Dan

Dan Thorman

Managing Partner, Chief Financial Officer
Dan Thorman serves as the Chief Financial Officer for Thoughtful Media Group (TMG). Dan focuses on strategic business development, corporate structure, and finance. Dan has broad experience managing corporate business and legal affairs across a diverse cross-section of functional areas. Specifically, he has focused efforts in the creation of online and television advertising solutions as well as early-stage company finance, operations and evolution, and technical project specification and management. In recent years, he has assisted in raising millions of dollars in corporate financing. Dan co-founded TMG to capitalize on the global changes occurring in the Online Media and Advertising sectors.

Prior to TMG, Dan served as a Managing Partner at MR Holdings, a Los Angeles based branded entertainment company focused on the television market. Since its founding in 2003, he successfully deployed over $25 Million is brand dollars into television media from major global advertisers. Dan also served as the Chief Financial Officer of INNX, Inc., a venture capital financed convergent media company which provided television news, internet content, and targeted advertising opportunities to hundreds of network television affiliates and advertisers across North America.

Before his work in online and television advertising solutions, Dan was a founding partner of San Francisco-based Ignition, Inc., a leading design and engineering company of interactive products and data integration solutions for large corporations. Ignition clients included Hewlett Packard, the United Nations, and McKinsey & Company. At Ignition, Dan managed operations of the company, including technical, financial and administrative functions. Dan also managed large software and technical development projects for clients with a specialty in technical problem solving and specification of hardware systems.

Dan has a BS in accounting from George Mason University and has passed the Certified Public Accounting (CPA) examination.

 

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jakseverson

Jak Severson

Managing Partner, Chief Executive Officer
Jak serves as the Chief Executive Officer for Thoughtful Media Group (TMG). In that role, Jak focuses on strategic expansion, creative development, and core advertiser sales. Jak is an accomplished and award-winning television producer specializing in reality, news, and integrated advertising for large advertisers. Jak co-founded TMG to capitalize on the global changes occurring in the Online Media and Advertising sectors.

Prior to TMG, Jak served as a Managing Partner at MR Holdings, a Los Angeles based branded entertainment company focused on the television market. Since its founding in 2003, he successfully sold and deployed over $25 Million in advertising budgets into television media from major global advertisers.

Jak also served as the Chief Executive Officer of INNX, Inc., a venture capital financed convergent media company which provided television news, internet content, and targeted advertising opportunities to hundreds of network television affiliates and advertisers in the United States and Canada. There, Jak was responsible for corporate vision, execution and oversight of 50+ persons in three domestic offices. While in his roles as CEO, Jak has been responsible for securing millions of dollars in seed, growth and mezzanine stages of financing, while attracting prominent executives from the media community to join as investors, advisors and directors.

Early in his career, Jak founded Parador Television Productions, an international television production company, which served the NBC, ABC, FOX, CNN, PBS, BBC and Discovery Channel Networks for nearly a decade. Clients include such notable and popular national programs as The Today Show, Weekend Today, NBC Nightly News, Dateline NBC, Good Morning America, ABC World News Tonight, CNN Travel Guide, World News Report, America’s Most Wanted, Religion & Ethics NewsWeekly and Headline News.

While at Parador, in 1997, Jak served as Executive Producer of the British-based investigative series, “Earth Undercover” TV series, which exposed illegal and exotic animal trade in 13 parts. Parador’s corporate clients included The International Fund for Animal Welfare (IFAW), Samsung Corporation, the governments of French Polynesia, New Zealand, Australia, The Cook Islands and Fiji which hired Parador to provide broadcast solutions and to generate revenue and awareness for their respective brands, identities and issues。

 

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scottpollack

Scott Pollack

Executive Vice President
Managing Director, Asia-Pacific
With 20 years of strategy, business development, sales, marketing, product and consulting experience primarily in the Internet, digital media and technology industries, Scott has been successful at developing businesses in the United States and Asia (including Mainland China, Hong Kong, Japan, Korea and Singapore). Doing business in Asia since 1999 and living in Shanghai since 2005, his experience includes senior executive roles in public companies, start-ups, and global consultancies.

Scott joined Thoughtful in October 2013 to lead and grow the China business. Immediately prior, Scott was Senior Strategy Director, China for Wunderman | Agenda. In this role, he engendered innovation and strategic thinking in the development of B2B and B2C digital strategies, and he also led a major account team serving the agency’s largest global client. Earlier, as Partner in charge of Gallup Consulting’s Shanghai office and then as Director of McKinsey’s Insights China service line, he led organizations that helped Fortune 500 clients make key strategic decisions for their China businesses based on specific market and consumer intelligence.

Scott holds a BA in Economics from the University of California at Berkeley and he received both an MBA in finance and a JD from UCLA. He is also fully conversational in Mandarin Chinese.

 

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Timothy Kwok

Timothy Kwok

Executive Vice President
General Manager, Asia-Pacific
Timothy Kwok is one of China’s leading digital marketing professionals with global experience at companies such as Sapient, Communication Central Group (now known as Digitas China), Lemon Asia and Shepherd Digital, which he founded in 2007. Timothy joined Thoughtful China from Great Works, an award-winning full-service digital marketing agency with offices in Stockholm, Barcelona, New York, Tokyo and Shanghai.

Timothy has worked in diverse markets such as the U.S., India and Hong Kong, but has been based in Shanghai for the past eight years. He relocated to China with Lemon as director of operations, growing that business from 10 people in 2004 to about 70 people within 18 months, while also adding offices in Beijing and Shenzhen.

