In the wake of Barbie, new opportunities have emerged for brands to co-create — and consequently, own — the entertainment they have historically interrupted. Rising up to meet the demand are a roster of Hollywood producers who understand that the future of marketing lies in harnessing the power of premium storytelling to connect with consumers on a deeper and more authentic level. Two key architects of this new paradigm of fluidity between talent, brands, and entertainment are Michael Sugar (Spotlight, The Knick) and Daniel Rosenberg (Inside Man, Odd Mom Out). Sugar is the CEO and Founder of Sugar23, a management, production company which is deeply invested in the convergence of brands and Hollywood. Sugar has been awarded the Oscar® for Best Picture for “Spotlight,” and has been nominated for multiple Emmys and Golden Globes, and has received two Television Academy Honors, two AFI awards, and two Peabody Awards. Rosenberg is a writer, award-winning producer and co-founder of Piro, a creative shop and production company specializing in premium branded and mainstream entertainment.Alongside AdWeek’s Olivia Morley, Sugar and Rosenberg will illuminate why the marketing industry is going all-in on Hollywood and why brands should seize the opportunity to make original, mainstream entertainment—not advertisements—to drive culture resonance, long-term brand awareness and ultimately, profit.

SPEAKERS: Michael Sugar, CEO and Founder, Sugar23; Daniel Rosenberg, CEO and Co-Founder, Piro

MODERATOR: Olivia Morley, Senior Agencies Reporter, AdWeek