossier for Katseye.

CASE STUDY

Mastercard, a long-time supporter of the Grammys, aimed to make a bigger impact. Enter Lady Gaga. Not only did Mastercard premiere the new music video for “Abracadabra” during the Grammys, but it also offered 32 fans an opportunity to star in a remix video as part of Gaga-themed Priceless Experiences.

Steve Berman, vice chairman of Interscope Capitol Label Group, commented on Gaga’s unique approach: “I think Gaga connects the pieces together in three dimensions. She understands how each moment is intertwined to enhance the fan experience and how her art will be perceived by others.

KEY PARTICIPANTS GaGa and Michael Polansky, Steve Berman (vice chair of ICLG), as well as Rustum Dastoor, who holds the position of executive vice president, head of marketing and communications for the Americas, at Mastercard.

Legendary

JAMES NGO, EXEC VP, FRANCHISE MANAGEMENT; BLAIR RICH, CHIEF MARKETING AND COMMERCIAL OFFICER

Following Legendary acquiring the rights to the iconic franchise Dune, Ngo played a pivotal role in shaping theatrical lore by approving an exclusive Sandworm popcorn bucket for the upcoming film, Dune: Part Two. This decision quickly gained attention and became the topic of humor on Saturday Night Live. The resulting revenue stream from these custom buckets has been substantial, reaching tens of millions of dollars and still ongoing. According to a source familiar with the agreement, “Although Warners and Legendary’s comprehensive campaign for Dune was impressive and visually stunning, the online community craved a moment of light-hearted fun.” The collaborative effort between Legendary and Warners on Godzilla x Kong: The New Empire attracted Volkswagen, Fortnite, Call of Duty, and Carl’s Jr., among others.

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Non-Governmental Organization (NGO) expressed, “We’d like to unite Monster Energy, Monster Jam, and our Monsterverse into one incredible fan experience under the same roof.

CASE STUDY

In Dune 2’s version, Microsoft allowed players to simulate flight with an ornithopter, collaborating closely with the production team to create a cinematic depiction of Arrakis for an add-on pack. Players amassed a total flight distance of approximately one round trip to the sun, which is 181 million miles.

PRINCIPAL PLAYER Jorg Neumann, head of Microsoft Flight Simulator game

Mercury Records

ALEX COSLOV, EXECUTIVE VP

Over the course of several years, Mercury has risen to prominence by collaborating with indie music powerhouse Big Loud for distribution. This partnership led to the success of Morgan Wallen, currently the most popular country artist globally. His album, “I’m the Problem,” broke records on Spotify and Apple Music, becoming the most streamed country album of the year within a day of release. Meanwhile, Mercury has also achieved significant success in-house, with Coslov spearheading marketing for Post Malone’s foray into country music through “F-1 Trillion.” The lead single, “I Had Some Help” featuring Wallen, became a hit on the radio and garnered 822.9 million streams in 2024.

CASE STUDY

For close to ten years, Bud Light has held a similar position as Malone’s equivalent, and the alliance persisted, with the beer brand sponsoring Malone’s “A Night in Nashville” concert featuring Blake Shelton, Sierra Ferrell, and Hardy. This event was a significant step in Malone’s transition into country music.

LEADING PARTICIPANTS Todd Allen, senior vice president for Bud Light and Budweiser at Anheuser-Busch; Ronnie Yoked, the head of experiential events, along with Arielle Swanson, the head of entertainment, both from Anheuser-Busch; Kerri Mackar, executive vice president for Global Brand Partnerships at UMGB/Republic Collective.

NBCUniversal

Here are the positions of four key executives:

1. Michael Moses serves as the Chief Marketing Officer at Universal Pictures.
2. David O’Connor holds the position of President for Franchise Management and Brand Strategy at NBCUniversal Studio Group and Universal Pictures.
3. Vince Klaseus is the President of Universal Products & Experiences.
4. Jenny Storms is the Chief Marketing Officer at NBCU Television and Streaming.