He has handled digital marketing for advertisers such as Audi, Agriculture Bank of China, BenQ, China Eastern Airlines, Electronic Arts, Forbes magazine, Goldman Sachs, Financial Times, Harvard Business Review, Jin Jiang International Hotels, KFC, Nippon Paint, Philips Lighting, Lucent Technologies, Mercer Consulting, Sony Electronics, TOTO, Jelly Belly Candy Company and Jardine Schindler.

Timothy’s project portfolio ranges from digital marketing campaigns to complex enterprise architecture solutions, such as word-of-mouth marketing, mobile and CRM campaigns, CMS development, large-scale data migration and system integration projects, as well as other mission-critical applications development.

Timothy is an active member of the Hong Kong Chamber of Commerce and the Canadian Chamber of Commerce and he serves as a commissioner of the Anti-Spam Committee of Internet Society of China (ASISC). He received a bachelor’s degree in economics as well as computing and information science from Queen’s University in Canada.

 

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Mark_Ingrouille

Dr. Mark Ingrouille

Executive Vice President
International Operations
Described by Campaign magazine as “one of the great personalities of our industry”, Dr. Ingrouille has headed major agencies in Asia Pacific, including McCann and Publicis. Hailing originally from Guernsey in the Channel Islands, he has worked and lived in the United States, Germany, Singapore, Thailand and Hong Kong. He studied at Exeter University and holds an MBA and PhD in Sociology.

 

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Normandy

Normandy Madden

Senior Vice President,
Content Development, Asia-Pacific
Normandy Madden is an expert in the challenges and opportunities facing marketers across emerging markets in Europe and Asia, particularly in China.

In addition to her work developing new online concepts for China’s largest marketers and agencies, she is executive producer of “Thoughtful China.” A weekly online advertising affairs program, “Thoughtful China” features trend-setters and opinion leaders discussing the latest trends and issues facing China’s burgeoning advertising market, while also generating awareness of innovations taking place within the region.

Before she joined Thoughtful Media Group in February 2011, she was the Asia editor for Advertising Age, the leading global source of news, intelligence and conversation for marketing and media communities, a role she held for 13 years. Normandy arrived in Hong Kong just as a debilitating currency crisis struck Asia and her reporting tracked a recovery marked by a boom in dot-com spending, the SARS health crisis in 2003, and China’s evolution over the past decade into the world’s second-largest economy.

From 2005 to 2010, Normandy was also managing director and editor of Ad Age China, the group’s weekly digital newsletter about marketing and media in Greater China, which has experienced unprecedented growth in media spending and middle class affluence in recent years.

Normandy has extensive knowledge of Asian consumers through interviews with top-level executives at global creative and media agencies and CMOs at multinationals like Procter & Gamble, Unilever, General Motors, KFC, Adidas, Kraft Foods, Nokia, McDonald’s, Hewlett-Packard, Volkswagen, Apple, and Nike. She has also covered the rise of Chinese companies hoping to create a global brand footprint such as Li Ning, Haier, Lenovo, Anta and China Mobile.

Normandy covered central and eastern Europe from Prague for publications such as Advertising Age, The Hollywood Reporter and Media International from 1992 to 1997, a period of tumultuous change in the former Soviet bloc. She also penned a column on marketing for Prague Business Journal.

 

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FAFSA
Targeted Pre-Roll Campaign

• Thoughtful teamed up with creators Katers17 and SMPFilms to create a highly successful pre-roll campaign for Free Application for Federal Student Aid (FAFSA)

• The pre-roll ads targeted 15-18 year olds.

101,927 Total Impressions
16,422 Total Views
982 Total Clicks
5.97% CTR

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Sanyo Xacti Cam
Endorse Pre-Roll Campaign
• Thoughtful gave 6 content creators the Sanyo Xacti to record 2-minute videos, which were placed as pre-roll on targeted channels.
• The content creators encouraged other users to film their own unique videos, which set off an organic, viral marketing campaign that improved market awareness of the camera from 8th to 1st.
• Approximately 70% of the market indicated a strong likelihood to purchase the Sanyo Xacti.

18 Million Total Views
94% favorable sentiment
2285 Coments Generated
5.97% CTR

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Clairol’s Nice ‘n Easy
Brand Integration Series

Thoughtful partnered with Clairol’s Nice ‘n Easy for a three-episode arc on the popular “Meet Zoe” channel, exposing the product to a loyal market of 11- to 17-year-olds. • The first episode featured Zoe at a trendy hair salon, realizing she couldn’t afford to get her hair colored. The second episode featured Zoe at a store looking at all the different Nice ‘n Easy products. She then asked her audience to help her choose her shade. In the third episode, we saw Zoe using the product at home. • When the episodes were released, a digital display ad campaign featuring Zoe with the Nice ‘n Easy brand was targeted on Zoe’s channel’s adjacent media space and retargeted to all visitors of her channel.

400,000 impressions
95% favorable sentiment
2.5% CTR

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Gillette
Custom Brand Content

Thoughtful teamed up with Cory of SMPFilms to create a brand-integrated video for the new Gillette Fusion ProGlide. Cory spent the first 2 minutes of the video going through the talking points of the razor, and the final 2 minutes were the reward to the viewer as he waxed his face.

350,000+ video views
94% favorable sentiment
982 Total Clicks
5.97% CTR

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Michael Todd – Soniclear
Case Study

Thoughtful partnered with Michael Todd True Organics to promote their new face-cleansing brush called the Soniclear. The campaign was to target teen girls for better ways to clean their faces to help diminish breakouts at a more affordable solution than the market leader Clearisonic.

