POSTED : January 14 2005
Warren Kornblum, Former Toys “R” Us CMO Launches New Firm, “Shadow Branding”
Warren Kornblum, Former Toys “R” Us CMO Launches New Firm, “Shadow Branding” New York, NY – Warren Kornblum, the former Chief Marketing Officer of Toys“R” Us, Inc. and Chairman and Chief Executive Officer of Shadow Entertainment Group, LLC., today announced the formation of “Shadow Branding,” which, he states, “will work with a very select group of partners to bring entertainment, intellectual property content, major brands and the marketing community together on specific initiatives.”
A veteran of both the marketing and entertainment industries, Kornblum says Shadow Branding will focus on what is increasingly referred to as “branded entertainment.”
“Our goal is to bring very specifically selected partners together so the entertainment asset, the brand marketers and the marketing community become a force-multiplier that is relevant to consumers,” stated Kornblum. “It’s not about product placement, sponsorship or promotion in isolation – it’s about bringing the very best participants to the table and working with them to maximize the opportunity for all involved.”
Added Kornblum, “A lot of people talk about ‘branded entertainment’, but I believe we can unlock its real potential and make a profound difference in the world of entertainment and brand marketing. That’s the goal and purpose ofShadow Branding.
”Shadow Branding is a wholly owned subsidiary of Shadow Entertainment Group, LLC. DOWNLOAD THE FULL PRESS RELEASE
POSTED : February 9 2005
Kornblum Tackles Branded Entertainment By Betsy Spethmann
Jan 13, 2005 6:08 AM
PROMO Xtra
Warren Kornblum has opened a branded entertainment agency five months after leaving Toys 'R' Us, where he was chief marketing officer. Kornblum has formed Shadow Entertainment Group, and is developing a handful of entertainment properties that will seek tie-ins with consumer brands.
The New York City-based agency has two divisions: Shadow Entertainment, which develops properties, and Shadow Branding, which matches brands to properties.
"Our goal is to bring very specifically selected partners together so the entertainment asset, the brand marketers and the marketing community become a force-multiplier that is relevant to consumers," said Shadow CEO Kornblum in a statement. "It's not about product placement, sponsorship or promotion in isolation--it's about bringing the very best participants to the table and working with them to maximize the opportunity for all involved."
Kornblum left Paramus, NJ-based Toys 'R' Us in August as the chain announced its possible sale. TRU plans to spin off Babies 'R' Us by August 2005, and said last summer that it would consider putting its flagship global toy business on the block (Aug. 12, 2004 Xtra). Toys 'R' Us will decide by July.
Shadow Branding is developing indy film Stormbreaker, slated for production this year; Shadow handles product placement, promotion, licensing and merchandising for the film, which is produced by Samuelson Productions in association with the Isle of Man Film Development Commission.
Meanwhile, Shadow Entertainment is working on a film, Cosmo Man, slated for TV and home-video release, and two kids' TV shows, Safari Kids Club and Circus of the Flying Gladiators.
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POSTED : February 9 2005
Noted Marketing Expert Warren Kornblum To Keynote At RAB2005
New York, New York – January 12, 2005 -- Marketing wizard Warren Kornblum will deliver the Friday luncheon keynote during RAB2005, the world’s largest conference devoted exclusively to Radio sales, marketing, and management, presented at the Hyatt Regency in Atlanta, February 10 to 13 by the Radio Advertising Bureau (RAB). The Friday luncheon will also honor the RAB Board of Directors, and is presented under the sponsorship of the Katz Media Group, the largest media representation firm in the United States. With over 20 years of marketing experience, including several years as Chief Marketing Officer for Toys “R” Us, Kornblum is Chairman and Chief Executive Officer of Shadow Entertainment Group, an organization he founded to further utilize his branded entertainment knowledge and experience. He is a sought -after speaker whose keynotes on branding, emotional marketing, and change in the competitive marketplace have received rave reviews.
Kornblum led the marketing and creative endeavors for all divisions of Toys “R” Us on a global basis, and was responsible for an estimated $400 million global marketing budget including brand management, strategic alliances, and partnerships for over 1,600 stores around the world. He also served on the Toys “R” Us Executive Committee for over five years.
Kornblum has first-hand experience in dealing with change and managing a world-class brand, and provides unique insights into how all facets of an organization must take ownership of their brand and utilize it to their personal and collective advantage.
“Warren’s insights on emotional branding, and the importance of connecting with the consumer are powerful,” observed Gary Fries, President and Chief Executive Officer of RAB. “Warren wowed the crowd at the recent RAB Board of Directors’ Meeting, and his comments will be among the high points of an outstanding RAB conference.”
The Radio Advertising Bureau (RAB) is the sales and marketing arm of the Radio industry with nearly 7,000 members including close to 6,000 stations in the U.S., and over 1,000 associate members in networks, representative firms, sales, and international organizations.
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POSTED : February 28 2005
Country Music Association and NYC Marketing
Assemble Sponsors for Upcoming CMA Gala, Awards Ceremony
Companies Have Opportunity to be Part of "Country Music's Biggest Night"
New York, NY – The Country Music Association (CMA), Shadow Branding, and NYC Marketing announced today it will be working together to assemble corporate sponsors for the CMA Awards scheduled to take place for the first time in New York City on November 15, 2005.
Companies in the auto, wireless, financial, soft drink, and health and beauty sectors, among others are being given the opportunity to sponsor the CMA Gala and Awards Ceremony. Packages will be developed at different investment levels to address the unique needs and objectives of corporate partners. While various events may be custom-tailored for individual sponsors, some key elements of sponsorship packages may include: tickets to exclusive CMA Awards events such as the telecast and private VIP receptions; naming rights to “Country Takes NYC” events; national promotions/sweepstakes including CMA Awards trips; local outdoor media packages; and product placement in artist gift bags.
Rick Murray, CMA Senior Director of Strategic Marketing said, “When our Board decided to hold the CMA Awards in New York City, we made a commitment to make the 2005 event something special by tapping into all of the unique resources New York City has to offer. Americans love New York and love country music -- and this high powered brand partnership provides a potent entertainment package.”
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