Mark Ingrouille24 Hours With… spotlights the working day of some of the most interesting people in Mumbrella Asia’s world. Today, we hear about a day in the life of Mark Ingrouille, the EVP for international operations for Thoughtful Media.
5:00am. My alarm clock is hitting my nose. My alarm clock is a black cat, whose wisdom surpasses all human understanding. He knows that today is one of the twice-weekly days when I have a global management conference call. That’s held at 6:00am London (my) time. I could complain, but it’s just as bad for my colleagues at our Los Angeles headquarters who have to call at 11:00pm their time.
It’s our Asian colleagues who get off lightly. For the guys in China and Southeast Asia the twice weekly calls are at 2:00pm or 3:00pm. We plan the call times around our Asian colleagues because they are so important. Cosseted. Precious, even.
I work with a global multi-channel network. A new type of business that has exploded over the last couple of years. For an old(er) adman, such as myself the pace is both exhilarating and exhausting. The first thing to do before I get on the early morning call is to check how our networks have fared.
About 40 channels have signed up to one or other of our networks overnight, joining the thousands of creators and wannabe superstars making waves in the digital video world. Am intrigued to see that a guitar-playing guy from Chile has applied to join the Vietnam network. No problem there, just hope he’s checked out the Dong to Peso exchange rate.
9am. My plan was to go back to bed for a couple of hours after global con-call is finished. But there are too many follow-up discussions to be had with individual markets. Damn. That means that I’m still at my home office, still in my pyjamas and still on the Skype video by late morning, finishing off a call to our Man in Havana, Tony. I’m looking at my pyjama top in the small video window and am impressed by how much it looks like a Hawaiian shirt. Tony is having problems with the country’s president’s son, who is annoyed with us as he has only garnered 378 additional views on his videos since joining our network. Well one problem with the internet is the democratisation of talent.
1pm. It’s afternoon and the real work begins. I get into the office after a short drive. Receptionist Tracy gives me a dirty look. Maybe she doesn’t like my Hawaiian shirt.
This is the part of the day that is not so different from the advertising agency life I thought I’d left behind [Ingrouille has worked for Ogilvy, DDB, McCann and Publicis, and started his own agency, Fuel Communications]. Client meetings. Two of them planned for this afternoon, both multinational FMCG companies.
I tell a lie. These meetings are not really like the old advertising agency meetings of old. They’re far more joyous. There is much more nervous excitement from the clients, who want to see how their video campaigns are doing. Thanks to some brilliant tech capability embedded into my presentation deck, they will be able to watch the videos our creators are putting out and see the numbers climb in real-time. The great thing about this is that the numbers can only go up. So the only criterion for judgement is how fast they climb.
2:30pm. We’re at the office of a global consumer goods company. There are four screens on the go, three of them showing videos from different countries, all showing the same product. A dandruff shampoo. On the fourth screen is a view-counter ticking up nicely. Their CMO had put her head around the door at the beginning of the meeting and by the time she had re-joined us for tea and biscuits an hour later, 67,000 more people had seen her campaign.
4:00pm. The story is repeated at the second client meeting. Except this time we begin with tea and biscuits. There is only one large screen and projector at this client’s office, which means we have to review everything in a more traditional linear format. It works, but it’s not quite so buzzy. It’s also a little trickier because whilst the product is the same for all markets, a condom, the differing laws and cultures of each market make a big impact on what the video bloggers can actually say. Or show.
6.00pm. It’s been a long but typical day. Time to get home in the rush hour. So the pub may be a better option. But as Los Angeles is just starting its day, it’s a good opportunity to give them a quick call and tell them that all is well in Bangkok, Jakarta, Manila and Shanghai and that I’m am signing off for the day.
My only hope is that my cat realises that tomorrow is not an ‘early con-call’ day and doesn’t start hitting my nose until after 8:00am.
Washington, DC – Democratic candidates can expect to get a boost in the upcoming election, thanks to a demographic that’s increasingly difficult to reach with traditional advertising methods: young people. Fueled by a wave of social influence across platforms like YouTube, nearly 700,000 reach virtually every one of America’s so-called coveted “millennials”, ages 18-35.
USfluence, a politically focused YouTube network operated by Thoughtful Media Group, recently launched efforts to channel the energy behind YouTube’s more influential talent, many of which have monthly viewership in the millions. To help connect these influencers with democratic House, Senate and Presidential candidates, the company recently hired political activist and veteran filmmaker, Nicole Boxer, who is introducing these young talent to the ways of Washington.
“Today’s millennial generation not only identifies strongly with democratic values, candidates, campaigns and causes, but they are proving to be more engaged this political cycle.” said Boxer. “Talented YouTube creators have the potential to move voters from their laptops and cellphones to the polls. This is not only exciting, but it could translate into meaningful gains for Democrats in the 2016 race.”