174,396 impressions
15,938 views
550 clicks
5.45% CTR

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Unilever announces outcome of Go Global initiative

London/Rotterdam/San Francisco – Unilever announced today that it has selected the seven winning companies that will take part in Go Global, a program that aims to partner innovative digital companies which are ready for international expansion, with seven of Unilever’s global flagship brands.

Some of the winning compnies include: Africori, NewAer, Songza, LifeSum, and Thoughtful Media Group. These companies and two others will partner with CLEAR, Hellmann’s, Magnum, Pro.Activ/Flora, Surf, Vaseline and Unilever Project Sunlight to develop groundbreaking digital marketing campaigns.
Unilever will give each of the companies selected US$100,000 in cash, mentorship, and a range of services in exchange for a customised digital marketing pilot in the area of content, mobile, or connected devices. These campaigns will take place in markets across Africa, Asia, Europe and North America by leveraging Unilever’s global reach in more than 190 countries.

“We are delighted by the response received to the launch of Go Global with Unilever. Several hundred companies applied to the program from 46 countries across six continents. After a very careful process of assessing a high calibre of proposals, we have chosen the companies that we feel are the best fit for our brands,” says Olivier Garel, Head of Unilever Ventures.
New initiative offers tech companies cash & mentorship to work with Unilever brands & expand to new markets

Marc Mathieu, SVP Marketing, adds, “It is important as marketers to constantly adapt and get ahead of the world we live in. With technology – and even more so with mobile technology – the pace of change is accelerating exponentially. Working with young, high-growth companies that are partly inventing the future will enable us to continue to pioneer new technologies and platforms which can help our brands engage more meaningfully with people around the world.”

The aim of Go Global with Unilever is to work with small to medium-sized, established businesses to expand their global reach. The program focuses on three spaces: Content, Mobile, and Connected Devices. ‘Content’ includes technology that can help brands create, curate, and distribute content that informs and inspires consumers. ‘Mobile’ includes both advanced mobile solutions for developed markets and innovative ways to connect with the billions of people in emerging markets who are typically using feature phones. The third area of ‘Connected Devices’ explores opportunities which help people track and leverage their personal data, to improve their livelihoods.

Read Full Article at Unilever.com

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KLM Watches Traffic Take Off

By Becky Ebenkamp

KLM Airlines is harnessing the influence of YouTube star “Mr. Safety” to fuel a promotion touting the airline’s reach to exotic destinations.

The promo, designed by branded entertainment studio Madison Road Entertainment, is the latest to link a brand to an “Internet famous” star with a built-in audience.

Forget E.F. Hutton: When the Chocolate Rain dude says, ‘Go do this,’ his people listen. “Web stars have an uncanny ability to drive action because of the rapport an audience feels with them,” Madison Road Entertainment’s managing partner Jak Severson said. “The cost to have 8,000 people do anything on TV? It wouldn’t be worth it.”

The driver for the Dutch airline’s promo is for viewers to help Mr. Safety (aka Cory Williams) pick a honeymoon destination. KLM gave him a trip to any of its destinations as a wedding gift but will upgrade it to business class if fans go to its Web site and choose one for him. Three days after it went live last month, the YouTube teaser had 150,000 views, and 10,000 people rushed to KLM’s site to help him plan his trip. In its first experiment in social media, KLM’s traffic has already jumped 19 percent.

The contest goes live Oct. 13, when Mr. Safety posts a follow-up video from his vacation spot. This clip directs fans to the KLM site to participate in the “Picture Me” promo, where they will have the tools to Photoshop their image—much like that popular Internet squirrel meme—into a travel poster featuring sights in Africa, Europe and other destinations and forward to friends and family. The top five vote getters win prizes; one will win two tickets anywhere KLM flies.

The promo targets young, savvy, international travelers who buy online to introduce them to KLM’s routes and its new sales channel, said Tjalling Smit, director of acquisitions for KLM. Smit expects consumers to share the news virally via the postcards with friends who have similar economic traits.

So far, he’s impressed. In one week, 14,000 people connected the site and 4,000 left their e-mail addresses, Smit said. “These customers chose to engage in a relationship with us and to be informed of our activities. There’s no contest yet,” he added.

Severson said the promo isn’t just about buying access to a YouTube star. “This is about building a system to get people to share info with everybody they know,” he said. Mr. Safety may film out of his lowly apartment, but he has more than 350,000 subscribers.

Erik Nielsen, evp, strategy at Trailer Park Studios, says this “Celebrity 2.0” phenom is a natural evolution. Harnessing the power of new media is still a mystery to companies, he said, so brands are leaving the marketing to the experts: Webcam-enabled civilians with a lot of free time and a little ingenuity.

“This is their medium, they embody it and they know how to use it,” said Nielsen, whose full-service agency and production house called on Web celebs in a viral Valentine’s Day promotion for client Netflix that moved the needle. “It’s the next generation of getting Paris Hilton to wear your brand [in hopes that she’ll be] photographed at a party in it for US Weekly. And from a ROI standpoint, there’s little out there that can deliver so much interest and involvement.”

Meanwhile, Madison Road created a Web celeb-centric program for client Sanyo in March. It was so successful, Sanyo came back for seconds in June. These types of deals, which cost very little and can have much measurable impact, have changed the entertainment marketing business, he says.

“You can watch the numbers change by the minute,” said Severson, who calls the concept engineered virality. “What other media exists that can do this? A [true] viral sensation is really hard to create, but if it’s properly engineered, it’s practically guaranteed.”

Read More at adweek.com

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TMG Originals’ creators drive awareness for Green Tree Inn’s new brand

Background:

GreenTree Inn, a budget business hotel brand, has launched a new brand “Vatica Hotel” in China – targeting a new demographic for their brand: young and hip travelers
The challenge for the brand is building awareness, when they have only a few physical locations currently open
How to get the word out creatively?!

