Sundance Institute CMO Monica Halpert: “People Are The New Brand”

There has been a noticeable shift in the relationship between audiences and marketers in recent years and brands have had to reassess their top-down approach. Resonating with young, savvy consumers requires a healthy dose of authentic storytelling—luckily for Sundance Institute CMO Monica Halpert, that’s what she helps artists do every day.

Please explain your job in the context of Sundance Institute.

I’m the chief marketing officer I sit on the leadership team which is comprised of the key stakeholders in the work that we do. I oversee all of marketing, communications, branding, [as well as] the cultural articulation of both the internal and external voice of the institute.

Sundance has a lot of enterprises, but we are the non-profit institution whose commitment is to support independent storytellers and artists in all stages of their career through a variety of year-round programming including the Sundance Film Festival.

As the head of marketing and communications, I’m the storyteller about the storytellers.

How has the nature of your work changed in the last five years?

Audiences have changed, where they are has changed. Our industry has changed in terms of content. I believe we’re in this golden age of television and there’s good stuff everywhere but it’s so ubiquitous that it’s kind of hard to find. I think it’s very tricky as a marketer now.

I have said for the last three years that brands are dead. I don’t even like the word “brand” now. The audience—the people—are brands now. It’s a very different kind of relationship that marketers need to have with audiences. We as marketers are audiences and audiences are marketers.

Another big shift is how we work. Marketers aren’t just specialists. I’m a marketer but I know how to run a business. It’s no longer about silos… to me, it’s a completely different world. You have to kind of fly the plane as you build it.

What Is Your View On The Prevalence Of Cause Marketing?

There have definitely been corporate responsibility and cause-related marketing efforts within the organizations that I’ve worked for, but this is my first foray into a decidedly non-profit world. I have to say, I can’t really imagine doing it any other way going forward. The fusion of entertainment and mission work feels like the most contemporary and modern way to work.

I’ve sat in many meetings [at previous companies] where it’s been like, “okay, what’s our cause?” They felt like doing good makes people feel good like it was a requisite for organizations to prove to their consumers that they care.

If purpose isn’t linked to craft and motivations, the audience is just too savvy [and will see right through it]. You need to understand who’s growing up in the world right now. Transparency is key—they are much more likely to attach to an organization that doing something that is meaningful and has impact. If it’s not in your wheelhouse, you can’t fake it.

What is the marketing topic that is most important to you as an innovator?

It’s all about being relevant and resonant. Innovation comes from access, intimacy and trust. I’m fascinated with this reciprocal nature of marketing and how to bring audiences into your process in a way that feels seamless.

For us at Sundance, artists are our property. The tricky part is, at what point are artists the product and Sundance the voice of the brand? We’ve done a lot of things lately where it’s not clear who the marketer and who the audience is. How do you look at all those variables and flex those muscles accordingly so you can meet your goals but also shapeshift in the process? Because it’s all about your audience and how they respond to you, being able to pivot in real time. To me, it’s always about constantly making it relevant.

Advertising Week: CMOs Discuss How To Recover From Failure

On Tuesday, AList presented our panel ‘THE REBOUND: Recovering From Failure’ at Advertising Week New York. The notion of failure conjures of up feelings of fear and dread but stumbling is an inevitable part of life. We gathered chief marketing officers from GE Ventures and Business Innovations, Equinox, Sundance Institute and Getty Images to share insights into how they maintain a healthy attitude around failure and how to react when it happens.

We often look at the concept of failure as somewhere you end up if you don’t achieve perfection.

“Failure is not a destination, it’s just a point along the way,” said Vimla Black Gupta, chief marketing officer of Equinox. “As I’ve gone throughout my career, every failure has been a gift because it informed a future success.”

Gupta said that when she began her career, failure was not an option. Now, she fails mindfully.

It’s one thing to accept that failure happens, but we asked our panelists how they try to prevent it from happening in the first place. Getty Images CMO Gene Foca told us that he borrowed a preparation technique from his days at Amazon. Every document and every idea from his junior staff must be carefully explained in detail along with supporting data so that they take ownership.

“Rather than plan for the eventuality of failure, you prepare to minimize failure,” explained Foca. “Failure is an inevitable part of what we do as business leaders, decision-makers and marketers. In our world at Getty Images, failure can range from daily testing all the way to a much bigger event that might entail promoting a book for one of our photojournalists.”

