This Could Work

How to Hook Audiences on Social with Disney’s Abby Ho (VP of Digital & Social)

Abby Ho has built her career at the intersection of fandom, social, and storytelling. As VP of Digital & Social at Disney Branded Television, she leads campaigns that help fans discover, connect with, and stay engaged with some of the most beloved franchises in the world, including Percy Jackson, Bluey, and Mickey Mouse Clubhouse. In this episode, Abby joins Will Trowbridge to share how she went from HR to shaping digital strategy for major entertainment brands. They discuss the creative differences between Disney and Netflix, why the best campaigns are built around human behavior, how Percy Jackson became a global social and out-of-home moment, and why she launched her “Fellow Kids” newsletter to translate youth culture to the masses. In this episode, we cover: 00:00 – Introduction & welcome 02:22 – Abby’s path from HR into entertainment and social 05:00 – Cold-calling her way into Degrassi and early digital fandom building 06:47 – Launching creator and content programs at CBC and Wattpad 08:57 – What Disney and Netflix taught Abby about creative culture 11:44 – How ideas move from concept to campaign at Disney 13:38 – The Percy Jackson billboard and the power of a big swing 15:20 – Building a global campaign across out-of-home and social 16:59 – The High School Musical TikTok stunt and reintroducing beloved IP 21:07 – Why all great marketing starts with human storytelling 25:00 – Fellow Kids and translating Gen Alpha and Gen Z culture 27:24 – What’s next, including Hannah Montana’s 20th anniversary About Abby Ho: Abby Ho is the VP of Digital & Social at Disney Branded Television, where she leads fan engagement strategy across franchises including Percy Jackson, Bluey, and Mickey Mouse Clubhouse. She has held senior roles at Netflix, Wattpad, and CBC, building a career around fandom, audience development, and culturally resonant storytelling. She is also the author of Fellow Kids, a newsletter focused on decoding Gen Alpha and Gen Z culture for marketers and brands. About This Could Work:  This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands.  Follow Saylor:  Website: www.sayloragency.com [http://www.sayloragency.com/] Instagram: @SaylorAgency [https://www.instagram.com/sayloragency] LinkedIn: https://www.linkedin.com/company/saylor-agency/ [https://www.linkedin.com/company/saylor-agency/]

The Evolution of Internet Creativity with Nick Borenstein (General Manager, The Webby Awards)

Nick Borenstein has dedicated his career to celebrating the best of the internet. As the General Manager of The Webby Awards, he oversees the most prestigious and competitive awards for digital creativity, honoring everyone from independent creators to global brands. In this episode, Nick joins Will Trowbridge to discuss what it actually takes to win a Webby and how the internet's creative bar is shifting. They dive deep into his own experience winning for the hit podcast Missing Richard Simmons, the messy but authentic state of human creativity in 2026, the rise of unhinged brand campaigns like Nutter Butter, and how AI is acting as a tool rather than a crutch in the landscape of digital art. In this episode, we cover:  00:00 – Introduction & Welcome 02:22 – Nick's journey to winning a Webby for Missing Richard Simmons  05:43 – Will’s experience winning for Netflix’s Dressing Funny  06:47 – What it takes to win a Webby (and why it doesn't cost $30 million)  09:00 – The Webby Awards judging process  09:38 – How AI is shaping the 2026 Webby Awards and creative workflows  12:17 – The state of creativity in 2026: Is the bar getting lower?  16:08 – Unhinged marketing and the demand for authentic content  17:50 – Why creators are the last bastion of trust on the internet  25:20 – Top tips for submitting and winning a Webby Award About Nick Borenstein: Nick Borenstein is an award-winning producer, filmmaker, and content executive who currently serves as the General Manager of The Webby Awards. In this role, he leads strategic development, partnerships, and industry relations to champion creative excellence and innovation across the internet. Before taking the helm at the Webbys, his diverse background spanning film, television, and audio yielded notable credits such as the Emmy-nominated series AKA Wyatt Cenac and the Webby-winning podcast Missing Richard Simmons. About This Could Work:  This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands. Follow Saylor:  Website: www.sayloragency.com [http://www.sayloragency.com/] Instagram: @SaylorAgency [https://www.instagram.com/sayloragency] LinkedIn: https://www.linkedin.com/company/saylor-agency/ [https://www.linkedin.com/company/saylor-agency/]

The New Frontier of Fandom with Monica Austin (SVP & CMO, Blizzard)

Monica Austin has built her career by following her curiosity into the heart of shifting industries. As the current SVP and Chief Marketing Officer at Blizzard, she oversees global marketing for iconic franchises like World of Warcraft, Diablo, and Overwatch. In this episode, Monica joins Will Trobridge to discuss her journey from traditional entertainment to Silicon Valley giants. They dive deep into the culture of Netflix, the early days of Instagram, and how Blizzard continues to foster one of the most passionate communities in the world. In this episode, we cover: 00:00 – Introduction  05:00 – From the UTA Mailroom to SVP 12:00 – Leaving Fox for Facebook 18:00 – The early days of Instagram 25:00 – The "Sink or Swim" culture of Netflix and scaling during the Stranger Things era 35:00 – Turning Calm into the "Nike of Mental Health" during the 2020 election 45:00 – Why gaming is the new comic book and the future of Blizzard About Monica Austin: Monica Austin is a seasoned marketing executive who has led teams at some of the most influential organizations in the world, including Blizzard, Calm, Netflix, Fox, and Facebook. About This Could Work: This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk taking and the people reshaping the future of brands. Follow Saylor: Website: www.sayloragency.com Instagram: @SaylorAgency [https://www.instagram.com/sayloragency] LinkedIn: https://www.linkedin.com/company/saylor-agency/

The Indie Agency Era: How Indie Agency News Became a Home for the Industry’s New Power Players

Independent agencies aren’t the scrappy underdogs anymore—they’re the ones pushing the industry forward. In this episode, host Will Trowbridge sits down with Doug Zanger, founder and editor-in-chief of Indie Agency News, a member-first platform built as a true home for independent agencies across advertising, marketing, and production. They dig into how Indie Agency News is tapping into a real changing of the guard—from holding company dominance to hundreds of powerful indie shops—and what it means to create infrastructure that helps those agencies feel seen, supported, and connected. This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk taking and the people reshaping the future of brands.

Fandoms, Chaos & Free TV: How Tubi Became a Social Powerhouse

When your brand becomes a meme (in a good way) you know something’s working. In this episode, This Could Work host Will Trowbridge sits down with Celeste Roque, Head of Social at Tubi to unpack the bold, fandom-fueled strategy behind one of streaming’s most talked-about brands. From cultivating an unapologetically chaotic voice to tapping into hyper-niche communities, Tubi proves that when you truly understand your audience, engagement isn’t forced—it’s inevitable. Watch for stories from behind Tubi’s most viral moments, the strategy that fuels its fearless tone, and how a social-first mindset brought new life to free streaming. This Could Work, hosted by Saylor CEO Will Trowbridge, celebrates creative risk taking and the people reshaping the future of brands.