2024 saw the massive success of the marketing campaign for the movie “Wicked” during Thanksgiving, as declared by almost every competitor. This campaign, a marvel in itself, showcased over 450 promotional brands that reached an astounding 4 billion shoppers. Among these were Starbucks, marking its first film partnership; Amazon; Target, spearheaded by a national ad campaign starring Cynthia Erivo; and LEGO sets depicting both her and Ariana Grande, an uncommon occurrence for a film driven primarily by female audiences. On the other hand, “Twisters” broke opening records after focusing on Middle America, establishing partnerships with Dodge Ram and American Red Cross to aid disaster relief efforts.

2024 on TV screens was bustling, marking the 50th anniversary of Saturday Night Live which dominated Manhattan. It collaborated with Saks Fifth Avenue, landlord Tishman Speyer, and even the MTA. Indeed, it was Kenan Thompson who made subway announcements. Following this, BravoCon is set to return in November. This massive Las Vegas convention is a significant expansion for over 20 brands, with recent editions featuring pop-up experiences from DoorDash, Lay’s, State Farm, Shark Beauty, and Wayfair.

CASE STUDY

Among all collaborations under the Wicked brand, nothing stood out more during the movie’s extensive promotional campaign than persuading Starbucks to venture into uncharted territory. The coffee titan introduced an exclusive line of Wicked drinkware and Starbucks cards, along with two unique drinks focusing on the leads, Glinda and Elphaba. This was the first instance where Starbucks launched special menu items linked to a movie.

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The most remarkable collaboration from the Wicked brand during the film’s extensive marketing campaign was convincing Starbucks to take a new step. Starbucks unveiled a unique line of Wicked drinkware and cards, in addition to two special drinks inspired by the leads, Glinda and Elphaba. This marked the first time that Starbucks released menu items tailored for a film.

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Among all collaborations under the Wicked brand, none was as striking during the movie’s marketing blitz as getting Starbucks to try something new. The coffee company introduced an exclusive line of Wicked drinkware and Starbucks cards, along with two specialty drinks based on Glinda and Elphaba, the leads. This was the first time that Starbucks offered film-themed menu items.

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In the wave of collaborations under the Wicked brand during the movie’s marketing campaign, nothing surpassed the achievement of persuading Starbucks to step out of its comfort zone. The coffee giant launched a unique line of Wicked drinkware and cards, as well as two special drinks inspired by Glinda and Elphaba, the leads. This was the first time that Starbucks released menu items tied to a film.

or

Among all collaborations under the Wicked brand during the movie’s promotional campaign, nothing shone brighter than convincing Starbucks to embark on a new journey. The coffee behemoth introduced an exclusive line of Wicked drinkware and cards, along with two specialty drinks inspired by Glinda and Elphaba, the leads. This was the first time that Starbucks released menu items linked to a movie.

 

Neon

TOM QUINN, CEO AND CO-FOUNDER; CHRISTIAN PARKES, HEAD OF MARKETING

Quinn and Parkes, who don’t have vast financial resources, lean on their sharp intuition to generate buzz for their films. As Parkes puts it, “We are agile and aren’t burdened by bureaucratic hurdles.” For the critically acclaimed film Anora, enthusiasts waited for hours to purchase risqué merchandise at a single-day pop-up in Los Angeles. Neon’s unconventional marketing strategy for Longlegs kept Nicolas Cage shrouded in mystery, piquing fans’ interest with a string of cryptic codes online. This approach drove global box office earnings of $128 million, making it the highest-grossing independent horror film of the year and Neon’s history.

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QUINN ”Kareem Abdul Jabbar and his signature Adidas high top.

CASE STUDY

On November’s day, Neon transformed Kings of Body, an L.A. auto repair facility, into a temporary store for a single day. This special event drew long lines of approximately 300 people who endured a five-hour wait to purchase “little wifey” thongs and T-shirts emblazoned with phrases from the movie such as “You’ve struck it rich, lady!” and “Just like Cinderella, you’re a fucking fairytale.” This promotional event combined marketing strategies with an additional income source. The setup was reminiscent of a similar event held in New York during the film’s initial release week in October.

Netflix

MARIAN LEE, CHIEF MARKETING OFFICER

The main streamer’s endeavors have significantly expanded since its focus on live programming and advertising. Notably, some of the most significant events to date demonstrate the potential for partnership with brands: Levi’s provided outfits for Beyoncé during her performance at the Beyoncé Bowl Halftime Show, which was the streamer’s first NFL broadcast. Additionally, the Jake Paul vs. Mike Tyson match, the most-streamed sporting event ever, showcased collaborations with Celsius, DraftKings Sportsbook, and Experian. Furthermore, Lee is in charge of two significant expansion sectors: consumer products, like Netflix popcorn, and experiences.