At the Sundance Institute, CMO Monica Halpert and her team have changed the way they prepare for the unexpected. They adopted two mindsets that she says have been pivotal to this preparation—”safe to try” and “progress over perfection.” After reviewing all the angles, Halpert and her team will move forward with an idea if they believe it to be “safe to try.” That way, she said, if they fail they do so while living their best life. Halpert admitted to losing sleep over details like fonts and colors, a behavior that got in the way of progress. Now, she encourages her team to keep moving forward, even if the result hasn’t exceeded their wildest dreams.

For young marketers especially, speaking up about a problem can be just as scary as failing altogether. Once you realize something isn’t going as planned, everyone on the panel agreed that it’s better to express your concerns than keep it in and watch everything go up in smoke.

“Make sure you own your seat at the table,” advised Dara Treseder, CMO of GE Ventures. “I think finding and using your voice is so critical. Give yourself permission to speak up.”

Another piece of advice for audiences at Advertising Week’s NewGen Stage was to listen to your gut. Halpert recalled a time when she failed by taking the wrong job. Even though she convinced herself and the company that it was perfect for her, she knew it wasn’t right. If you don’t feel like something is right on the job, be sure you can clearly articulate it so courses can be corrected.

“At the end of the day, we’re all consumers—we’re all people.  I [tell my team], ‘if you feel it, find a way to articulate it. Even when the answer is not readily available or apparent and ist time’s it’s not, it’s really about having a discussion and scenario of planning of what we do next. I feel like that moment of honesty is so important.”

If you’d like to watch a replay of THE REBOUND: Recovering From Failure, click here.

Advertising Week: Interview With Global CEO Matt Scheckner

Advertising Week New York celebrates 15 years in 2018 and CEO Matt Scheckner has been there since the beginning. The Manhattan-based event spans over four days and always counts among its attendees and speakers many of marketing’s heavy hitters. Since 2004 Advertising Week, which is managed by Stillwell Partners, has expanded across the globe and now includes events in Latin America, Asia and Europe. Scheckner co-founded both Advertising Week and Stillwell Partners and remains heavily involved in the production of the global event platform. AList, in partnership with our friends at AW360, spoke with Scheckner about the humble beginnings of Advertising Week and where it’s headed.

How did Advertising Week begin?

A random phone call in July of 2002. Abby Hirschhorn, DDB Worldwide CMO, was looking for a big idea in support of an effort led by 4A’s Chairman Ken Kaess and CEO O. Burtch Drake to attract young talent, boost the image and morale of the industry, and reaffirm New York as a global advertising hub.

The first-ever meeting about Advertising Week offered a preview of the future. A thought leadership foundation, environment and experience were all established as key anchors of the game plan. And so, it was an October afternoon in 2002 in the Roxy Suite at Radio City Music Hall where it all began. Planning began in earnest in May of 2003 after it was agreed that the first-ever Advertising Week would take place in September of 2004. With long-time business partner Lance Pillersdorf and a small team, Advertising Week opened its doors for the first time with such venues as NASDAQ, the Museum of Television & Radio and a memorable first Opening Gala at Gracie Mansion hosted by Mayor Mike Bloomberg.

What did you do before Advertising Week?

At 23 I was the founding Executive Director of the New York Sports Commission. After time spent interning, I pitched Mayor Koch that New York City needed to recognize sport for what it was: a gateway to further economic development. Over 8 years we re-established New York as a center for big-time Olympic level competition and drafted winning bids for the 1993 Olympic Congress, and the 1998 Goodwill Games. The latter seems crazy when you look back. I spent the summer of ’94 in St Petersburg with luminaries like Ted Turner, Boris Yeltsin and Governor Mario Cuomo.

Since 2004, how much have you seen the industry change? 

In the years since The Week began, the smartphone has marched forth and become the standard. Anyone with access to a laptop and Internet connection is able to understand, reach and engage potential consumers. Brands can have real-time conversations with their customers whilst they interact with websites, mobile apps and platforms. Today’s advertising and marketing skill set looks nothing like 2004’s.

On September 27, 2004 when Advertising Week kicked off, Mark Zuckerberg was still on the Harvard campus. The iPhone was two years away and YouTube was three years away. Without exception, none of the tech-driven innovations which have re-shaped consumer behaviour and our industry were on the radar, or existed in any form, in 2004.