Solution:

Five of our creators were engaged to make videos that entertain the target audience using the backdrop of the Vatica Hotels.
By using creators that are themselves part of the target audience, we were able to come up with topics that resonated with the audience, prompting organic sharing and conversation around the videos.

Results:

ORGANIC IMPRESSIONS DRIVE AWARENESS
Videos launched and promoted on video platforms generating over 4,000,000 views in the first week, exceeding client’s KPI by more than 10X

OUTSTANDING CLICK THROUGH RATES
A digital engagement—a pop-up annotation on one of the campaign videos inviting users to participate in a contest to win hotel vouchers—was also highly successful. The click-through rate (CTR) from the video was 8.85%. Compare this to an average video platform CTR of 0.2-0.3%.


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TMG Thailand

Background:

Green Tree, a budget business hotel brand, has launched a new brand “Vatica Hotel” in China – targeting a new demographic for their brand: young and hip travelers
The challenge for the brand is building awareness, when they have only a few physical locations currently open
How to get the word out creatively?!

Solution:

Five of our creators were engaged to make videos that entertain the target audience using the backdrop of the Vatica Hotels.
By using creators that are themselves part of the target audience, we were able to come up with topics that resonated with the audience, prompting organic sharing and conversation around the videos.

Results:

ORGANIC IMPRESSIONS DRIVE AWARENESS
Videos launched and promoted on video platforms generating over 4,000,000 views in the first week, exceeding client’s KPI by more than 10X

OUTSTANDING CLICK THROUGH RATES
A digital engagement—a pop-up annotation on one of the campaign videos inviting users to participate in a contest to win hotel vouchers—was also highly successful. The click-through rate (CTR) from the video was 8.85%. Compare this to an average video platform CTR of 0.2-0.3%.





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Thoughtful Thailand Launches Rocket Ship

After only three months since its inception, Thoughtful has become the leading multi-channel network in the Southeast Asian Kingdom.

It started with an idea. Gather together a few like-minded people from Thailand in their Los Angeles headquarters. They could be recent graduates, business people or merely on-line video enthusiasts. The main qualifications needed were passion and an understanding of the digital video environment in their country. Word spread. Soon the few became a sizeable group. They were studying the market, calling friends and relatives, undertaking detailed analytical studies. And calling the leading YouTube creators based in Thailand.

The result? A rocket-ship. Over 250 talented channels signed up to the Thoughtful Media network in Thailand, delivering over 45 million views per week to people all over the country of 65 million people.

Blast-off.
With things moving swiftly in Los Angeles, it became rapidly apparent that demand was

high in the market for a high quality multi-channel network, with operations based on the ground in order to provide a full-service operation not just for the talented creators, but to help marketers in the country harness their appeal.
Leading adman, Somyot Chairat, formerly head of McCann and Starcom in Thailand has been hired as managing director of the new operation. New offices have been located in the heart of the creative district of Bangkok. Staff have been hired both locally and transferred from ‘the few’ in Los Angeles.

From today, Thoughtful Thailand opens its office doors for the first time. Now with over 280 high quality channels delivering over a million hours of viewing (and half a million shares) every day, an average of 125,000 Thais will have watched a ‘Thoughtful’ video within the next hour. Making Thoughtful the market-leading MCN in this critical market, with over twice the channels of its nearest competitor.

As Thoughtful’s EVP for International Operations, Mark Ingrouille states: “Normally, I’d say it’s been a roller-coaster ride achieving this level of activity. But it hasn’t. It’s been a rocket-ship ride, so fast has been our development in the market. And it’s accelerating. Serious marketers are demanding ever more efficacy from their stretched budgets. With our endorsed and integrated products delivering at least ten times the value of standard advertising, our biggest problem is going to be keeping up with demand.”

The opening of the new Thailand office is the latest news in the expansionist programme for the US-based Thoughtful Media Group.
With successful operations already well-established in China, new market openings are planned in the near future, with operations already approaching lift-off in Vietnam, the Philippines, Singapore and Malaysia. With the UK and Australia not far behind.

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CHINA’S FIRST AND LARGEST MULITI-CHANNEL NETWORK (MCN) OF ONLINE ORIGINAL VIDEO CREATORS
Every minute, every day, China’s advertisers are paying to get their messages out to their target audiences who are watching user generated content. And our online video creators get a share.
TMG Originals, Thoughtful China’s MCN, is focused on making online video content more valuable for creators, marketers and viewers. We believe that every video on every player platform wants to find its perfect audience. And when it does, everybody wins.
In our first year of operation through November 2014 we have grown a handful of online video creators into a community of over 500 creators, with viewership exceeding 90 million views per month!


“WE BELIEVE THAT CHINA WILL HAVE THE MOST VIBRANT ONLINE VIDEO COMMUNITY IN THE WORLD”
WANT TO BE A PART OF IT?
Join us!

TMG Originals first recognized by advertising industry media in November, 2013 (Read More Here)

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An Xiaoqi for Kotex
CHALLENGE
Kimberly Clarke brand Kotex wanted to introduce a new product, an improved pad with technically advanced features to the China market. They wanted to do this digitally, through social media. The challenge they were faced with – most women in China didn’t want to talk about sanitary products on social media. Kotex had fans on their own Weibo, however the reach was limited.

SOLUTION
Work with an online video creator who already had a large following of young girls from around China (1st-3rd tier cities) – someone that the Kotex target audience looked up to as a big sister. Kimberly Clark engaged Thoughtful China to work with video creator and influencer An Xiaoqi who had her own show discussing issues of everyday life and situations with her audience “Wo Shi An Xiaoqi”.

