Variety and Canva have teamed up to host the Executive Interview Studio in Cannes, with discussions scheduled from June 18 to June 20 at the Canva Villa. The event has brought together some of the most influential figures in streaming, podcasting, and content creation to discuss the intricacies of global branding.
On Tuesday, the studio featured a conversation with John Allen, the creator of the “MrBallen Podcast: Strange, Dark & Mysterious Stories,” Oren Rosenbaum, partner and co-head of UTA creators, Nick Witters, CEO of Ballen Studios, and Blad Norman, head of global marketing at Wondery. The group delved into the burgeoning world of podcasting and the strategies behind building a global brand.
John Allen, better known as MrBallen, is a former U.S. Navy SEAL who has transitioned into a successful content creator. He shares true crime stories and mysteries on his podcast twice a week. Allen recounted his accidental entry into content creation, noting that his initial viral post was a surprise. His manager, Nick Witters, emphasized that their focus was on building a brand around Allen’s storytelling rather than just Allen himself.
Allen’s journey began when his first story video went viral on TikTok. At the time, he was struggling financially with his wife and three children. Today, he considers it a dream come true to be able to tell stories and create content.
Patrizio Spagnoletto, the global chief marketing officer for direct-to-consumer at Warner Bros. Discovery, also shared insights at the studio. He discussed the relaunch of HBO Max as Max, which has expanded to Latin America, Europe, the Middle East, and Africa. Spagnoletto highlighted the importance of giving new brands meaning and focus, especially when launching internationally. He likened a brand to a person, noting that while core attributes remain the same, cultural nuances must be respected in different markets.
Spagnoletto also pointed out that product offerings vary by region. For instance, Max focuses on kids’ programs in Latin America and sports in Europe. He stressed that while data is crucial, it should inform but not dictate marketing decisions. “Data is ingredients, marketers are the chefs,” he said, emphasizing the need for marketers to use data creatively.
Jen Sargent, CEO of Wondery, and Cameron Adams, co-founder and chief product officer of Canva, also participated in the discussions. Sargent spoke about the importance of having an inspiring vision and mission for Wondery. She described the transition from a startup to being acquired by Amazon as challenging but manageable through transparency and communication. Sargent emphasized the need to maintain the startup spirit of moving fast, taking risks, and thinking big.
Adams, who founded Canva 12 years ago, initially focused on the product but later realized the importance of building a great team. He highlighted the significance of culture in a growing company, noting that attracting top talent is largely about the culture and team dynamics.
Shannon Willett, chief marketing officer at Peacock, discussed the challenges of marketing a streaming service. She explained that while the streaming industry is well-understood, Peacock aims to differentiate itself by focusing on its unique offerings. Willett’s team ties different pieces of content to the broader portfolio, encouraging users to explore multiple titles on the platform. She emphasized the importance of participating in and creating cultural conversations, maintaining a two-way dialogue with fans.
The Executive Interview Studio will continue to host a series of conversations with top CMOs and senior marketing executives. The event aims to bring together creative leaders and industry pioneers to share their experiences and insights. Kristine Segrist, global head of consumer marketing at Canva, expressed excitement about the event, noting that it comes at a crucial time as the marketing world evolves with new technologies and global brands leading innovative campaigns.
Variety’s chief operating and marketing officer, Dea Lawrence, echoed this sentiment, highlighting the importance of these critical conversations in the industry. The discussions from the studio will be available on Variety’s platforms, offering valuable insights into the future of global branding in streaming, podcasting, and content creation.
