Taking place as part of the new Cannes Lions Entertainment forums, the panel will bring together Disney’s UK CMO Anna Hill, Marriott’s European VP of brand marketing and ecommerce Osama Hirzalla and Leila Fataar, head of culture and entertainment at Diageo Europe. They will discuss how their brands are using branded entertainment and influencers to cut through and what the future holds for this nascent marketing strategy.
The talk will take on the Entertainment Forum Stage on Thursday 23 June at 12.45pm.
The discussion is particularly poignant as consumers become increasingly weary of push advertising and instead look to be entertained. The rise of ad blocking also shows how more traditional online marketing methods are failing to cut through and the importance of using influencers as key engagement tools.
All our speakers are uniquely positioned to talk about the rise of influencers. Fataar heads up a division at Diageo focused on embedding its premium brands into film, music, fashion, sport, art and design cultures.
Hirzalla, in his role leading Marriott’s European marketing, is tasked with driving brand awareness, differentiation and preference for Marriott brands in Euope. He also oversees Marriott.com as well as playing an active role in Marriott’s CSR strategy and rewards programme in Europe.
Hill, meanwhile, is responsible for Disney’s overall marketing strategy with a particular focus on integrated marketing opportunities as well as heading up Disneymedia+, which aims to build and manage its key franchises.
The discussion will be hosted by Marketing Week editor Russell Parsons, who will question the panel about their strategies and why brands should consider using influencers.