March trend report outlines rising movement and its relevance for brands
NEW YORK, March 7, 2011 — Transmedia has been a buzz word for a while, but today it’s rapidly rising up the radar, with content creators increasingly interested in finding innovative ways to create stories that arc over various platforms, providing consumers with multiple entry points. A new trend report from JWT, the world’s best-known marketing communications brand, explores why this trend is bubbling up right now, how it’s significant for marketers and where it’s going.
Understanding what transmedia means and how to develop relevant experiences that give audiences multiple entry points will be increasingly important for marketers as transmedia transitions into the status quo. The report, “Transmedia Rising,” provides an introduction to transmedia fundamentals: It includes a half-dozen case studies, insights from transmedia experts, a guide to finding more information (from events to podcasts to books and video clips) and a timeline charting some of transmedia’s milestones, from Disney to The Matrix and beyond.
“This is an era characterized by social media, multiple screens and empowered consumers, and transmedia leverages all of that while using age-old storytelling and marketing techniques,” says Ann Mack, director of trendspotting at JWT. “For marketers, transmedia presents new opportunities for capturing consumers’ time and attention—with the potential to enhance brand mythology and create more brand evangelists.”
In coming weeks, JWTintelligence.com will feature two related Q&As: with the commercial and music video director Mathew Cullen, a co-founder of the new transmedia studio Mirada (spearheaded by director Guillermo del Toro), and with Wired contributing editor Frank Rose, author of the new book The Art of Immersion.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Freixenet, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Microsoft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
Gemma Pollard, Global Communications Manager, JWT +1 (212)-210-8516 Gemma.firstname.lastname@example.org