In many ways, I consider the timing of Advertising Week incredibly lucky. As it has evolved in New York City and everywhere else, Advertising Week has become a mirror of our industry and of the broader arena of business and popular culture. It has also become the place where the agenda is set for the year and where the most difficult and challenging issues facing our business – and often broader society – are tackled head on. Navigating change really sums it all up, and so much has changed from September of 2004.

Who are some of the musical acts you’ve had at events over the years?

In no order whatsoever: Jon Stewart and Curb Your Enthusiasm star, Susie Essman, at Jazz at Lincoln Center and Gnarls Barkley at the old Nokia Theater in 2006. Bruno Mars, Outkast, LCD Soundsystem, Alessia Cara, Pharrell Williams, Dua Lipa, Mark Ronson, Wyclef Jean, Ziggy Marley, Rita Ora, Sting, Nas, John Legend, The Roots, Snoop Dogg, Amy Schumer, Jimmy Fallon, Lewis Black, J. B. Smoove, Pete Holmes, Trevor Noah, Jeff Ross, and so many more. All have graced Advertising Week stages.

What do the next 15 years look like?

Well, let’s start with 2018. New players have emerged as kings and queens, others have disappeared, and the flow of ad dollars has rapidly shifted from traditional to emerging platforms. But what has not changed is the power of big ideas, good old-fashioned creativity, the influence of disruptors and innovators and our fundamental need as people to be inspired.

Looking ahead, no one can say how the future will play out, but as it unfolds, Advertising Week will be there every step of the way. And with our learning platform just around the corner, AWLearn will provide year-round engagement. It’s never been a more exciting time.

Gamers Spent $8.47B In August; Madden Sets New Record

The video game industry earned $8.47 billion in digital sales for August, according to the latest figures from SuperData Research. This represents seven percent growth over last year, driven by pay-to-play PC and free-to-play console titles.

On PC, World of Warcraft‘s Battle of Azeroth expansion was a big hit, earning Blizzard $161 million. This doesn’t include pre-sales leading up to the launch. In fact, WoW West subscribers reached its highest point since 2014. As a result, WoW held the number two spot for digital PC sales in August, with Dungeon Fighter Online holding the top honors.

Capcom’s Monster Hunter World sold two million units on PC after a successful launch on console. The adventure game, which has a film in development, knocked PlayerUnknown’s Battlegrounds down to second place on the PC rankings for August.

League of Legends, meanwhile, could experience its worst performing year since 2014. The popular free-to-play MOBA title dropped 21 percent compared to the same time period in 2017. Mastercard recently signed with League of Legends as the game’s first global partner, which will offer its cardholders VIP esports packages. With new exposure around the competition circuit, Riot Game’s title could bounce back during the World Championships beginning October 1.

Both free-to-play PC and social games experienced single-digit declines last month.

Epic Games’ critical darling, Fortnite continues to dominate the console charts at number one, followed by FIFA 18. Thanks to its loyal community and frequent updates, RockStar’s Grand Theft Auto V still holds its own at number three.

Madden 19 launched at number four on the console charts for August. SuperData estimates that Madden 19 sold 664,000 digital units, making it the best ever launch month for the franchise.

The usual mobile contenders defended their top positions last month, led by Honour of Kings, QQ Speed and Pokémon GO.

AList Partners With Advertising Week NY; Hosts Panel With CMO’s From GE, Equinox, Getty Images, Sundance

AList is proud to announce our partnership with Advertising Week New York, the world’s largest annual gathering of advertising, creative, entertainment, marketing, media and technology industry leaders. Taking place October 1 – 4 2018 at AMC Loews Lincoln Square, this year’s AWNewYork will feature speakers from across media and marketing. AList’s very own panel will be taking place Tuesday, October 2nd at 10:20 am where our panelists will be exploring the topic of recovering from failure.

How a marketer emerges from missteps and mistakes can massively influence future success and opportunity. This panel of marketers will have a frank discussion about attitudes around failure, how to pivot when you sense things are going awry and provide practical advice for those at any stage of their career on recovering from a failure.

