Is it a brand’s job to tap in to challenging and sometimes dark political times, or to help consumer escape the darkness?<\/p>\n
Both, says one agency executive who was intrigued to see both opportunities presented to her at the recent NewFronts content shop.<\/p>\n
In this video interview with Beet.TV, MediaCom digital investment associate director\u00a0Heidi Capnerhurst<\/a> says the content she saw, as premium publishers touted their upcoming slate to agencies and brands, ran the gamut.<\/p>\n “This time there was almost a polarizing Effect of ‘We have content that is so purpose-driven and then we also have content that is just fun and you can escape this politically charged world’,” she says.<\/p>\n “Each of the partners in the NewFronts kind of straddled the balance between that in that kind of polarizing way. They really did a good job of ‘We’re fun, and this is a place to just enjoy and be you and create’ and then ‘Also we have purpose-driven content.”<\/p>\n The mix of play and purpose is something that may come in useful to\u00a0Capnerhurst. She works on the Sony PlayStation account, after MediaCom won the contract<\/a> from rival agencies earlier this year.<\/p>\n “As a brand it’s kind of our job, and as marketers to understand where we fit in that and where we can also kind of be in-between and the conversation-leading culture,” she says. “But also have this idea of play and this idea of fun.”<\/p>\n