From studio to streaming: How brands fit into today’s entertainment ecosystem

Wednesday, April 4, 2018 - 5:00pm to 6:00pm USC Annenberg School for Communication and Journalism (ASC), 207

M{2e}’s Women’s Leadership Society invites you to join a discussion with Alana Barden, integrated marketing associate manager at Hulu, titled “From studio to streaming: How brands fit into today’s entertainment ecosystem.”

In today’s landscape, consumers have unpreceded access to content wherever they want it, whenever they want it. This new era of TV brings about challenges for brands who want to reach and engage audiences in an authentic way. This discussion will focus on how brands successfully integrate into original programming, the differences between a traditional and new media company, and Hulu’s unique position in the streaming space.

Alana Barden graduated from the University of Southern California with a B.S. in Business Administration and a minor in Cinematic Arts in 2013. With a passion for business and the television industry, she began her career in ad sales at Viacom Entertainment Networks. At Viacom, Alana worked exclusively with theatrical accounts — connecting upcoming movie trailers to the large MTV, VH1, Comedy Central and Spike fanbase. Using her knowledge and experience in both digital and linear media planning, Alana shifted her career focus from ad sales to integrated marketing at Hulu. Currently, as an integrated marketing associate manager at Hulu, Alana works under the ad sales vertical to develop unique ways for brands to align with Hulu’s slate of original programming — including the Emmy winning series The Handmaid’s Tale. She is responsible for collaborating cross-functionally across the company to bring new sponsorships, integrations and activations to life.