Creativity + innovation are critical strategies that drive us and Allison making our collaboration all the more impactful.
Anne Globe, Chief Marketing Officer
DreamWorks Animation
From Animator to Innovator
As innovation became known as a critical mandate in early 2009, DreamWorks Animation and its legendary (yet notorious) CEO Jeffrey Katzenberg sat at the precipice of industry re-invention. In light of this, we embarked on a strategic communications plan to migrate perception of the company from mere animator to an innovation incubator, ushering in a new world of immersive entertainment that goes way beyond the big screen, while also showcasing Jeffrey Katzenberg as a next generation leader and best-of-breed CEO.
The program was developed to usher in a “new” chapter in the company’s history, as well as introduce a “new” era for Katzenberg – one that highlighted him as the grandfather of modern day animation and the mentor to legions of the best and brightest entertainment animators and innovators of tomorrow.
By positioning the company as a world-class innovator and Jeffrey Katzenberg as a world-class leader, our campaign showcased DreamWorks as a company incubating the innovations of tomorrow, and telling the un-told story of modern day Katzenberg. The campaign achieve all outlined objectives-touting DreamWorks as a leading innovative company-incubating the ideas of tomorrow-while also showcasing the “redemption” of Jeffrey Katzenberg-and the creation of his powerful executive team via high-level executive events (Technomy, Aspen Ideas Festival keynote, FORTUNE Innovation Brainstorm Tech, etc.) and top-tier media placements including a 5-page profile in Fast Company, Bloomberg BusinessWeek, and the “Corner Office,” The New York Times.
