FusionFront Media presents, Screen & Sponsor: The New Era of Filmmaking. What happens when Hollywood and marketing collide? Join me for season one, as I explore how brands are revolutionizing film production and reshaping the way you and I experience cinema. We'll learn how industry players in Hollywood and on Madison Avenue are working together to give us films like the Barbie movie.
Screen & Sponsor
Claim This Podcastby Olivia Morley
5.0(1 reviews)
7 episodes
Updated Weekly
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Podcast Overview
FusionFront Media presents, Screen & Sponsor: The New Era of Filmmaking. What happens when Hollywood and marketing collide? Join me for season one, as I explore how brands are revolutionizing film production and reshaping the way you and I experience cinema. We'll learn how industry players in Hollywood and on Madison Avenue are working together to give us films like the Barbie movie.
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Publishing Since
11/3/2024
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Recent Episodes
August 25, 2025
How USPS is using brand storytelling to revive Mr. Zip
<p>In this episode of Screen & Sponsor, Olivia speak's with <a href="https://www.linkedin.com/in/sheila-barr-holman/" rel="noopener noreferrer" target="_blank"><strong>Sheila Holman</strong></a>, head of marketing at the U.S. Postal Service, and <a href="https://www.linkedin.com/in/brendan-gaul-6b329613/" rel="noopener noreferrer" target="_blank"><strong>Brendan Gaul</strong></a>, president of Traverse32, about the <a href="https://www.youtube.com/@mailwithmrzip" rel="noopener noreferrer" target="_blank">revival of the classic USPS character Mr. Zip in a new animated children’s series</a>.</p><p>Sheila explains why now was the right time to reintroduce Mr. Zip and how USPS is reaching preschool audiences on YouTube through a partnership with Moonbug Entertainment, the studio behind Blippi and Cocomelon. Brendan shares how the project fits into USPS’s broader branded entertainment strategy—including the Dear Santa franchise—and why narrative storytelling can sometimes drive deeper engagement than traditional ads.</p><h2>We cover:</h2><h2><br></h2><ul><li>How Mr. Zip was reinvented for today’s audiences with new sidekicks B. Franklin and Farley</li><li>Why USPS sees branded entertainment as a complement to traditional advertising</li><li>The role of measurement and KPIs in long-form brand storytelling</li><li>How USPS plans to expand Mr. Zip into books, licensing, and other revenue streams</li><li>Why consistency in children’s programming matters, and what shows like Bluey and Scooby-Doo can teach marketers</li></ul><br/><h2>Subscribe & connect</h2><h3><br></h3><p>Subscribe to the Screen & Sponsor Substack newsletter for weekly insights, behind-the-scenes takeaways, and curated examples from brand-funded entertainment.</p><p><a href="https://oliviamorley.substack.com" rel="noopener noreferrer" target="_blank">oliviamorley.substack.com</a></p><p>Have a story to pitch or want to collaborate? Email Olivia at <a href="mailto:olivia@fusionfrontmedia.com" rel="noopener noreferrer" target="_blank">olivia@fusionfrontmedia.com</a></p><p>Follow <a href="https://www.linkedin.com/company/fusionfront-media/" rel="noopener noreferrer" target="_blank"><strong>FusionFront Media on LinkedIn</strong></a> for updates</p>
August 18, 2025
Inside Northwell Health’s Branded Content Strategy, with Ramon Soto
<p>In this episode of Screen & Sponsor, Olivia Morley speaks with <a href="https://www.linkedin.com/in/ramon-soto-7708681b3/" rel="noopener noreferrer" target="_blank"><strong>Ramon Soto</strong></a>, SVP and Chief Marketing and Communications Officer at <strong>Northwell Health</strong>, about how the health system is leveraging film, TV, and long-form storytelling to reimagine healthcare marketing.</p><p>Soto shares how Northwell built a branded entertainment studio inside a sprawling healthcare system, how the team navigates patient privacy and regulatory risk, and why emotionally resonant, journalistic storytelling is often more powerful than traditional advertising. He also reflects on past partnerships with HBO and Netflix—and what it taught him about the primacy of distribution.</p><h2>Subscribe & Connect</h2><p>Subscribe to the <a href="https://oliviamorley.substack.com/" rel="noopener noreferrer" target="_blank">Screen & Sponsor newsletter</a> on Substack for weekly insights, behind-the-scenes takeaways, and curated examples from the world of brand-funded storytelling.</p><p>Have a story to pitch or want to collaborate? Email Olivia at <strong>olivia@fusionfrontmedia.com</strong>.</p>
