Hulu Marketing Chief on Key Art Awards' New Trophy, Favorite Campaign
New CLIO judge Jenny Wall describes the streaming universe as "a marketer's dream" as she prepares to help hand out awards to entertainment's top advertisers.
This story first appeared in the Oct. 30 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.
This year, for the first time, the honorees at the CLIO Key Art Awards — which recognize accomplishments in entertainment advertising and communications (like movie posters) — will receive an actual CLIO trophy, one of the ad world's most coveted prizes, previously given only to print, radio and TV admen (Don Draper had one!). "It holds so much prestige in the advertising world," says veteran marketer Jenny Wall, who is serving as one of eight jury chairs for the awards. Wall, who heads marketing at Hulu (and who used to work at Netflix), spoke to THR about the event, which Black-ish star Anthony Anderson will host Oct. 22 at the Dolby Theatre in Hollywood.
Thanks to the merger of CLIO and the Key Art Awards, winners this year are getting an actual Clio. What will that mean to the recipients?
To be able to say you won a CLIO is incredible, and now to have that very recognizable award, it means so much more. This award has so much history behind it. It's beautiful.
How has the advent of streaming services such as Hulu and Netflix impacted the entertainment advertising industry?
There's so much to choose from, and the bar has risen so high. It's a marketer's dream in the sense that you've got to break through the clutter, you've got to differentiate yourself, you've got to be provocative in the way that you get people to think. Your brand is so important. It's not a lean-back, channel-surfing experience anymore. You have to know how to get the right TV to the right people and hopefully help them discover content. You have to make it easy for them.
Was there a marketing campaign from the fall TV season that you weren't involved with that caught your eye?
It's got to be American Horror Story: Hotel. I think that's an incredible piece of creative, and every year FX just knocks it out of the park — it's creative and aesthetic and provocative and makes me want to watch.