I had an opportunity during Advertising week to attend a panel called “The Adolescence of Content Marketing” with the guest speaker Mr. Jeffery Katzenberg CEO Dream Works Animation and moderated by Mr. Michael E Kassan the CEO of Media Link. Here are some of the key take away points from his conversation and the ONE question I asked that give me insight to the heart of his success.
On the topic of Traditional Television–
Mr. Katzenberg said “Back in the 1950s when TV came along, it filled these gaps in the day that exist in our lives and whether those gaps were the free time people had before work or after coming home from work but before dinner, or some other time. That was the goal what early television did for our society.”
On the topic of Traditional Television–
Mr Katzenberg said “Back in the 1950s when TV came along, it filled these gaps in the day that exist in our lives and whether those gaps were the free time people had before work or after coming home from work but before dinner, or some other time. That was the goal what early television did for our society.”
On the topic of Digital Media and Technology today–
“As people continue to watch a lot of TV, he said, but with the arrival of new digital platforms, it’s opened up new “gaps” during which people are looking for something to do or watch. “Think of these [gaps] as the waiting time in our lives. There is an amazing amount of in-between time in which we find ourselves waiting — waiting at a bus stop, or for a train, or for a seat at a restaurant,” said Katzenberg. “What these devices have done is allowed us to fill that space. It started with texts and social media and casual gaming.
On the Topic of Content–
Jeffrey talked about his new partnership with Awesomeness TV a top YouTube Channel and the Creator Mr. Brain Robbins. He said that Brian is an amazing storyteller and he is producing high quality content and short form entertainment both in high quality production value and storytelling said Mr. Katzenberg. He said “Awesomeness TV will be the leader in tween girls programming and they plan to launch more channels targeting boys, kids and moms and these channels will be bigger than the Disney, Nickelodeon, and the Cartoon Network put together and he is very excited about this.”
My One Question:
Mr. Katzenberg talked about what inspired him and what the secret to his success was and he said “Always do what you love and try to go the extra mile in life, with your family, and your career. Second always go with your gut and your idea because when your idea is fresh and new it won’t make sense to engage social media with your first idea it too new but do engage and get feedback when you have an audience then you can get their feedback.”
After he answered the moderator open up the floor for questions and nobody wanted to ask Mr Katzenberg a question, so the moderator Michael Kassan then said this will be a great opportunity for anyone to ask Mr. Katzenberg a question and interview him so I raised my hand and the mic came over to me because I had one shot to ask a great question. So my question to him was as follows; Hi Mr. Katzenberg, My name is Roger Maloney of Ufront Media insights and my ONE question is that you stated that everyone should ask themselves what is the most beautiful thing to them? So when you find it? How do you build on that beautiful thing you thought about whether it be Travelling, Art or Music?
Then he turn to me and said what is the most beautiful thing to him is seeing and hearing kids laugh and he used that to find his passion and to build on what he is today. He continued to talk about how his former boss Michael Eisner called him in his office and took him to the window after they finished a meeting and pointed at a building and Michael Eisner asked “Do you know what they do in that building? Mr Katzenberg said NO and then Michael Eisner turn to Mr. Katzenberg and said Now it is your problem. Do something with it. Mr Katzenberg told the audience he didn’t have any experience in animation but he knew a good story when he heard it. He said that he never knew that his love for children laughing would lead him to run a animation studio that was created by Walt Disney himself. He also stated that instead of finding your passion you should build on your talent because that will lead you into your dream job and career. I walked up to Mr. Katzenberg and I thank him for give me the opportunity to ask the ONE that nobody wanted to ask him. He smiled and thanked me for being bold.