RESULTS
In a collaboration launched over 8 weeks, together An Xiaoqi and Thoughtful produced a series of 5 videos which were supported by social media The first video set the scene using scenarios that would be very familiar to young women around that time of the month together with light-hearted humor. This very sharable video gave Xiaoqi a reason to continue talking with her audience of fans and their friends about other topics that surround girls and their periods. The engagement and conversation around a difficult topic was outstanding!

THE NUMBERS

  • 5 Videos – 1.2 million views
  • 60 Branded social media messages – 50,000 retweets and comments
  • Total Branded Impressions – 265 million
  • 13 minutes of original branded video content for Kotex

*This project was also managed by WPP’s MindShare.





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Huawei

Huawei
Case Study

Activating a youth campaign connecting Huawei with ideas that are Young, Fresh and Active, we used 15 creators from TMG Originals’ Brand Integration. In just 2 week from brief to launch, our video influencers created 15 videos and launched them. Successfully seeding this initiative for Huawei.

370,000+ views
30,000+ Re-Tweets & Comments

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Xiaoqi_flat

Kotex
Case Study

Kimberly Clarke brand Kotex wanted to introduce a new product, an improved pad with technically advanced features to the China market. They wanted to do this digitally, through social media. The challenge they were faced with – most women in China didn’t want to talk about sanitary products on social media. Kotex had fans on their own Weibo, however the reach was limited.
2 week from brief to launch
15 TMG Originals Creators

265 million impressions
1.2+ million views
50,000+ Re-Tweets & Comments

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greentree

GreenTree
Case Study

Green Tree, a budget business hotel brand, launched a new brand “Vatica Hotel” in China – targeting a new demographic for their brand: young and hip travelers and wanted to get the word out. Five of our creators were engaged to make videos that entertain the target audience using the backdrop of the Vatica Hotels.

By using creators that are themselves part of the target audience, we were able to come up with topics that resonated with the audience, prompting organic sharing and conversation around the videos.

4,000,000 views (first week)
8.85% CTR

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Air New Zealand Flies To #1 On YouTube With Thoughtful

AIR NEW ZEALAND’S “HOBBIT”-THEMED IN-FLIGHT SAFETY VIDEO TOPS YOUTUBE LIST WITH HELP FROM TMG CONTENT CREATORS

LOS ANGELES (November 24,2014) — Air New Zealand’s new in-flight safety video was the top-ranked branded video on YouTube during October 2014, thanks to marketing support from Thoughtful Media Group’s (TMG) creator base around the world.

Dubbed “The Most Epic Safety Video Ever Made,” the video was created with help from some of the team behind the “Hobbit” film trilogy and even includes a few appearances from cast members like Elijah Wood, Sylvester McCoy and Dean O’Gorman.

The actors all help explain airline safety in just about the most epic way possible—there’s an orc, a giant eagle, a wizard, elves, dwarves, a battle scene and an appearance by Peter Jackson, director of both “The Hobbit” and “Lord of the Rings” trilogies. Much of the video also unfolds over the Middle Earth locations seen in the films.

Air New Zealand tapped TMG’s Los Angeles office to promote the video through the use of nearly150 popular creators, who helped draw awareness amongst millions of YouTube fans across the US, Canada, Europe and Asia. The campaign was shared and showcased across the myriad of social platforms and fan bases in TMG’s extensive network of high-profile creators and social influencers, far surpassing Air New Zealand’s objectives.

“We knew the Air New Zealand video was a winner from the first press of the play button. Our challenge was to make sure the rest of the world had a chance to sample it and understand the brand and its objectives,” said TMG’s CEO Jak Severson.

The ten-day campaign quickly rose to trending topic status across YouTube and Facebook, driving, at points, hundreds of thousands of views per hour.

“Our creators pulled out all the stops to make sure that their millions of fans also saw the value, shared and socialized two unique brand assets together in a way that made people want to go further and associate Air New Zealand with such a popular entertainment influence as ‘The Hobbit’ and its relationship to New Zealand as Middle Earth. We are thrilled with the results,” Mr. Severson added.

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Xiaoqi_flat

高洁丝
案例分析

金佰利旗下品牌高洁丝期望通过数字化社交媒体,向中国市场引进全新产品——一款技术升级版的高级卫生棉。此次品牌所面临的挑战是中国女性不愿意在社交媒体上公开讨论女性卫生用品。虽然高洁丝在微博上已经拥有粉丝量,但普及度仍然有限。
从收到客户要求到活动开始仅用2周时间
15位全想全星原创视频作者参与活动

2.65亿 人次曝光度
120万 次播放量
50,000+ 条转发与评论

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Huawei

华为
案例分析

以“青春洋溢”作为华为品牌活动的主要理念,共有15位全想全星原创视频作者参与了此次品牌植入活动。从收到客户要求到活动开始,仅仅2周的时间内,视频达人们便创作、发行了15支视频。为华为吸引青年消费群打下了成功的基础。

370,000+ 次播放量
30,000+ 条转发与评论

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greentree

格林豪泰
案例分析

格林豪泰,作为一个经济型酒店品牌,在近期推出了其在中国地区的新品牌“青皮树酒店”——锁定于新的目标人群:年轻用户和背包客。全想全星的5位原创视频达人以“青皮树酒店”作为拍摄背景,制作了十分吸引目标人群的系列视频。

