Live Event

Future-Proofing Creativity: How to Build Flexible, Adaptive Marketing Campaigns

Dec 10, 2024
Feb 27, 2025
 • 
 min read

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!

See Suzy in Action
Book a Demo today
See Suzy in action. Learn how Suzy can boost your business.

Receive the most up-to-date resources and strategies

Thank you for subscribing!
Oops! Something went wrong while submitting the form.

Related resources

Blogs
From awareness to action: How platform trust accelerates the buyer journey

Discover how trusted platforms impact ad success and learn why the context of your message matters more than ever in driving consumer action.

Market Research
Consumer Insights
Media & Entertainment
Apr 23, 2025
Apr 23, 2025
 • 
 min read
Blogs
Streaming into the future: How Gen-Z and Gen-Alpha are reshaping brand engagement

Gen Z & Alpha are reshaping brand engagement through streaming. To win them over, brands must embed in creator culture and lead with authenticity.

Market Research
Consumer Insights
Media & Entertainment
Apr 16, 2025
Apr 16, 2025
 • 
 min read
Podcasts
Pay to play: Christina Wootton on why brands shell out big bucks to reach Roblox’s 85M daily users

In this episode of The Speed of Culture, Matt Britton speaks with Christina Wootton, Chief Partnerships Officer at Roblox, about the evolution of virtual communities, the future of digital branding, and how Roblox is helping brands unlock new revenue streams through immersive experiences.

Technology
Media & Entertainment
Apr 15, 2025
Apr 15, 2025
 • 
 min read
View all