Luxury behemoth LVMH (Louis Vuitton Moët Hennessy) made headlines recently with the announcement of a new venture, 22 Montaigne Entertainment, a new platform in partnership with Superconnector Studios that will use movies and TV to market the company’s 75 brands. The move is the latest from a major marketer looking to deepen the ties between Madison Avenue and Hollywood, and follows the success of recent brand and entertainment efforts from the likes of Mattel, Nike and Nintendo, among others.
Marketers are all too aware of changing consumption habits and the fragmentation that’s come with those changes, making it all the more difficult to reach people through traditional forms of advertising. With that being the case, marketers are more interested now in finding ways to be part of culture and part of the entertainment that people actively seek out. There were more CMO-level executives at the Sundance Film Festival this year, for example. And at that same festival, a documentary funded by Nike was then picked up by Netflix. While Nike is a first-mover in this scenario, there’s a sense that other brands will start taking bigger swings with entertainment properties too.
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