Panelists

  • Monica Halpert, CMO, Sundance Institute

  • Vimla Gupta, CMO, Equinox

  • Gene Foca, CMO, Getty Images

  • Dara Treseder, CMO, GE Business Innovations & GE Ventures, General Electric

Moderator: H.B. Duran, Reporter, AList

About Advertising Week
Since it began in 2004 led by co-founders Matt Scheckner and Lance Pillersdorf, Advertising Week has evolved into the number one business-to-business event in New York cutting across all industries and has expanded rapidly across the globe replicating its signature formula blending thought leadership on the business of the business by day and show business by night. The Week now enjoys a global footprint with editions in London, Tokyo, Mexico City and Sydney and via AW360 has extended the thought leadership platform beyond the events onto smartphones and tablets the year-round.

Advertising Week is produced globally by New York-based Stillwell Partners.

About AList
AList is an award-winning media platform providing over 1.3 million members of the media and marketing community with insights, trends, data and analysis via our site, events and newsletter, facilitating an active community for our readership across platforms to connect and share insights. We are proud to count the world’s leading marketers and media executives in our core readership.

Bacardi Collaborates With Horror Producers For Halloween Campaign

Bacardi has launched a new Halloween campaign that pays tribute to horror movie classics. Filmed at a horror production house, the spot was designed to inspire cocktail ideas with a lighthearted scare for Bacardi’s favorite holiday.

Having a bat logo puts Bacardi at an advantage when consumers are planning Halloween festivities.

“Halloween is our biggest occasion,” Laila Mignoni, director of creative excellence at Bacardi told AList. “Every year we do something different for the holiday. We own it.”

This year, the spirits brand tapped into imagery from horror movie favorites like The Ring, The Shining and Psycho with a spot called “The Zombie.” Shot from a first-person POV, the ad tells the story of a mysterious VHS tape, labeled only with the Bacardi bat logo.

As the video begins to play, the imagery gets weird in the style of The Ring—a lemon and lime being sewen together, rum being poured out of upright bottles in reverse, bottles of Bacardi Black and Bacardi Superior appearing in a long hallway a la The Shining, etc. until a zombie appears to have been summoned into the viewer’s world.

“The Zombie” ends with a recipe for a cocktail and the slogan, “Do what moves you.”

Mignoni said they didn’t want the video to be shot like an ad, so they enlisted the help of The Voorhes, a couple that specializes in stylized marketing photography and video.

“[Robin Finlay] and I began by watching a ton of short horror films and thinking about the classics that we all know,” Adam Voorhes recalled on Instagram. “We originally wrote six different scripts that could play off of a cocktail, or stand-alone pieces. [Bacardi] loved The Ring inspired VHS throwback approach, so we flushed out two versions that had abstract weird video vignettes to illustrate each aspect of the cocktail. We took advantage of opportunities to nod to other films, like [Robin] building a mini hallway inspired by The Shining. And I got to play with stop motion, time lapse, slomo video, fun camera chases and lots of practical special effects. I loved this shoot!”

Mignoni, who visited the set, said it was like being in a haunted house. “The production was even a little bit scary,” she said.

Bacardi has timed its new campaign to coincide with online searches. Mignoni explained that Halloween entertaining searches begin in September, and Bacardi will be there to offer content and suggestions.

“We know they’re searching for Halloween drinks that are different [along with] different kinds of food to serve. People love to create. When they’re searching, we want them to think of Bacardi. We want to entertain them, as well. [‘The Zombie’] is scary but it’s lighthearted at the same time.”

The ad will be displayed on social media and across programmatic channels. Shorter cuts will be shared on Facebook and Instagram, Bacardi explained. A few fans that engage with the campaign will receive a gift pack that includes a long version of the creepy video . . . on VHS, of course.

When marketing around Halloween, Mignoni warns against campaigns that are too serious. Instead, offer inspiration and discovery around the holiday.

“Don’t overthink it. Halloween is playful, people are creative and they want to explore ideas,” she said. “They don’t want to be told what to do. Keep it lighthearted. Look at what people are doing [online]. In this case, people search Google for Halloween ideas—some of them are hilarious, like how to scare your friends with drinks. All of that is insightful. We are just listening.”

A Guide To Advertising Week New York 2018 Parties

Advertising Week New York parties have a reputation for some pretty epic moments. For delegates about to cut loose and network, we salute you. Here are the parties, mingles and networking events we think you should know about.

