Jae Goodman — CCO & Co-Head, CAA Marketing
Jae talks to TheNextGag about being Jury President at the Cannes Lions 2016, why the Transformers movies are a marketing success and why brands should produce more entertainment.
Jae Goodman is the Chief Creative Officer & Co-Head of Creative Artists Agency Marketing in the USA.
CAA Marketing is a division of leading entertainment and sports agency Creative Artists Agency (CAA). Goodman works in the Los Angeles office and helps provide corporate clients with creative solutions that leverage the power of entertainment to build brands and drive business results. CAA Marketing clients include Coca-Cola, General Motors, Diageo, Chipotle, Samsung, Neiman Marcus, Burberry, Keurig, Fender and The MacArthur Foundation, among others.
CAA Marketing was the driving force behind Hasbro’s Transformers film franchise and Chipotle’s “Cultivate” campaign, including the animated short film “Back to the Start” featuring Willie Nelson covering Coldplay and its follow-up “The Scarecrow.” The campaign has won four Cannes Grand Prix awards in four different categories in the past three years.
CAA Marketing is responsible for the first and second brand films ever accepted to the Sundance Film Festival, the first-ever live interactive show on Hulu, nine Webby Awards in six years for four different clients, and eight Emmy nominations and four wins for such clients as Old Navy, Chipotle and Dolby.
Prior to CAA, Goodman served as Senior Vice President and Executive Creative Director at Publicis & Hal Riney in San Francisco, overseeing all creative talent and work. Previously, he held creative and executive positions at Wieden+Kennedy, Leagas-Delaney, and Ogilvy & Mather.
Under Goodman’s leadership, CAA Marketing’s work has been selected as one of TED’s “10 Ads Worth Spreading,” and in 2014, Goodman was named to both Fast Company’s Most Creative People in Business 1000 and Ad Age’s Creativity 50 List.
Outside of advertising, Goodman’s successes include creating and executive producing a show for FOX Sports, developing the partnership between 24-Hour Fitness and NBC’s The Biggest Loser, co-founding content-meets-commerce startup Honeyshed, and writing music videos which earned multiple MTV Music Video Awards nominations for artists ranging from Fatboy Slim and Linkin Park to Miley Cyrus and Mariah Carey. He is a frequent lecturer at both his alma mater UCLA and sworn enemy USC.
THENEXTGAG: WHAT MAKES CAA MARKETING PERFECTLY SUITED TO HANDLE ADVERTISERS NEEDS COMPARED TO A TRADITIONAL AD AGENCY ?
JAE GOODMAN: Perfect is perhaps a bit of an over-statement, but we are well-suited to many clients’ needs because of our proximity to popular culture. We’ve built a full-service marketing services agency (strategists, business executives, creative executives, content managers) inside the collaborative culture of the world’s leading entertainment and sports agency. Our ability to provide cultural insights and strategies, and create original content and partnerships is amplified and accelerated by our position.
No other marketing services organization has the unique insider access to entertainment to create meaningful moments in popular culture that build brands and drive business results like CAA Marketing. As a result, we are able to do much better work for our clients by virtue of the company within which we operate around the world every day.
TNG: VICE TV PLANS TO BROADCAST LONG-FORM BRANDED CONTENT IN LIEU OF TRADITIONAL TV SPOTS. IS THAT THE WAY TO GO FOR ADVERTISING ?
JG: I suspect they would call it long-form content that is incredibly compelling in a Vice-like way that just happens to be directly brand supported, but yes. Why “yes”? Because why would Vice hold themselves to an old media format like an interruptive TV spot when they can attract and hold the viewer with long-form Vice content that also delivers a brand message?
Success lies in the execution, of course, but the idea of driving business results for a brand while simultaneously delivering a great viewing experience to consumers is exactly the goal we’re all aiming for.
TNG: WHAT BRANDED CONTENT WOULD YOU HIGHLIGHT AS THE BLUEPRINT FOR THE FUTURE OF THIS SPACE ?
JG: Transformers seems to have worked out rather well for Hasbro as they could have made toy commercials instead. The AB/InBev brand Quilmes did something very interesting with Jason Blum’s Blumhouse in Buenos Aires last October: a 30-Day live horror experience, with films, advertising and retail presence to support it that turned Halloween into a great beer-drinking party night. It was called Zona Paranormal. AB/InBev also could have just run another ad campaign. But they didn’t and, as I understand it, Quilmes sales were way up.
The Canada Goose “Out There” interactive film also did quite well for Canada Goose.
TNG: WHAT MADE YOU ACCEPT BEING THE PRESIDENT OF THE ENTERTAINMENT LIONS ?
JG: We at CAA Marketing, along with others like Teddy Lynn at Ogilvy, have actually been quietly working with the festival for over a year to re-position “Branded Content and Entertainment” and its categories into Lions Entertainment. The categories now more closely reflect actual entertainment categories, as opposed to advertising-related categories.
As for accepting the Presidency, I am honored, and also think it was the festival suggesting I back up all of my ideas with some action!
TNG: SUNDANCE IS NOW ACCEPTING BRANDED FILMS, TRIBECA FILM FESTIVAL JUST LAUNCHED THE X AWARD. DO WE NEED A DEDICATED AWARDS COMPETITION JUST FOR THIS KIND OF BRANDED CONTENT ?
JG: We’ve had some luck with Sundance, with the first and second-ever brand films accepted, but we did not enter them as “brand films,” we simply entered them into competition with the other several-thousand short films. That the films happened to be from eBay and Microsoft (yes, Microsoft), respectively, was incidental. According to the Sundance Jury, the films were simply Sundance-worthy.
It will be a great day, and I hope it is soon, when the content directly produced and supported by brands is judged — at award shows and by the public — in the same way as “pure” entertainment (which is usually indirectly supported by brands, of course).
I actually think that the public is further along than award shows. I didn’t hear anyone complaining that The Lego Movie or Red Bull’s “Art of Flight” or even our work for Chipotle was “just one big ad.” People just enjoyed the films and experiences, and those people were also probably more positively inclined to buy products made by the companies who created that content. Seems okay to me.
Actually, it seems like the way entertainment marketing should work!
Chief Creative Officer & Co-Head
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