Future-Proofing Creativity: How to Build Flexible, Adaptive Marketing Campaigns
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How does Lionsgate stay ahead in a fragmented media landscape? Discover how they use adaptive marketing, cultural moments, and audience-first strategies to build lasting connections.
The Brand Innovators Future of Creative Marketing & Media Summit, hosted by Sony Audio, brought together industry leaders to explore the evolving landscape of marketing and media. The event aimed to empower marketing professionals with cutting-edge insights and networking opportunities.
Amelia Rogers, SVP of Global Marketing & Content Strategy at Lionsgate’s Motion Picture Group, participated in an engaging fireside chat moderated by Max Scatarzi, Director of Partnerships at Suzy. Their discussion explored the strategies and insights driving innovation in today’s ever-changing media environment. Read on for key takeaways from their chat.
Adapting to a Dynamic Marketplace
As the marketing lead for Lionsgate's specialty film releases, Amelia shared her expertise on staying agile in an industry where audience behavior, cultural trends, and distribution models shift rapidly.
“Our campaigns are built with flexibility at their core,” Amelia emphasized. “We tailor each strategy based on audience consumption and current market dynamics, which allows us to pivot quickly when needed.”
This adaptive approach enables Lionsgate to succeed across a broad spectrum of releases—from niche films to blockbuster franchises like John Wick and The Hunger Games.
Reaching Fragmented Audiences
With audience attention spread across countless platforms, Amelia highlighted the importance of precision in campaign planning:
Faith-Based Films: Lionsgate’s grassroots strategies for faith-driven audiences leverage community networks like churches to create authentic connections.
Youth-Focused Content: Campaigns aimed at younger demographics dominate platforms like YouTube and TikTok, where engagement thrives on creativity and relatability.
“Meeting audiences where they are ensures we maximize the impact of every dollar spent,” Amelia explained.
Balancing Short-Term Impact and Long-Term Growth
One of the key challenges discussed was balancing immediate marketing objectives with sustaining long-term brand value.
For franchises like Saw and The Hunger Games, Amelia’s team keeps fan engagement alive through initiatives like anniversary re-releases and year-round digital content. Meanwhile, campaigns for emerging IPs focus on attracting new audiences while respecting the expectations of legacy fans.
Leveraging Cultural Moments
The ability to align campaigns with cultural moments is a defining strength of Lionsgate’s marketing strategy. Amelia underscored the importance of authenticity when tapping into trends:
“If you can make your audience feel like part of something bigger, the campaign resonates much more deeply,” she shared.
Insights-Driven Decision Making
Behind every successful campaign is a team of experts with a pulse on the latest trends. Amelia highlighted the importance of trusting her team’s instincts, especially in digital and social media spaces.
“My team’s expertise and insights are invaluable in helping us stay ahead of trends and connect with our audiences in impactful ways,” Amelia said.
Key Takeaways for Marketers
Amelia and Max left the audience with actionable advice for navigating the complexities of today’s marketing environment:
Stay Agile: Build campaigns that can pivot in response to shifting market conditions and consumer behaviors.
Audience-First Thinking: Understand your target demographic deeply and engage them on the platforms they frequent.
Ensure Authenticity: Align campaigns with cultural moments in a genuine and meaningful manner.
Invest in Insights: Leverage your team’s expertise and the latest data to stay ahead of industry trends and consumer preferences.
The session was a powerful reminder that success in marketing requires a blend of creativity, adaptability, and audience-centric strategies. Amelia's insights exemplify the art and science of crafting campaigns that resonate in a fast-changing media landscape.
For more takeaways and industry insights, be sure to watch the full session today!