Boxer, who joined the USfluence team as a senior producer early during this political season will be working closely with Democratic Senate candidates, bringing their campaign messages to millennial audiences in their states, while the company’s House efforts begin ramping up this week.
“There’s no question as to the impact of YouTube to drive awareness for today’s political candidates” said Doss Struse, former US President of polling organization YouGov and an advisor to Thoughtful Media Group. “What’s changing this year is in its ability to drive people to rallies and ultimately to the ballot box. Some of these YouTube stars have much greater influence than even mainstream celebrities.”
Participating influencers range from 5,000 subscribers to several million. Popular fitness YouTube star Gia Fey’s channel “BodybyGia” boasts more than 300,000 fans who turn to her for fitness advice and instruction. She believes that her influence has legs to carry candidates and causes she likes all over the country as well. “People may watch my channel because I help them look and feel better. But they also listen when I share my personal stories, my views and my values.” said Fey.
About USfluence: USfluence is a leading digital media company, owned by Thoughtful Media Group in California. We connect YouTube influencers with highly relevant causes, campaigns and candidates. YouTube is the perfect place to reach millennials who prefer watching their favorite YouTube influencers over traditional media outlets. These influencers are sincere and credible and their opinion matters to a wide, yet targeted audience. We partner with these influencers in a way that provides pinpoint accuracy of reach, while delivering impact often superior than all other forms of media. We do so by leveraging the loyal following of our influencers, who drive unparalleled reach and effectiveness of speaking to their audiences in your words, with their voice.
Thoughtful Media Group’s (TMG) catalog in the U.S. has surpassed 3.4 Billion monthly views.
TMG, an LA-based entertainment company operating in the U.S. and Asia, has a large global network of contracted Creators producing regular online video content.
Alongside those, Thoughtful has direct access to other top-tier channels that are available for integrated advertising campaigns. This catalog of channels, which now have over 3.4 Billion combined views, includes verticals such as entertainment, auto, cooking, beauty/fashion, reviews, crafting, family, fitness, gaming, lifestyle, how-to, men’s style, music, outdoors, pop culture, news, tech, toys, travel and personal vlogging. As of mid-April, that catalog of channels reached two billion monthly views.
These diverse channels work with TMG on an ad-hoc basis, allowing the company to offer even greater options to advertisers for maximum campaign suitability. Greater exposure through the Thoughtful network also gives these Creators greater visibility to grow their audience size and viewership figures.
“Thoughtful has proven to be an incredibly effective network when it comes to bringing premium brand dollars to creators” said Ryan Yudell, SVP and Managing Director at Thoughtful Media Group in Los Angeles. “Unlike many networks, we believe that all YouTubers, regardless of size, station or even their existing MCN deals, has audience and media that’s more valuable to marketers than they’re earning. Our objective is to drive bigger payouts for all manner of creators while driving unparalleled influence for our clients.”
Examples of Creators in this catalog are extreme sports adventurer Jon Watson (youtube.com/user/JWatson2239), with 293,000 subscribers and 2.28 million monthly views; family vlogger Clint Comer of ClintusTV (youtube.com/user/Clintus) with 293,900 subscribers and 8.58 million monthly views; and lifestyle vlogger sisters Monica Church (youtube.com/user/hairodynamic), with 846,900 subscribers and 1.59 million monthly views and Shelby Church (youtube.com/user/teenmakeuptips), with 876,000 subscribers and 1.15 million monthly views.
(Original article revised on February 19, 2016 )
Thoughtful Media Group (TMG), an LA-based entertainment company operating in the U.S. and Asia, topped 750 million views in January 2016.
This growth was powered by increased views in new markets such as Vietnam and Thailand.
In China, meanwhile, TMG broke the 300 million views milestone in January 2016, representing significant growth from average monthly views of 10 million in June 2014. TMG Originals, the company’s multichannel network in China (www.TMGoriginals.com) now has over 1000 creators in China in its stable of up-and-coming stars.
Globally, TMG’s multichannel network is the exclusive partner of over 2,300 online video content creators, up from about 2,000 six months ago. TMG’s creators engage large audiences of fans and followers across several categories including fashion & beauty, gaming & sports, music, comedy, lifestyle, and micro-films & web dramas.
“Major advertisers are fueling a trend in emerging markets that’s already proven itself to be valuable, viable and scalable,” said Jak Severson, TMG’s CEO. “As ad budgets shift to digital video, waves of talented entertainers are rising to participate in a process that’s already made a lot of seemingly ordinary kids with cameras extraordinarily wealthy and famous.”
