Ana Andjelic’s Post

The increasing overlap between the worlds of entertainment and fashion (and the ongoing demise of ROI in social and digital channels) means it makes sense for brands to be more deliberate, formal and aggressive in the way opportunities are managed (and even conceived).

Last week, when LVMH announced the launch of 22 Montaigne Entertainment, a central platform to connect its 75 maisons with the entertainment industry, the move was about more than trying to capitalise on audiences eager to watch stories about brands from Barbie to Nike. It was also a survival plan for a world where traditional forms of mass-media advertising are losing their effectiveness. Some of the industry’s biggest players are now creating more formal ties to the entertainment business. Last April, Saint Laurent announced a film production unit, while in September, Artémis, the holding company of Kering owner François Pinault, bought a majority stake in Hollywood talent agency CAA. "[There is] a fine balance between giving your entertainment partners creative flexibility and also protecting what you’ve built in terms of brand value,” said John Harrison, media and entertainment leader at EY Americas. Read the full story by BoF's Marc Bain on why the luxury giant is adjusting to a shifting media landscape, resulting in projects like “Dior and I” and the new Apple TV series “The New Look.” 

First Francois Pinault/Kering’s brilliant move with CAA last year and now LVMH’s move into entertainment with 22 Montaigne. Luxury brands are starting to firmly establish their #BrandBards to reach clients and monetize their IP’s value. One cannot underestimate the value of a good story and The Business of Fashion highlights that in their article👇. Consumers are tiring of all the #ads thrown at them. #Beauty and #fashion execs should focus on finding that true storyteller/#BrandBard - ideally as part of their executive team. BrandBards maintain identity, heritage, authenticity, uniqueness and, in turn, experience. That’s true #valuecreation. #luxury #luxuryfashion #beauty #retail #IP #brands #innovation

#LVMH is betting on #data through #entertainment that they plan to monetize. Does this sound familiar? Let me know your thoughts below ⬇️ #digital #advertising #privacy

WWD: Why did you decide to partner with these guys [Superconnector Studios] out of all the people in Hollywood? LVMH NA CEO Anish Melwani: We got connected because one of our colleagues had worked with them before. And they had done the reference example, which is Nike Waffle Iron Entertainment. What I learned in my limited exposure to the industry so far is, there are really very few organizations — I don’t know of any other ones to be honest — that are focused on working with brands. They don’t represent talent, they’re not a studio themselves. But they really have the skill set because they come from the agent side, they come from the production side, and they’ve got some senior folks who come from platforms like Netflix. But they’ve set as their mission to work with brands. These guys we felt were really well aligned with what we’re trying to do." https://lnkd.in/ecBnVd2w

Nike has its own content studio called Waffle Iron Entertainment. Now LVMH launched its own creative unit to work with Hollywood. Lots of other brands have started similar initiatives. They all have one thing in common: to tell the story of their brand in a variety of ways and to foster the lifestyle appeal of their products and services. If you are brand it is not news to you that you have to consider being a content company as well. People buy not only a pair of shoes, they buy a whole story with it. The more expensive the product, the more important is your image. And you transport this image via storytelling- it has always been this way and with moving images it has only become more relevant. Every business is now a media business - and this opens opportunities for TV and Film business alike. #brandedentertainment #monetization #retailinmedia

✅Digital Branding 🎯 “At LVMH we view each maison as a house of stories, a distinct creator of culture,” 📈”the promotion of our brands across entertainment formats with the creation of 22 Montaigne Entertainment, complementing our maisons’ direct engagement activity,” #luxurybrands #contentmarketing #experientialmarketing #learninganddevelopment #LVMH

A brilliant #strategy. Much smarter than traditional content creation and product placement. Leveraging the #image and legacy of the #brands and #maisons through #storytelling and partnerships while connecting further with the #cinema industry. Another inspiring illustration of LVMH creativity.

LVMH, a leading fashion and luxury brand, has announced the launch of its new entertainment division, 22 Montaigne. The division is designed to explore content opportunities for LVMH's numerous brands, including Louis Vuitton, Fendi, and Dior. The move follows Nike's establishment of Waffle Iron Entertainment earlier this year. Both companies have partnered with Superconnector Studios, a company that bridges the gap between Hollywood and brands to ensure authenticity and value alignment in entertainment projects. 22 Montaigne will operate with a decentralized approach tailored to each brand's unique identity, leveraging existing archives and stories to deepen consumer engagement. Collaborations with media companies like Hello Sunshine and Imagine Entertainment are already in progress, indicating a commitment to telling compelling narratives that resonate with audiences. This partnership between brands and Hollywood is mutually beneficial, with brands enhancing their emotional connection with consumers through storytelling, while Hollywood gains promotional support and broader reach. The trend of brands venturing into entertainment with the help of industry insiders like Jae Goodman and John Kaplan is on the rise. LVMH and Nike are leading the way, demonstrating the increasing importance of storytelling in building a brand's emotional connection with its consumers. #LVMH #22Montaigne #BrandEntertainment #LuxuryContent #FashionMedia #SuperconnectorStudios #EntertainmentPartnerships #Storytelling #HollywoodCollaboration #ContentCreation

22nd of February 2024 LVMH Launches 22 Montaigne Entertainment to Explore Its 70 Maisons’ Potential Across Film, TV, a venture created in partnership with Superconnector Studios #JohnKaplan #JaeGoodman #lvmh #22MontaigneEntertainment Anish Melwani LVMH #housestories #culture - Brand Campaigns - Editorials - Advertorials - Local campaign adaptations are the components that create your short terms desirability goals to reach out to your clientele. The Giant and charming Screen of Hollywood is where elegance, beauty, force, story telling become #timeless memories, hence the strategy of several maisons to go through agencies for years to create a qualitative reference, a ROI perhaps that would mark the audience with a touch of glamour. The venture has been thought to create an entire division within a long term strategy. This is where Cinema interacts with 70 Maisons of LVMH becoming a visible asset outside of the regular media spectrum, or the runways and the SM platforms. A new league has been established, Kering has also invested lately in Entertainment with #CAA Creative Artist Agencies #TalentAgency with Groupe Artémis. Brand first wish is to create visibility with an impact and engage in growth. The smaller screens reflects the envy of an ephemeral moment, creating a scene for personas who the audience can relate to. All of the above through a commercial key calendar the Luxury Maisons have known by heart, yet the element of surprise is missing sometimes: Ambassadorship, Brand Awareness, Launches...and yet for decades only very serious maisons started working closely with the Hollywood circle to not just place products yet to make history. Perhaps the future will bring us the chance to also have a recognition for the integration of Branding into a new nomination by the Academy someday. #bollywood #cinema #hollywood #film #festival