August 4, 2025
Cinema Advertising and the Attention Economy, with Screenvision and MODCo
<p>In this episode of Screen & Sponsor, <a href="https://www.linkedin.com/in/oliviamorley/" rel="noopener noreferrer" target="_blank"><strong>Olivia Morley</strong></a><strong> </strong>and <a href="https://www.linkedin.com/in/jessie-holder/" rel="noopener noreferrer" target="_blank"><strong>Jessie Holder</strong></a> sit down with <a href="https://www.linkedin.com/in/johnpartilla" rel="noopener noreferrer" target="_blank"><strong>John Partilla</strong></a>, CEO of <a href="https://screenvisionmedia.com/" rel="noopener noreferrer" target="_blank"><strong>Screenvision Media</strong></a>, and <a href="https://www.linkedin.com/in/erikdochtermann/" rel="noopener noreferrer" target="_blank"><strong>Erik Dochtermann</strong></a>, CEO of <a href="https://modcomedia.com/" rel="noopener noreferrer" target="_blank"><strong>MODCo Media</strong></a>, to examine the role of cinema in modern advertising—and whether the movie theater might be one of the last places to truly capture attention at scale.</p><p>John and Erik discuss how cinema advertising fits into broader media plans, what makes the format uniquely immersive, and how brands are using long-form creative in the theatrical pre-show. They also weigh in on shifting budget priorities, the limits of performance metrics in upper-funnel media, and the tension between nostalgia and measurement in today’s media mix.</p><p>Highlights from the conversation include:</p><ul><li>How attention metrics are reshaping interest in cinema advertising</li><li>The challenge of balancing scale, narrative, and measurability</li><li>Why some marketers view theaters as a brand-building “refuge”</li><li>How longer-form creative is being used to establish emotional resonance</li><li>What recession-era consumer behavior could mean for theatrical ads</li></ul><br/><p>Research suggests that cinema ads can deliver significantly higher engagement than traditional linear or streaming spots. But even as interest in the format grows, theater buys remain a small fraction of most advertisers’ budgets—raising questions about how to quantify their impact and where they fit in an omnichannel strategy.</p><p>For Partilla and Dochtermann, the medium’s value lies in its immersive nature and ability to deliver storytelling that connects with audiences—without the clutter of multitasking and second screens. Whether that’s enough to overcome marketers’ demand for real-time performance data remains to be seen.</p><p>Subscribe to the Screen & Sponsor <a href="https://oliviamorley.substack.com/" rel="noopener noreferrer" target="_blank">Substack newsletter</a>—our free guide to this podcast. We aim to publish weekly, with extra insights, resources, and curation to help you stay ahead in this space.</p><p>If you’re working in this space—or want to—email Olivia at <a href="mailto:olivia@fusionfrontmedia.com" rel="noopener noreferrer" target="_blank">olivia@fusionfrontmedia.com</a>. We’re also looking for advertising partners who share our vision, so don’t hesitate to reach out.</p><p>Thanks for joining us!</p><p>Stay updated on the latest insights, new podcast episodes, and everything we’re learning about brand-funded entertainment. Follow us on <a href="https://www.linkedin.com/company/fusionfront-media" rel="noopener noreferrer" target="_blank">LinkedIn</a>.</p>
7 total episodes available
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