Some predicted this would happen a long time ago. Hear the evolution of brands into broadcasters. Jeff Suhy shares the critical mistake with the first major Brand TV channel on the Web.
As President and Partner at Modop, Jeff is responsible for building the strategic function at modop from the ground up. He oversees all brand, digital, media and interactive operations for the agency. His breadth and depth of experience across the advertising, music and technology industries provide a unique creative insight into building cohesive digital narratives for some of the world’s top brands including, Belvedere Vodka, Sony Pictures Entertainment, Nike and Ubisoft.
Jeff began his career in the music industry working his way up at A&R and promoted to Vice President while representing top artists such as Soundgarden. As the music industry experienced radical change with the advent of streaming music, Jeff launched Nine Systems, a technology company dedicated to developing software platforms for entertainment companies. In 2006, Nine Systems was acquired by Akamai Technologies, one of the world’s largest content delivery network providers for media and software delivery.
With a unique hybrid of entertainment and technology experience, Jeff joined Zoic in 2009 to help media companies solve the riddle of how to market to consumers in the digital media era. Jeff worked with advertising agencies and gaming clients to build meaningful online media experiences.
Jeff is a hobbyist to no end. He spends his time designing and building (award-winning) furniture and homes, cycling across Europe and enjoying classic cars.
I fix up vintage and classic cars in my spare time!
Think Like A Journalist Quote
“It has to add value to the consumer that you’re engaging with… I know it seems like an incredibly elementary task, but how are you providing utility? How are you providing a service? –Michael Kotick, Senior Brand Manager, Nestlé Purina North America
Success Quote or Tip
Patience and empathy are required when dealing with clients. Try to understand your client’s perspective.
Jeff moved to LA after college to get into music. One of his career highlights is that he worked with Soundgarden. The band was struggling to get on MTV because they were alternative or too metal. Jeff ran a contest. Hear how the band started a name for their type of music “grunge” bands. He later started a streaming company but was struggling to get companies to understand that this was going to be the way of the future. After YouTube launched in 2005, companies started to understand the concept of streaming. Jeff’s company was acquired by another company in 2006.
When It Didn’t Work
Jeff bought a domain that was going to involve online music streaming. He struggled to launch it and eventually gave up, just short of the huge online music industry that exists today.
Top Tips The Evolution of Brands Into Broadcasters With Jeff Suhy, President of modop
- The content from the brand and the brand itself are connected but not co-dependent.
- Consumers expect an exchange of value for their time and data.
- Each channel amidst the broadcast ecosystem requires a native approach for success.
- Commit to the channel and programming you’re creating.
- Content creation for your brand within the new broadcast ecosystem is much more challenging but much more rewarding than straight-forward advertising.
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