由于这些原创视频作者本身就属于目标群体,我们自然可以提出一些话题来引起他们的共鸣,进而展开有关该视频的分享和讨论。

4,000,000 次播放量(第一周)
8.85% 点击转化率

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安小琪和高洁丝
任务挑战
金佰利旗下品牌高洁丝期望通过数字化社交媒体,向中国市场引进全新产品——一款技术升级版的高级卫生棉。此次品牌所面临的挑战是中国女性不愿意在社交媒体上公开讨论女性卫生用品。虽然高洁丝在微博上已经拥有粉丝量,但品牌知晓度仍然有限。

解决方案
高洁丝选择与原创视频作者合作,而这位原创视频达人已经在中国各地(一线至三线城市)拥有一大批年轻女性粉丝,她们都尊她为大姐。作为全想中国早期具有影响力的视频作者–安小琪,金佰利邀请她在其《我是安小琪》节目中和粉丝一起讨论日常生活话题。

最终成果
在8周内,安小琪和全想中国一起在社交媒体平台推出了一系列共5个视频。
首个视频就轻松而幽默地营造出了女孩们熟悉的情境——“每个月的那几天”。该视频的成功分享,让小琪顺理成章地继续和她的粉丝们讨论更多和女性、生理期相关的话题。虽然任务艰难,但整个活动的参与度和互动量都达到了非常惊人的效果!

数据一览

  • 5个视频 – 120万观看人次
  • 60条社交媒体品牌信息 – 5万条转发和评论
  • 品牌曝光度—2.65亿人次
  • 13分钟高洁丝品牌原创视频

*此项目由WWP旗下的MINDSHARE共同管理





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全想全星原创视频作者为格林豪泰新品牌打响知名度

背景:

格林豪泰,作为一个经济型酒店品牌,在近期推出了其在中国地区的新品牌“青皮树酒店”—锁定在新的目标人群:年轻用户和背包客。
此次品牌的挑战在于:目前只有极少数已开业的青皮树酒店,在这种情况下,新品牌应该如何建立起知名度?

怎样以创意方式传播口碑?!

解决方案:

我们的5位原创视频作者以青皮树酒店作为背景,制作了令目标人群喜爱的系列视频。
由于这些原创视频作者本身就属于目标人群,我们就能够身临其境地提出一些话题,来与观众产生共鸣,进而展开相关视频的分享与讨论。

效果:

高曝光打响知名度
系列视频得以在各大平台(优酷,土豆,爱奇艺,搜狐视频,腾讯视频, 56,PPS等)进行推广,第一周就赢取了超过400万次的播放量,远超客户要求的KPI指标。

惊人的转化率
网络时代新兴互动模式——我们在这些活动视频中添加了一个视频跳转注释,可以在观看视频的同时点击赢取酒店优惠券的活动。与一般视频平台的0.2-0.3%点击转化率对比, 此次活动转化率高达8.85%。与此同时,该视频在全网收获近4000条互动评论。


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全想全星——中国领先MCN,专为原创视频作者量身打造!
每时每刻,中国的广告商都在投注资金,把他们的讯息传递给观看原创视频内容的目标受众。而我们的原创视频作者也会分到一杯羹。
作为全想中国的多频道网络,全想全星专注于让视频内容为创作者、品牌商和观众带来更大的价值。而我们相信,在播放平台上的每一个视频都希望找到它的专属观众!当其如愿之时,便能实现“共赢”!
从正式开始运作至2014年11月,全想全星社区已经拥有500多位原创视频作者,最新单月的视频播放量已经超过9000万次啦!


“我们坚信,中国将会拥有世界上最具活力的网络视频社区”
想要成为我们社区的一员吗?
快加入我们吧!

全想全星在2013年11月首次被广告行业的媒体认可
(更多信息)

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联合利华宣布Go Global计划结果

联合利华今天宣布了赢得Go Global计划的7家创新型互联网公司名单。这个项目包含了联合利华世界七大旗舰品牌, 旨在与具有全球性扩张雄心的创新型互联网公司合作。

此次获胜的互联网公司包括:Africori, NewAer, Songza, LifeSum和全想媒体集团。加上另两家获胜公司,将与联合利华旗下的CLEAR,Hellmann’s,Magnum,Pro.Activ/Flora, Surf, Vaseline And Unilever Project Sunlight品牌共同开展此次前所未有的数字营销活动。

联合利华将提供每家指定公司10万美金的支持,通过导师指导和一系列定制化数字营销服务,涉及内容、移动终端和互联设备。这些推广活动将覆盖超过190多个国家,贯穿非洲、亚洲、欧洲和北美洲的市场,以拓展联合利华在全球范围的影响力。

联合利华合作项目主任Olivier Garel提到: “我们对于联合利华Go Global计划所得到的反馈非常高兴。跨越6大洲46个国家中的数百家公司申请了此次计划。我们通过对这些优秀提案的细致审核,最终选择了最适合我们品牌的公司。”
新计划为技术公司与联合利华品牌合作提供了现金和指导,目标直指新市场开发。联合利华市场营销部高级副总裁Marc Mathieu补充道:“ 对于营销人员来讲,不断适应并领跑于当今世界是极其重要的。借助科技的力量,特别是移动技术,世界变化的步伐将越发迅猛。与手握未来的新兴公司携手合作,这将有助于我们开发新的技术与平台,从而使我们的品牌更加吸引全世界的目光
联合利华Go Global计划的目标是为了与中小型企业合作, 并促进其全球业务的发展。本次项目着眼于三大领域:内容、移动终端和互联设备。”内容”包含:能够协助品牌创新,组织和传播内容,从而告知并激励消费者的技术。”移动终端”包含: 为成熟市场所设计的高级移动方案,以及“在新兴市场中联结使用特定手机的千万用户”的创意性解决方案。第三个领域,即”互联设备”,旨在帮助人们跟踪和使用个人数据来提高生活品质。

