The mindset at several media agencies has begun to shift to content marketing first, with media following from that, says Dario Spina, EVP Integrated Marketing Viacom Networks, during an interview with Beet.TV. “We used to have a media conversation first and then they would ask ‘what else could we do to sweeten that with an integrated campaign,'” he explains. “Now we usually have the creative conversation first and then we come back with integrated recommendations and the media stems from that.”
Spina’s work spans the music and entertainment divisions of Viacom, including both linear, digital and mobile media to create custom content for agencies and clients across screens. Earlier this year, Viacom launched Viacom Velocity, a division devoted to custom branded content. Spina heads the integrated marketing department at Viacom Velocity and is tasked with working on content that connects to existing shows on networks including Comedy Central, MTV, VH1, Spike, TV Land and BET.
Viacom has teamed with marketers such as Unilever and Universal Pictures on several integrated marketing efforts. As an example, Viacom worked with Unilever to integrate its Klondike bar into the Comedy Central show “Workaholics” including in web episodes tied to the show. Viacom also partnered with Universal Pictures on integrated marketing for its film Non-Stop.
Spina was a speaker at the Beet.TV Content Marketing summit hosted by Mindshare and presented by Taboola. You can find more videos from that event here.