The Tangent Agency’s Marc Becker on the costly road to the Oscars

Making an unforgettable movie is not the only requirement to win the prestigious best picture Oscar. Add millions of dollars for TV and digital ads, plus actors’ travel, hair and makeup for events to promote their work on the busy film campaign trail.

If the race is close, as it is heading into Sunday’s awards ceremony, studios must dig deeper to gain an edge with the roughly 8,000 voters in the Academy for Motion Picture Arts & Sciences.

Studios also are trying out new experiences, said Marc Becker, chief executive of The Tangent Agency, which works with Hollywood studios on marketing campaigns. Netflix, for example, put together an exhibition of “Roma” costumes and props.

“They have always wined and dined people,” Becker said of awards campaigners, “but now they are immersing them even more in the world of the properties.”

Read the full article: Want to win an Oscar? Spend millions on the film campaign trail (Reuters)


February 19th, 2019|Categories: Client News|Tags: , , , , , , |

The Tangent Agency’s Marc Becker on big brands and advertising politics

While brands have been increasingly flirted with political and social issues in their advertising campaigns in recent years, they’re taking a step back — at least for Super Bowl Sunday.

“While I’m all for standing for what you believe in, brands also run the risk of alienating a large percentage of their target audience,” The Tangent Agency’s CEO Marc Becker told Business Insider. “Even if they have research showing a portion of their target consumer agrees with their political views, not everyone wants to flaunt their politics.”

Plus, at $5 million for a 30-second ad, big game spots are expensive and should typically be used to kick off longer-term campaigns for brands, he said. Taking the risk with a one-time political statement may not be worth it.

Read the full article: Big brands such as Budweiser and Gillette are getting increasingly political with their advertising. Just not at the Super Bowl. (Business Insider)

January 31st, 2019|Categories: Client News|Tags: , , , , , , |