阅读全文请至Unilever.com

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Dan

丹 特尔曼

执行合伙人, 首席财务官

Dan Thorman是全想传媒集团(TMG)的财务总监。 他专注于业务发展策略、企业架构和财务。Dan在管理公司业务和处理跨部门的法律事务方面有丰富经验。他尤其专注于网络和电视广告的解决方案以及公司早期 阶段的财务、运营、进展和技术项目的规范管理。近年来,他协助筹集了数百万美元的资金。Dan以执行合伙人的身份创办了TMG,借以利用全球变化下网络媒体和广告行业。

在TMG之前,Dan在MR Holdings担任执行合伙人。MR Holdings是一家坐落于洛杉矶专注于电视营销的品牌娱乐公司。自2003年成立以来,他成功地部署了超过2500万美元,从全球广告主巨头到电视媒体。Dan也在风险投资资金收敛的媒体公司INNX担任财务总监,这家公司提供电视新闻和互联网内容,并且把数百个有针对性的网络电子公司和广告商作为宣传对象,使其广告遍布北美。

在他服务于网络和电视广告解决方案之前,他是一家领先的、提供互动产品和数据集成解决方案的大型设计和工程企业的创始合伙人,这家公司(Ignition)的总部位于旧金山。Ignition的客户包括惠普,联合国和麦肯锡。在Ignition,Dan负责管理公司的运营、技术、财务和行政等方面。丹还管理着大型软件和技术开发项目,专为客户解决专业技术问题并提供规范的硬件系统。
Dan拥有乔治梅森大学的会计学士学位,并已通过注册会计师考试。

 

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Mark_Ingrouille

MARK INGROUILLE博士

执行副总裁
全球运营官

被Campaign杂志誉为“富有个性的行业人之一”的Inrouille博士引领过亚太地区主流广告公司,例如McCann 和 Publicis。来自英吉利海峡格恩西岛的他,生活与工作足迹遍布美国,德国,新加坡,泰国和中国香港。毕业于Exeter大学,之后获得MBA与社会学博士学位。

 

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jakseverson

杰克 史蒂文森

执行总裁

Jak 作为全想媒体集团的首席执行官,聚焦于战略性拓展、创造型发展以及面向核心广告主的销售。Jak是一个经验丰富且获奖颇丰的电视制作人,擅长制作关于社会现实、新闻以及为广告业巨头制作综合性广告片。在网络媒体和广告行业全球迅速变迁的大背景下,Jak与合作伙伴共同创立了全想媒体集团。

在创建全想媒体集团前,Jak是MR Holdings的执行合伙人。MR Holdings是一家位于洛杉矶专注于电视营销的品牌娱乐公司。自2003年建立以来,他向来自全球的广告主巨头成功卖出并执行了超过两千五百万美金的电视广告。Jak同时还是INNX的首席执行官,一家由风投支持的聚合型媒体公司,主营电视新闻、内容营销,目标客户群是覆盖美国及加拿大的数以百计的网络及电视广告主。在INNX,Jak负责企业远景、执行管理以及超过50人的三个本土办公室的管理。

在他的事业早年,Jak创建了Parador Television Productions,作为一家全球性的电视制作公司,它在将近十年的时间里服务了NBC, ABC, FOX, CNN, PBS, BBC 和Discovery 频道电视网等诸多电视机构。其客户群包括了The Today Show, Weekend Today, NBC Nightly News, Dateline NBC, Good Morning America, ABC World News Tonight, CNN Travel Guide, World News Report, America’s Most Wanted, Religion & Ethics NewsWeekly 和Headline News等一系列时下热门的电视节目。

1997 年,Jak在Parador担任一档有关英国本土的调查性节目“Earth Undercover”的执行制作人。“Earth Undercover”曾用了13集节目曝光了非法境外动物买卖。Parador的合作机构包括了The International Fund for Animal Welfare (IFAW), 三星公司,法国波利尼西亚政府新西兰政府,澳大利亚政府,并为库克群岛和斐济岛提供了广播资源,用以提高其本土收入和增进它们对于自身品牌文化、身份定位和危机意识的认识。

 

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Normandy

马诺文

Thoughtful Media Group亚太区内容发展高级副总裁

马诺文是研究市场营销者们在以中国为主等亚欧新兴市场所面临的挑战与机遇的专家。

除了为中国最大的市场营销机构和人员开发新的网络理念,她还担任着“Thoughtful中国”的执行制片人工作。“Thoughtful中国”是一档关于广告业界话题的周播网络节目。它邀请一众潮流人士和意见领袖一起讨论中国蓬勃的广告市场所面临的最新趋势和话题,同时引领观众关注本地区所发生的革新。

在她2011年2月加入Thoughtful Media Group之前,马诺文曾担任了十三年的《广告时代》杂志的亚洲编辑,为市场营销和媒体社区提供顶尖的新闻、理念和对话。她也曾在2005至2010年担任广告时代中国董事总经理和编辑。

马诺文对于亚洲消费者有着深刻的洞察。她曾采访过全球创意和媒体公司的高层管理人士,以及诸如宝洁公司、联合利华、通用汽车、肯德基、阿迪达斯、卡夫食品、诺基亚、麦当劳、惠普、大众汽车、苹果和耐克等跨国企业的首席营销官们。她也报道过很多向国际品牌地位进军的新兴中国公司,包括李宁、海尔、联想、安踏和中国移动等。