(Original article revised on February 19, 2016)
Beats Electronics, the leading audio brand owned by Apple Inc., launched the #SoloSelfie campaign to promote its Solo2 headphones. The global viral video campaign presents celebrities such as Norman Reedus, Serena Williams and Nigel Sylvester in video selfie clips while wearing Solo2 headphones. The campaign encourages viewers to imitate the celebrities and share their own “Solo Selfie” videos on social networks.
Beats wanted to extend the #SoloSelfie campaign into China and engaged Thoughtful in this capacity.
Thoughtful worked with Beats to select six creators from its China MCN to produce brand integrated videos for the #SoloSelfie campaign. These creators, all with large fan bases and monthly viewership numbers, came from a variety of categories including comedy, sports, fashion & beauty, and music. The videos were uploaded on multiple platforms such as iQiyi, Youku, Tudou, Sohu and Tencent.
Videos produced by the six creators generated over 4M views during the one-month campaign, exceeding the client’s KPI by more than 3x. Those videos also received over 30K re-tweets/comments/likes across social networking sites such as Weibo and Meipai. Many viewers also created their own SoloSelfie videos. As a result, Meipai has seen an increase in SoloSelfie videos uploaded after our campaign.
Thoughtful Media Group (TMG) officially launched its Thailand operation in late February 2015, the company’s third major market to date after the U.S. and China, and monthly views for the Thoughtful network in Thailand passed 200 million views per month by the end of 2015.
Thoughtful Media (www.thoughtfulmedia.com) is a global multi-channel network (MCN) operating across YouTube. The LA-based entertainment company creates, maintains and aggregates online video channels that have unique, highly engaged and engageable audiences, helping the world’s leading brands effectively reach these audiences.
Globally, TMG’s multichannel network delivers nearly 400 million views across Asia through its creators’ legions of fans and followers across several categories including fashion & beauty, gaming & sports, music, comedy, lifestyle, and micro-films & web dramas.
In Thailand, TMG already has signed more than 430 channels, delivering nearly 200 million views per month on YouTube. The company’s office in Bangkok’s Thonglor creative district, is Thoughtful’s first in Southeast Asia and is led by Managing Director Somyot Chairat, formerly head of McCann, Publicis and Starcom in Thailand, a key growth market for TMG.
TMG is the largest MCN in Thailand, with its team in Bangkok focused on recruiting new channels into the network, delivering branded content solutions for advertisers and leading expansion into other markets in the region such as Vietnam, the Philippines, Indonesia, Malaysia and Singapore yet this year.
Thoughtful’s EVP, International Operations Mark Ingrouille, also plays a key role in the company’s Southeast Asian expansion plans. Previously, he led McCann Worldgroup and Publicis in Southeast Asia and has significant experience in Thailand, Singapore and other markets.
TMG officially unveiled its new office with a press conference on February 26, 2015, followed by a star-studded party attended by leading marketers and ad agency executives as well as the kingdom’s leading online video content creators.
Thoughtful’s approach is different from other MCN’s, which tend to operate on a centralized structure, Mr. Ingrouille said. “With things moving swiftly in our Los Angeles headquarters, it became rapidly apparent that demand was high in the market for a high-quality multichannel network, with operations based on the ground in order to provide a full-service operation not just for the talented creators, but to help marketers in the country harness their appeal.”
Marketers including such as Vitamilk and Air New Zealand have already worked with TMG’s Thai channels and Lionsgate used Thoughtful to promote its recent movie “Mortdecai” starring Johnny Depp and Gwyneth Paltrow within its Thai, Vietnam and Philippines audience network.
“Normally, I’d say it’s been a roller-coaster ride achieving this level of activity, but it hasn’t. It’s been a rocket-ship ride, so fast has been our development in the market and it’s accelerating. Serious marketers are demanding ever more efficacy from their stretched budgets. With our endorsed and integrated products delivering at least ten times the value of standard advertising, our biggest problem is going to be keeping up with demand,” Mr. Ingrouille added.
“The launch of Thoughtful Thailand will be a new dimension for Thailand’s digital advertising industry,” said Sama Supapand, managing director of the Bangkok ad agency Digitive.
Major advertisers are fueling a trend in emerging markets that’s already proven itself to be valuable, viable and scalable, said Jak Severson, TMG’s CEO. “As ad budgets shift to digital video, waves of talented entertainers are rising to participate in a process that’s already made a lot of seemingly ordinary kids with cameras extraordinarily wealthy and famous.”