CASE STUDY

In collaboration, the producer of Series Paramount and Quintessential Brands decided to introduce a fictional beverage to markets, based on Lily Collins’ character Emily Cooper’s proposal for a canned Kir Royale in the show. Following its airing, fans eagerly sought the drink, leading “Chamere” to become a popular topic online.

Yours Truly, As an ardent follower and admirer, I’m thrilled to highlight two key figures in the dynamic world of Quintessential Brands: Enzo Visone, our esteemed CEO, and Letizia Razzino, the globally acclaimed Brand Director. These visionaries are steering the ship with unwavering dedication and passion.

Paramount Pictures

Marc Weinstock (President of Worldwide Marketing and Distribution), Danielle De Palma (Executive Vice President of Global Marketing) and Michelle Hagen (Executive Vice President of Worldwide Promotion)

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Marc Weinstock, President for Global Marketing & Distribution, Danielle De Palma, Executive Vice President in Charge of Global Marketing, and Michelle Hagen, Executive Vice President overseeing Worldwide Promotion

or

Marc Weinstock – Head of International Marketing and Sales, Danielle De Palma – Global Marketing Director, and Michelle Hagen – Leader of Worldwide Promotions.

This year, Weinstock watched “Mission: Impossible – The Final Reckoning”, “A Quiet Place: Day One” and “Smile 2”. The initial release of “Day One” saw a surge in viewership, with people participating in a TikTok challenge to quiet their cats (the popular character from the prequel is the cat named Frodo). “Final Reckoning” made headlines by taking over Delta Airlines, which was quite a coup. For the first time, Cruise allowed creators to film his stunts on set, and these videos quickly became viral.

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HAGEN “It would be fantastic if Nike collaborated with ‘Children of Blood and Bone,’ as both brands resonate strongly with the theme of female empowerment.

CASE STUDY

In December, Sonic from Paramount outperformed Mufasa at the box office, even though Disney had partnered with McDonald’s for their Happy Meal toys. This success was partly due to a unique Sonic-themed mobile game that was also part of the deal.

KEY PERSONNEL Tara Sahu (Director, International Collaborations), Rebecca Anderson (Senior Manager, Global Family Marketing) and Morgan Flatley (Global Chief Marketing Officer & Head of New Business Initiatives), who are all associated with McDonald’s.

Searchlight Pictures

Michelle Hooper serves as Executive Vice President and Head of Marketing, while Rebecca Kearey holds the same title as Executive Vice President, overseeing International Marketing, Distribution, and Business Operations.

The marketing skills of Searchlight Studios shone brightly in promoting the Oscar-nominated film A Complete Unknown, which starred Timothée Chalamet and was one of the studio’s highest-grossing productions. Chalamet led the promotion, starting with a hosting stint on ESPN’s College GameDay in Atlanta that gained widespread attention, as he correctly predicted all seven winners. According to Hooper, his appearances were both intelligent and well-planned. Additionally, Searchlight secured partnerships with Levi’s and Heaven’s Door Tennessee Whiskey, a brand co-owned by Bob Dylan himself.

CASE STUDY

In collaboration with costume designer Arianne Phillips, Levi’s selected historically accurate denim items for Timothée Chalamet’s character Dylan in the movie. After post-production, the Levi’s Vintage Clothing team, under the leadership of design director Paul O’Neill, created a collection inspired by Dylan, featuring bootcut jeans, a “D” belt, and a suede jacket.

Sony Pictures Entertainment

1. Steven O’Dell (President of International Marketing and Distribution), Jeffrey Godsick (Executive Vice President, Global Partnerships & Brand Strategy), and Danielle Misher (Co-Head, Theatrical Marketing)

2. In this setup, Steven O’Dell serves as the head of International Marketing and Distribution, while Jeffrey Godsick is the Executive Vice President handling Global Partnerships and Brand Strategy. Lastly, Danielle Misher plays a key role as Co-Head in Theatrical Marketing.

