Inside Jeffrey Katzenberg’s Plan to Revolutionize Entertainment on Mobile Screens

In a world where Madison Avenue is rapidly losing faith in the 30-second spot, marketers are also looking for alternative solutions, according to MediaLink CEO Michael Kassan, who Katzenberg tapped as a consultant for New TV. In June, Kassan set up meetings at Cannes Lions for Katzenberg with many top marketers and agencies who he believes won’t look to digital-native influencers as their only short-form content play. “Marketers are nervous about approaching the entertainment business,” Kassan says. “They want to deal with people who are not out to make a quick buck and just be work for hire.”

 

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