Mega large expertise company CAA introduced final week its sale of a majority stake to Artemis, an funding agency led by Francois-Henri Pinault.
Should you don’t know Artemis, you’re not alone. However you do know the manufacturers owned by its luxurious items group – Gucci, Saint Laurent, Balenciaga, Alexander McQueen, Christie’s public sale home.
Now, what does that huge information in Hollywood must do with you as a marketer?
CMI’s chief technique advisor Robert Rose shares the large takeaway and extra on this week’s CMI Information video. Watch it beneath, or maintain studying for the highlights:
CAA has been the most important expertise company in Hollywood for a while. It gi-hugic standing (sure, that’s Robert’s technical time period for it) after buying ICM Companions a yr in the past. CAA represents nearly all people on the celeb A-Checklist – Tom Hanks, Brad Pitt, Steven Spielberg, Zendaya, Ryan Murphy, Margot Robbie, Samuel Jackson – and sports activities stars, akin to Cristiano Ronaldo, Aaron Rodgers, and Dwayne Wade.
However it’s not CAA’s consumer checklist that’s so spectacular. It’s a powerhouse as a result of it constructed media companies with assembled expertise. It devoted a division, CAA Ventures, to create media startups throughout industries, together with advertising and content material advertising with CAA Model Studio.
Luxurious manufacturers innovate the enterprise of content material
However what does all that – and Artemis’ majority acquisition of CAA – must do with content material advertising?
“Over the previous few years, luxurious and vogue manufacturers, the core staple of Artemis’ holdings, have leaned exhausting into digital content material and act extra like media and expertise manufacturers,” Robert says.
Gucci has been one of many extra pronounced success tales with its experience-building and partnerships with celeb influencers, akin to Harry Types. It options environmental, range, and different world points in media-driven experiences.
Earlier this yr, Saint Laurent launched a film studio. Its first movie, Unusual Manner of Life, starring Ethan Hawke and Pedro Pascal, premiered on the Cannes Movie Pageant.
On the core of those endeavors is content material advertising. However these manufacturers aren’t simply creating content material; they’re working as media firms.
The CAA acquisition places all of it collectively – luxurious manufacturers with entry to the very best celeb influencer expertise in a company with huge experience in packaging new options and creating profitable synergy between product manufacturers, celebrities, and enterprise operations.
“The way forward for companies and content material advertising is to undertake full-scale media operations. It’s simply beginning with these luxurious manufacturers,” Robert says.
Way forward for media from non-media manufacturers
Sure, even if you happen to’re within the B2B monetary companies, well being care, manufacturing, and so forth., area, full-scale media operations are the longer term. They’re uncommon, although not unprecedented, right this moment.
Arrow Electronics, the tech producer and distributor, acquired 53 electronics engineering web sites, magazines, and occasions. It created an organization known as AspenCore to publish these entities and present model content material options.
Two years in the past, Salesforce launched Salesforce+ not simply as a streaming community however as a devoted group inside the firm answerable for producing, packaging, and placing collectively collection to take a seat alongside the content material they syndicate from different sources.
In the previous few weeks, company large McCann launched a social and creator content material studio. The Area Group, writer of Sports activities Illustrated, and others launched a content material creator community. And the coloring crayon model Crayola launched a youngsters and household content material studio.
These main indicators prompted Robert to consider what different kinds of manufacturers will launch content material fashions like these.
“Who would be the innovators in monetary companies, well being care, manufacturing, know-how, development, engineering, or actual property,” he asks. “Who will create, purchase, or construct a bunch that may function like a media firm – packaging collectively expertise, manufacturers, and media ventures meant to create ongoing operations that differentiate and create engaged audiences?”
Who will observe the pondering shared by luxurious model marketing consultant Robert Burke in The Drum’s piece on the CAA deal: “There is no such thing as a separation between vogue and leisure anymore.”
It’s nonetheless early, however the identical is true in your business. There’s no separation between partaking audiences and your business. Robert explains: “See that is the chance to not solely act like a media firm to optimize your advertising however to function as a media firm to optimize what you are promoting.”
What do you suppose? Tag me on social @Robert_Rose and use the hashtag #CMWorld.
HANDPICKED RELATED CONTENT:
Cowl picture by Joseph Kalinowski/Content material Advertising Institute