3. Here, we have Steven O’Dell (President of International Marketing & Distribution), Jeffrey Godsick (Executive VP for Global Partnerships & Brand Strategy) and Danielle Misher (Co-Head, Theatrical Marketing) on the team.

4. In this context, Steven O’Dell is in charge of overseeing International Marketing and Distribution, Jeffrey Godsick takes care of Global Partnerships and Brand Strategy as Executive Vice President, and Danielle Misher leads Theatrical Marketing as Co-Head.

5. In the team composition, we find Steven O’Dell (President of International Marketing & Distribution), Jeffrey Godsick (Executive VP for Global Partnerships & Brand Strategy), and Danielle Misher (Co-Head, Theatrical Marketing) each playing their respective roles.

6. Among the team members, we have Steven O’Dell as President of International Marketing & Distribution, Jeffrey Godsick handling Executive VP duties for Global Partnerships & Brand Strategy, and Danielle Misher leading as Co-Head in Theatrical Marketing.

It was uncertain how well Sony’s summer film in 2024, titled The Garfield Movie, would perform, considering it had been two decades since the last feature. Motel 6 heavily promoted the character, making Garfield their official pet officer, while Popchips released a limited-edition nacho flavor; ultimately, the movie grossed $257 million worldwide. Towards the end of last year, Venom: The Last Dance received significant support from Monster Energy, Volkswagen, and Waze, who created a unique voice for the antihero. The film went on to make $478 million globally. “When promotional partners invest heavily,” explains Godsick, “movies can transform into cultural phenomena.

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As a gaming enthusiast, imagine this scenario: I’d be thrilled to design an exclusive event where each brand under LVMH would showcase their unique interpretation of the same game. Each level, each character, every element would reflect the distinctive style and essence of the brand, creating a multi-dimensional, immersive experience for players.

CASE STUDY

Make way for Popchips, as they’ve introduced a new tasty treat to everyone’s favorite feline, Garfield! In the movie, a branded Nacho bag from Popchips makes an appearance, and over 3,000 of these were handed out at a Los Angeles event. Additionally, Popchips sent out special orange boxes filled with snacks to influencers, generating over 10 million impressions. This new chip was the one that flew off the shelves fastest at US Foods!

KEY INDIVIDUALS Megan Osowski, Vice President of Marketing, and Kimberly Street, Marketing Manager, who are part of the Our Home team, specifically associated with the brand Popchip.

The Walt Disney Co.

At Walt Disney Studios, Asad Ayaz serves as the Chief Brand Officer and President of Marketing, with Lylle Breier holding the position of Executive Vice President for Partnerships, Promotions, Synergy, and Events. Martha Morrison is the Executive Vice President of Marketing, while Ryan Stankjevich takes on the role of Senior Vice President of Marketing. Shannon Ryan presides as the President of Marketing for Disney Entertainment Television.

Ayaz’s team is in charge of marketing and selling movies produced by six studios under the Disney brand: Marvel, Lucasfilm, Pixar, 20th Century, Walt Disney Animation, and Disney Live-Action, which includes the popular film Lilo & Stitch. They have been praised for their successful campaigns, such as the one for Disney’s first R-rated release, Deadpool & Wolverine, which became a series record-breaker with $1.33 billion in global box office earnings. This year, they also sold two other top-grossing films of 2024, Inside Out 2 and Moana 2. Notable achievements this year include Lilo, which has already earned $800 million since its release. To boost interest, the studio collaborated with Heinz for Deadpool, Airbnb for Inside Out 2, Hawaiian Airlines for Moana 2, and Spam, distributing 10 million cans of it for Lilo. As Ayaz puts it, “When it’s clever, it generates buzz and helps your film become part of the cultural conversation.”

In terms of television, Ryan manages one of the most extensive portfolios within the industry – ABC Entertainment, ABC News, Disney Branded Television, Hulu, National Geographic, Onyx, and 20th Television. This conglomerate received a record-breaking 60 Emmy awards in 2024. Some notable achievements include a collaboration with Saks Fifth Avenue for the launch of ABC’s Doctor Odyssey, which featured window displays at their New York City flagship store, alongside DTW executive vice president of marketing, Erin Weir. Additionally, in partnership with Hulu’s executive vice president of marketing, Barrie Gruner, a co-branded product was created between Hulu’s Only Murders in the Building and Selena Gomez’s Rare Beauty line. This collaboration sold out in 11 days and generated almost $1 billion in earned media impressions.

