Page 14 - CSA Speaker Bulletin October 2019

Page 14 - CSA Speaker Bulletin October 2019 | CSA Celebrity Speakers

P. 14

CSA SPEAKER BULLETIN INTERVIEW

Interview with

Chantal
Rickards

Chantal Rickards You talk about the power need an image change and want
is a former CEO and of content and brands to look greener, more philanthropic
spokesperson for BAFTA, working together. What and ethical. Greenwashing can be
Los Angeles, running benefits does this have achieved through clever content
high profile events and for both the consumer marketing.
talent-led initiatives. She and the creator?
talks to us here on how You have been working
philanthropic and cause The creator of content is always in Hollywood for a
related content is being looking for funding sources and number of years; what
used to shine a light on since the dawn of soap operas, do you feel is the most
pressing global issues, in which were funded by soap powder important or exciting
addition to sharing her manufacturers, there are increasing insight you have gained
experiences and views occurrences of content being during your time there?
about the power of content supported by brands.
and brands working Hollywood is a behemoth - it’s ‘deal
together. Brands on the other hand are always town’, and finding one’s way around
looking to increase awareness of takes years, if only because people sit
a product with a view to a sale in their cars for an inordinate amount
somewhere further down the of wasted time driving from one side
transaction chain, not necessarily of the 405 to the other or from the
immediately. Content can also West Side to the Valley. I managed
be used well to help position or four years with a bicycle and an Uber
reposition a brand in its market place. account and people thought I was
A consumer’s brand sentiment can crazy.
be massaged through the brands
partnering with appropriate content. Hollywood has changed dramatically
Think of all the brands now that since my arrival, with the rise of the

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