Beyond Southeast Asia, Thoughtful Media Group has plans to expand into the U.K. and Australia. The company was established by veterans of the entertainment and media industries who pioneered the term “branded entertainment” in 2003, with the first of tens of millions of advertisers to be directed at in-program scripted and unscripted television branding. Learn more about TMG at www.thoughtfulmedia.com.
(Original article revised on February 18, 2016)
AIR NEW ZEALAND’S “HOBBIT”-THEMED IN-FLIGHT SAFETY VIDEO TOPS YOUTUBE LIST WITH HELP FROM TMG CONTENT CREATORS
(November 24,2014) — Air New Zealand’s new in-flight safety video was the top-ranked branded video on YouTube during October 2014, thanks to marketing support from Thoughtful Media Group’s (TMG) creator base around the world.
Dubbed “The Most Epic Safety Video Ever Made,” the video was created with help from some of the team behind the “Hobbit” film trilogy and even includes a few appearances from cast members like Elijah Wood, Sylvester McCoy and Dean O’Gorman. The actors all help explain airline safety in just about the most epic way possible—there’s an orc, a giant eagle, a wizard, elves, dwarves, a battle scene and an appearance by Peter Jackson, director of both “The Hobbit” and “Lord of the Rings” trilogies. Much of the video also unfolds over the Middle Earth locations seen in the films.
Air New Zealand tapped TMG’s Los Angeles office to promote the video through the use of nearly 150 popular creators, who helped draw awareness amongst millions of YouTube fans across the US, Canada, Europe and Asia. The campaign was shared and showcased across the myriad of social platforms and fan bases in TMG’s extensive network of high-profile creators and social influencers, far surpassing Air New Zealand’s objectives.
“We knew the Air New Zealand video was a winner from the first press of the play button. Our challenge was to make sure the rest of the world had a chance to sample it and understand the brand and its objectives,” said TMG’s CEO Jak Severson. The ten-day campaign quickly rose to trending topic status across YouTube and Facebook, driving, at points, hundreds of thousands of views per hour.
“Our creators pulled out all the stops to make sure that their millions of fans also saw the value, shared and socialized two unique brand assets together in a way that made people want to go further and associate Air New Zealand with such a popular entertainment influence as ‘The Hobbit’ and its relationship to New Zealand as Middle Earth. We are thrilled with the results,” Mr. Severson added.
London/Rotterdam/San Francisco – Unilever announced today that it has selected the seven winning companies that will take part in Go Global, a program that aims to partner innovative digital companies which are ready for international expansion, with seven of Unilever’s global flagship brands.
Some of the winning compnies include: Africori, NewAer, Songza, LifeSum, and Thoughtful Media Group. These companies and two others will partner with CLEAR, Hellmann’s, Magnum, Pro.Activ/Flora, Surf, Vaseline and Unilever Project Sunlight to develop groundbreaking digital marketing campaigns.
Unilever will give each of the companies selected US$100,000 in cash, mentorship, and a range of services in exchange for a customised digital marketing pilot in the area of content, mobile, or connected devices. These campaigns will take place in markets across Africa, Asia, Europe and North America by leveraging Unilever’s global reach in more than 190 countries.
“We are delighted by the response received to the launch of Go Global with Unilever. Several hundred companies applied to the program from 46 countries across six continents. After a very careful process of assessing a high calibre of proposals, we have chosen the companies that we feel are the best fit for our brands,” says Olivier Garel, Head of Unilever Ventures.
New initiative offers tech companies cash & mentorship to work with Unilever brands & expand to new markets
Marc Mathieu, SVP Marketing, adds, “It is important as marketers to constantly adapt and get ahead of the world we live in. With technology – and even more so with mobile technology – the pace of change is accelerating exponentially. Working with young, high-growth companies that are partly inventing the future will enable us to continue to pioneer new technologies and platforms which can help our brands engage more meaningfully with people around the world.”
The aim of Go Global with Unilever is to work with small to medium-sized, established businesses to expand their global reach. The program focuses on three spaces: Content, Mobile, and Connected Devices. ‘Content’ includes technology that can help brands create, curate, and distribute content that informs and inspires consumers. ‘Mobile’ includes both advanced mobile solutions for developed markets and innovative ways to connect with the billions of people in emerging markets who are typically using feature phones. The third area of ‘Connected Devices’ explores opportunities which help people track and leverage their personal data, to improve their livelihoods.
Read Full Article at Unilever.com
20 MAY 2015, LOS ANGELES, USA
Thoughtful Media Group, a global multi-channel network (MCN) with offices in Los Angeles, Shanghai and Bangkok, has closed a round of financing totaling $8 million from investors across the US, Europe and Asia ahead of a Series B offering planned for later this year. The combined funds will further Thoughtful’s push into emerging markets and advertising segments around the world.
See all news at pr.co