马诺文自1991年离开故乡美国后,于1992至1997年前苏联动荡时期在布拉格先后为《广告时代》、《好莱坞记者》和《国际媒体》等刊物进行欧洲中东部新闻报道。她还在《布拉格商业周刊》上拥有关于市场营销的专栏。

 

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scottpollack

庞国治

执行副总裁
中国区董事总经理

庞国治拥有在电信、技术和互联网领域近20年的丰富经验,包括企业,战略、业务发展、营销、产品及咨询,并成功的在美国和亚洲(包括中国大陆、香港、日本、韩国和新加坡)拓展业务。他从1999年起开始在亚洲开展业务,2005年后定居上海,并先后在多家上市公司、初创企业,以及全球顾问公司担任高级行政人员的角色。


庞国治于2013年10月加入全想中国,负责领导和拓展在华业务。在此之前,他是中国伟门的高级战略总监,负责B2B和B2C数字战略的创新和战略决策。 同时,他还领导了一个大客户团队,服务公司最大的全球客户。早些时候,他还担任盖洛普咨询公司上海办事处合伙人和麦肯锡解读中国服务系总监,依据特定市场和消费者研究,帮助财务500强客户制定重要战略决策。

庞国治持有加州大学伯克利分校获经济学学士学位,及加州大学洛杉矶分校的工商管理硕士和法学博士学位。此外,他可以娴熟地运用普通话进行交流。

 

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Timothy Kwok

郭子扬

执行副总裁 / 亚太总经理

郭子扬是有着海外经验的中国杰出的数字营销专业人士之一,曾就职于沙宾特咨询、通信中心集团(现在的狄杰斯中国)、柠檬亚洲,于2007年创立了诗普企业管理咨询公司。在加入全想中国之前,他就职于格利特,一个在斯德哥尔摩、巴塞罗那、纽约、东京和上海均设有办事处,屡获殊荣的提供全方位服务的数字营销代理 机构。郭子扬曾在不同的市场环境工作,如美国、印度和香港,但过去的八年里一直在上海,担任柠檬亚洲的运营总监。在他的带领下,仅仅18个月,企业就从04年的10人发展到了70人。与此同时,他还在北京和深圳设了办事处。

他曾为诸多广告主提供过数字营销服务,比如奥迪、中国农业银行、明基电通、中国东方航空、电子艺术、“福布斯”杂志、高盛、《金融时报》、《哈佛商业评论》、锦江国际酒店、肯德基、立邦漆、飞利浦照明、朗讯科技、TOTO、美世咨询公司、索尼电子、吉利贝利糖果公司和怡和迅达等。

他的项目组合小到数字营销活动,大到复杂的企业架构解决方案,如口碑营销、移动营销及客户关系管理、网站内容管理系统开发、大规模的数据迁移、系统集成项目、以及其他关键任务的应用程序开发。

他既是香港总商会和加拿大商会的活跃成员,同时也是互联网协会反垃圾邮件委员会中国(ASISC)的专员。他在加拿大皇后大学取得了经济学学士以及计算机与信息科学双学士学位。

 

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Thoughtful Tops 500 Creators in China.

Just a year ago, the company had a handful of online video content creators in its stable of up-and-coming stars, and the total number of creators in China wasn’t much bigger.

Today, the viewership of channels within TMG Originals, the first and largest community of online video creators in China, is also growing exponentially. In June, the group’s channels received over 10 million views and in November 2014, those channels are on track to deliver over 80 million views across partner-player platforms including Youku, Tudou, iQiyi, Sohu and Tencent Video.

Those creators are engaging large audiences of fans and followers across several categories including fashion & beauty, gaming & sports, music, comedy, lifestyle, and micro-films & web dramas. They also have unique access to and influence with the target audiences of our brand clients.

“This is a significant milestone for our China multi-channel network (MCN) of original video creators. As China’s top video platforms—our distribution partners—continue to make user-generated video content an increasingly important part of their business strategies, our creator community is growing quickly and thriving,” said Scott Pollack, TMG’s Executive VP & Managing Director, China in Shanghai.

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全想媒体集团打造中国最大视频原创者社区

由全想媒体集团(Thoughtful Media Group)一手打造的原创视频作者社区—-全想全星,在中国拥有超过五百名原创视频作者。

在2013年,中国地区原创视频内容作者的规模尚小,全想全星的摇篮里孕育着为数不多的原创视频作者。通过一年时间的努力,今天,全想全星已经成为中国最早且最大的原创视频作者社区,且社区内视频的总播放量呈现出指数级增长。2014年6月,我们的当月视频总播放量即突破1000万,并在短短5个月后,通过全想全星的成功运营推广,这些频道在中国主流视频平台如优酷、土豆、爱奇艺、搜狐以及腾讯上的单月总播放量已超8000万。

全想全星的原创视频作者凭借他们丰富多彩的视频内容持续吸引新的粉丝,并与粉丝们进行积极互动。他们的视频涵盖了风尚、游戏&体育、音乐、教育、搞笑、生活以及网剧微电影等类别。

我们的专业管理与全方位支持不断吸引着原创视频作者踊跃加入全想全星。我们的“视频经纪人”为原创视频作者量身定制1对1培养计划,帮助他们从各个方面——包括视频的制作、剪辑、推广以及与观众互动等方面进行改善提升。

“对于我们在中国的多频道网络(MCN)全想全星来说,这是一个重要的里程碑”, 全想媒体集团全球副总裁,中国区董事总经理庞国治(Scott Pollack)总结道,“随着我们的渠道合作伙伴中国主流视频平台在未来规划中愈加以发展原创视频内容为重头,我们的原创视频作者社区也会更快速繁荣起来。”

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