CASE STUDY

By comparing Deadpool and Wolverine’s red-and-yellow costumes to Heinz’s ketchup and mustard, the promotional bottles of these superheroes generated billions in media exposure, effectively placing Heinz in the discourse about summer movies.

As a gamer, I’d rephrase it like this:

KEY CONTRIBUTORS Ryan Reynolds and George Dewey from Maximum Effort; Navjit Dhillon, the brand manager; and Jamie Mack, the associate director of brand communications, all hailing from Heinz.

Warner Records

TJ LANDIG, SENIOR VP MARKETING OPERATIONS & STRATEGY; DALIA GANZ, SENIOR VP DIGITAL MARKETING

2024 saw Warner Records making waves as the top label for nurturing fresh talent in the music industry, thanks to their breakthrough acts Benson Boone and Teddy Swims. Boone’s smash hit “Beautiful Things” (2.57 billion streams per Luminate) was the standout track, with Landig masterfully orchestrating marketing strategies for the song and organizing worldwide album pop-up events. Swims, not lagging behind with “Lose Control” (2.14 billion streams), benefits from Ganz’s expertise in viral marketing, a role she fulfills across Warner’s entire roster. Her latest achievement: propelling the 19-year-old emerging artist Sombr to a two-spot on the Global Spotify Chart.

CASE STUDY

With the smash success of “Beautiful Things,” Boone emerged as the voice, or rather the embodiment, for the “BMW Soul” marketing campaign. Since September, this tune has consistently been a significant element in the introduction of seven electric vehicle models across YouTube and Instagram.

KEY INDIVIDUALS Claudia Butzky (Executive Vice President of Brand Partnerships and Sync), Paul Rocha (Senior Director, Brand Partnerships and Sync) from Warner Records, as well as Bernd Koerber (Head of Product & Brand Management) at BMW.

Warner Bros. Pictures Group

Dana Nussbaum (Executive Vice President and Co-Head of Worldwide Marketing), Christian Davin (Executive Vice President and Co-Head of Worldwide Marketing Strategy), and John Stanford (Executive Vice President of Creative Advertising and Head of Theatrical Creative Advertising)

or

Dana Nussbaum, Co-Head of Worldwide Marketing and Executive Vice President, Christian Davin, Co-Head of Worldwide Marketing Strategy and Executive Vice President, and John Stanford, Executive Vice President of Creative Advertising and Head of Theatrical Creative Advertising.

or

Dana Nussbaum, Co-head for global marketing, Christian Davin, Co-head for worldwide marketing strategy, and John Stanford, the creative advertising executive in charge of both worldwide marketing and theatrical advertising.

After achieving successes like “Barbie” and “Beetlejuice Beetlejuice”, the team was promoted in January to lead the marketing group as equals. They struck it rich with “A Minecraft Movie“, currently the highest-grossing film of 2025. The launch of snack products shaped like Doritos and Oreos, both of which became viral sensations, likely contributed. There was also a “Minecraft“-themed Poppi drink and a global McDonald’s campaign spanning 90 countries.

The team, who made hits like “Barbie” and “Beetlejuice Beetlejuice”, was promoted in January to run the marketing group equally. They made a lot of money with the movie “A Minecraft Movie“, which is the highest-grossing film of 2025 so far. They also sold snacks that looked like Doritos and Oreos, which became very popular online. There was also a drink called Poppi with a “Minecraft” theme, and McDonald’s promoted a product in 90 different countries.

The brand I’m dying to work with

Currently popular among Gen Z, e.l.f., a brand known for its inclusivity, takes a revolutionary approach.

CASE STUDY

In the past, gaming and soda have been a popular combination, and for health-conscious individuals from Generation Z, the prebiotic soda Poppi released special edition four-packs. Gamers showed great interest in it: Sales increased by 84.5% during March and April, and one-third of buyers even purchased three four-packs at once.

PRINCIPAL PLAYER Matt Giese, director of retail marketing, Poppi

The article you see was published in the June 11 edition of The Hollywood Reporter periodical. If you’d like to stay updated, consider subscribing by clicking here.

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2025-06-13 19:27