Monday, October 1


IBM Networking Meet-Up

Chat AI with fellow delegates in a relaxed atmosphere.

When: 4:00 p.m.

Where: AW Connects Bar, Level 2—1998 Broadway, New York, NY 10023

Requirements: Open to all delegates


AWNY Y Media Labs Connects Networking Cocktails

Relax and network with fellow delegates.

When: 5:30 p.m.

Where: AW Connects Bar, Level 2—1998 Broadway, New York, NY 10023

Requirements: Open to all delegates


15th Anniversary Madison Avenue Walk Of Fame Opening Gala

Watch as the biggest brand icons walk the red carpet in the heart of Times Square, then join fellow delegates for dinner, cocktails and awards celebration.

When: 6:30-9:30 p.m.

Where: PlayStation Theater—1515 Broadway, New York, NY 10036

Requirements: Ticket required


Opening Concert

As far as Advertising Week New York parties go, this one comes with a reputation. Enjoy a live performance presented by iHeartMedia. Past headliners have included Demi Lovato, Snoop Dog and Macklemore.

When: 7:30 p.m.

Where: Terminal 5—610 West 56th Street, New York, NY 10019

Requirements: Open to Super and Platinum Delegates or via invitation


Tuesday, October 2


AWNY Connects Networking Cocktails

Samsung Ads will provide bites, cocktails, demos, VR and interactive art installations.

When: 6:30 p.m.

Where: Samsung 837—837 Washington St, New York, NY 10014

Requirements: Open to all delegates


D&AD Impact Awards Ceremony

Network with Impact winners, jurors, and like-minded leaders during the cocktail hour, discover the best creative ideas with impact through the white pencil awards recipients. Presented with Facebook.

When: 7:00 p.m.

Where: AMC Lincoln Square 13—1998 Broadway, New York, NY 10023

Requirements: Platinum delegates or by invitation


Stand Up Live

SNL “Weekend Update” co-anchor Colin Jost performs on Advertising Week’s late night stage.

When: 9:30 p.m.

Where: Gotham Comedy Club—208 West 23rd Street, New York, NY 10011

Requirements: Platinum delegates or by invitation


Wednesday, October 3


Accenture Networking Meet-up

Are you a person? Then join other people in a discussion about people-based marketing.

When: 4:00 p.m.

Where: AW Connects Bar, Level 2—1998 Broadway, New York, NY 10023

Requirements: Open to all delegates


AWNY Bazaarvoice Connects Networking Cocktails

Come, network and meet your fellow delegates at this special cocktail reception hosted by Bazaarvoice.

When: 5:30 p.m.

Where: AW Connects Bar, Level 2—1998 Broadway, New York, NY 10023

Requirements: Open to all delegates


Thursday, October 4


AWNY Deloitte Digital Connects Networking Cocktails

Relax and network with fellow delegates.

When: 5:30 p.m.

Where: AW Connects Bar, Level 2—1998 Broadway, New York, NY 10023

Requirements: Open to all delegates


Wrap Party

Close out the Week with a special live performance by Grammy-award winner Alessia Cara.

When: 7:30 p.m.

Where: Terminal 5—610 West 56th Street, New York, NY 10019

Requirements: Open to Super and Platinum Delegates or via invitation


Founders Club Dinner Presented by IBM Watson Marketing

IBM Watson Marketing hosts the final VIP event for partners and invited guests to reflect on the week that’s past and get ready for the next 15 years.

When: 7:00 p.m.

Where: Sotheby’s—1334 York Avenue, New York, NY 10021

Requirements: By invitation only


Did we miss any? Let us know which Advertising Week New York parties you plan to attend and share this list with your fellow delegates. See you there!

Carnival Launches ‘OceanView’ App For Branded Travel Content

Carnival Corporation has compiled its branded video content in one place with the launch of OceanView Mobile. The new app features over 150 full episodes of popular ocean travel TV shows and short-form videos with the goal of increasing cruise vacation awareness.

OceanView Mobile is available now for iOS and Android devices and will launch on the company’s website this October. The app offers Carnival Corporation a unique opportunity to inspire cruise line travel through education and entertainment.

All content on the app is free to view. Consumers can view full episodes of Ocean Treks with Jeff Corwin, Vacation Creation, The Voyager with Josh Garcia and Good Spirits which also air on ABC, NBC, A&E and FYI, respectively. Carnival says that its three network shows consistently rank number one or number two in their time slots.

