Tuesday, March 7
11:05am - 11:35am
Loft 1/2

Globe & Mail upfront: The cult of (brand) personality

MrBeast, the most-subscribed individual creator on YouTube, is under the glare of the media spotlight for a video titled “1,000 Blind People See for the First Time.” Before his controversial post (100-million views and counting) hit the platform, he had turned the notion of ‘brand’ on its head. Last August, at a mall in New Jersey, an estimated 10,000 people showed up for the opening of the first physical MrBeast Burger location. The burgers were not the top draw. It was MrBeast. What does this have to do with content marketing? Pairing companies that sell products directly to consumers with influential creators who cultivate communities around the merchandise are the future. In this wide-ranging presentation, Sean Stanleigh, Head of Globe Content Studio, examines why, in the new world order, brands need to have personality. 

Featuring:

Sean Stanleigh

Head of Globe Content Studio

The Globe and Mail