SBJ/Feb. 3-9, 2014/People and Pop Culture
Plugged In: Seth Jacobs, CAA Sports
Published February 3, 2014, Page 3
Ultimately what the brands hire us to do is to market through pop culture to the consumer audiences, so as a consumer you are not just thinking, ‘I just care about sports,’ or ‘I just care about music.’ You don’t necessarily separate those things. It’s all a part of pop culture and it’s all about the things that you, as a consumer, are passionate about.”
How it works: Sometimes it can be through the simple act and announcement and PR of associating yourself with another great brand, like the U.S. Open or like Madison Square Garden or the Super Bowl. That can play itself out within an actual ad or PR announcement. And more and more, trying to combine the kind of live event and experiential world with social media, so that you can actually interact with consumers one-on-one and in a real direct way, and also get the multiplier effect.
Two trends he’s watching: TV rights deals in general: There has been talk over the past couple of years and rumors about new and additional players getting involved, like a Google or something like that, which would fundamentally change the landscape. Will that happen and will those TV rights deals continue to grow and expand? And I am very interested to see what will happen with the new college football championship.