Short form content will also be available for viewing on the platform, including five-to-ten minute episodes of GO and Local Eyes. In addition to Carnival’s existing TV content, the brand will include video collections from its wide range of cruise line brands that include behind-the-scenes, ship attractions and new ship christening ceremonies and more.

“Our ability to extend consumer brand engagement from broadcast TV to all major video-on-demand platforms, all major over-the-top platforms and all major mobile platforms is unprecedented in the travel industry,” John Padgett, chief experience and innovation officer for Carnival Corporation said in a statement. “This allows us to showcase the extraordinary experiences available on cruise vacations to millions of potential guests, and to help them get excited about where they’ll go next, whenever they prefer.”

Carnival has not been shy about trying new things to inspire travelers to book a cruise. The brand frequently uses augmented and virtual reality both on and off-board its ships, integrates the Internet of Things and recently launched a touring blimp reminding consumers of its many US home ports.

Atari Partners With Foodgod For ‘RollerCoaster Tycoon Touch’ Update

Atari has teamed up with Jonathan Cheban, aka Foodgod for the latest update to RollerCoaster Tycoon Touch. The TV personality and social media influencer appears in the game as a rendered character alongside his restaurant and other food-related items.

RollerCoaster Tycoon Touch, the mobile version of Atari’s popular amusement park management game, is using influencer marketing to engage exist players and attract new ones. A food-themed update was added to the game on Thursday, starring a rendered version of Foodgod, known for his appearances on Keeping Up with the Kardashians, Celebrity Big Brother House and his culinary exploits on social media.

The Foodgod partnership with RollerCoaster Tycoon will allow for cross-promotion between the two brands and encourage in-game purchases, as the game is free-to-play (FTP).

The Foodgod update adds six new food stands and “FoodPalace,” a large food court restaurant themed after the influencer’s “signature gastronomic style and affinity for over-the-top foods and desserts.” Players can offer their guests treats such as tropical smoothies, donut waffles and hot dogs with ketchup, among others menu items.

In the game, players can customize their amusement parks to keep its virtual guests happy and spending money. Different add-ons can be obtained through cards which can be earned or purchased. Players can find Foodgod cards in the game’s standard card packs or purchase them in the store.

Atari chose Cheban as a brand partner because of his affinity for both food and games, CEO Fred Chesnais explained in a press release. His large social following doesn’t hurt either—the young foodie boasts over 2.8 million followers on Instagram. One video of Cheban eating a hamburger garnered over half a million views alone.

RollerCoaster Tycoon was a favorite game growing up. Now, to be able to share my food experiences in RollerCoaster Tycoon Touch is surreal,” said Cheban in a statement.

Spotify Measures Ad Impact With Expanded Nielsen Integration

Spotify is offering more advertising insights by expanding its partnership with Nielsen. The integration of Nielsen Brand Effect captures exposure to audio, video and display ad formats across the app, giving marketers more data with which to make campaign decisions.

Brands advertising on Spotify now have access to Nielsen Brand Effect in addition to Nielsen Ad Ratings. The extended partnership grants Spotify marketers tools that measure the effectiveness of a campaign by tracking exposure to audio, video and display formats heard or seen across desktop, mobile and connected devices.

Spotify’s integration of Nielsen Brand Effect is now available in the US, Germany, Canada, Mexico UK, Spain, France, Netherlands Japan and Australia.

“As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block—it’s a valuable platform that delivers major impact for brand advertisers,” said Brian Benedik, global head of advertising at Spotify in a statement. “With Nielsen’s industry-leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

The streaming music app reported 23 percent YoY growth in ad-supported users during Q2, totaling 101 million. Spotify is building a two-sided marketplace to provides tools and services for labels and artists to focus on promotion and marketing.

Music streaming has become a $5.6 billion industry, and adding Nielsen Brand Effect to its offerings allows Spotify to continue its growth through what it calls “data storytelling.”

“The thing I think a lot about is how to get the most out of the data,” Danielle Lee, global head of partner solutions at Spotify told AList in a previous interview. “Big data is just that but if you can extract the insights that are going to resonate with different communities, [those] insights are going to allow us to tell stories that haven’t been told before.”