Screen & Sponsor

How USPS is using brand storytelling to revive Mr. Zip

In this episode of Screen & Sponsor, Olivia speak's with Sheila Holman [https://www.linkedin.com/in/sheila-barr-holman/], head of marketing at the U.S. Postal Service, and Brendan Gaul [https://www.linkedin.com/in/brendan-gaul-6b329613/], president of Traverse32, about the revival of the classic USPS character Mr. Zip in a new animated children’s series [https://www.youtube.com/@mailwithmrzip]. Sheila explains why now was the right time to reintroduce Mr. Zip and how USPS is reaching preschool audiences on YouTube through a partnership with Moonbug Entertainment, the studio behind Blippi and Cocomelon. Brendan shares how the project fits into USPS’s broader branded entertainment strategy—including the Dear Santa franchise—and why narrative storytelling can sometimes drive deeper engagement than traditional ads. WE COVER: * How Mr. Zip was reinvented for today’s audiences with new sidekicks B. Franklin and Farley * Why USPS sees branded entertainment as a complement to traditional advertising * The role of measurement and KPIs in long-form brand storytelling * How USPS plans to expand Mr. Zip into books, licensing, and other revenue streams * Why consistency in children’s programming matters, and what shows like Bluey and Scooby-Doo can teach marketers SUBSCRIBE & CONNECT Subscribe to the Screen & Sponsor Substack newsletter for weekly insights, behind-the-scenes takeaways, and curated examples from brand-funded entertainment. oliviamorley.substack.com [https://oliviamorley.substack.com] Have a story to pitch or want to collaborate? Email Olivia at olivia@fusionfrontmedia.com [olivia@fusionfrontmedia.com] Follow FusionFront Media on LinkedIn [https://www.linkedin.com/company/fusionfront-media/] for updates

Inside Northwell Health’s branded content strategy, with Ramon Soto

In this episode of Screen & Sponsor, Olivia Morley speaks with Ramon Soto [https://www.linkedin.com/in/ramon-soto-7708681b3/], SVP and Chief Marketing and Communications Officer at Northwell Health, about how the health system is leveraging film, TV, and long-form storytelling to reimagine healthcare marketing. Soto shares how Northwell built a branded entertainment studio inside a sprawling healthcare system, how the team navigates patient privacy and regulatory risk, and why emotionally resonant, journalistic storytelling is often more powerful than traditional advertising. He also reflects on past partnerships with HBO and Netflix—and what it taught him about the primacy of distribution. SUBSCRIBE & CONNECT Subscribe to the Screen & Sponsor newsletter [https://oliviamorley.substack.com/] on Substack for weekly insights, behind-the-scenes takeaways, and curated examples from the world of brand-funded storytelling. Have a story to pitch or want to collaborate? Email Olivia at olivia@fusionfrontmedia.com.

Cinema advertising and the attention economy, with Screenvision and MODCo

In this episode of Screen & Sponsor, Olivia Morley [https://www.linkedin.com/in/oliviamorley/] and Jessie Holder [https://www.linkedin.com/in/jessie-holder/] sit down with John Partilla [https://www.linkedin.com/in/johnpartilla], CEO of Screenvision Media [https://screenvisionmedia.com/], and Erik Dochtermann [https://www.linkedin.com/in/erikdochtermann/], CEO of MODCo Media [https://modcomedia.com/], to examine the role of cinema in modern advertising—and whether the movie theater might be one of the last places to truly capture attention at scale. John and Erik discuss how cinema advertising fits into broader media plans, what makes the format uniquely immersive, and how brands are using long-form creative in the theatrical pre-show. They also weigh in on shifting budget priorities, the limits of performance metrics in upper-funnel media, and the tension between nostalgia and measurement in today’s media mix. Highlights from the conversation include: * How attention metrics are reshaping interest in cinema advertising * The challenge of balancing scale, narrative, and measurability * Why some marketers view theaters as a brand-building “refuge” * How longer-form creative is being used to establish emotional resonance * What recession-era consumer behavior could mean for theatrical ads Research suggests that cinema ads can deliver significantly higher engagement than traditional linear or streaming spots. But even as interest in the format grows, theater buys remain a small fraction of most advertisers’ budgets—raising questions about how to quantify their impact and where they fit in an omnichannel strategy. For Partilla and Dochtermann, the medium’s value lies in its immersive nature and ability to deliver storytelling that connects with audiences—without the clutter of multitasking and second screens. Whether that’s enough to overcome marketers’ demand for real-time performance data remains to be seen. Subscribe to the Screen & Sponsor Substack newsletter [https://oliviamorley.substack.com/]—our free guide to this podcast. We aim to publish weekly, with extra insights, resources, and curation to help you stay ahead in this space. Email us! 📩 Olivia at olivia@fusionfrontmedia.com [olivia@fusionfrontmedia.com] Follow FusionFront Media [https://www.linkedin.com/company/fusionfront-media] on LinkedIn for updates. Explore Our Other Podcasts: * Agency Business [https://open.spotify.com/show/4uBK0jDv9Z48keVs31xbTK?si=77909500256c4a43]: Olivia and ad industry analyst Brian Wieser cover the business side of advertising, unpacking how executives and founders across the ecosystem run their organizations.

From Bravo to Vayner—Nema Vand on reality TV’s power and branded entertainment’s future

In this episode of Screen & Sponsor, co-hosts Olivia Morley [https://www.linkedin.com/in/oliviamorley/] and Jessie Holder [https://www.linkedin.com/in/jessie-holder/] talk with Nema Vand [https://www.linkedin.com/in/nema-vand-5567811b7/]—director at VaynerX's Eva Nosidam Productions [https://www.linkedin.com/company/evanosidam/]. and former cast member of Bravo’s Shahs of Sunset—about what it means to build a career at the intersection of personal brand, unscripted entertainment, and agency-led creative strategy. Nema walks us through how his Bravo experience shaped his directing style, why reality stars make incredible brand talent, and how Vayner is pushing branded entertainment forward through Eva Nosidam [https://www.linkedin.com/company/evanosidam/] and VaynerWatt [https://www.linkedin.com/company/vaynerwatt/]. We’ll cover: * The lessons unscripted TV taught Nema about creative direction and authenticity * How Vayner’s “speed of culture” model drives integrated brand storytelling * Why shoppable TV and social-first storytelling are the next big thing * How Vayner brought Real Housewives rivals together for a viral Super Bowl spot * What it takes to get a branded show placed on platforms like Tubi—and why social is always the starting point Subscribe to the Screen & Sponsor Substack newsletter [https://oliviamorley.substack.com/]—our free guide to this podcast. We aim to publish weekly, with extra insights, resources, and curation to help you stay ahead in this space. If you’re working in this space—or want to—email Olivia at olivia@fusionfrontmedia.com [olivia@fusionfrontmedia.com]. We’re also looking for advertising partners who share our vision, so don’t hesitate to reach out. Thanks for joining us! Stay updated on the latest insights, new podcast episodes, and everything we’re learning about brand-funded entertainment. Follow us on LinkedIn [https://www.linkedin.com/company/fusionfront-media].

How The Chosen Is revolutionizing crowdfunded entertainment, with Tasha Day of Exverus Media

In this episode, co-hosts Olivia Morley and Jessie Holder interview Tasha Day [https://www.linkedin.com/in/tashaday/], VP of strategy and planning at Exverus Media [https://www.exverus.com/], to dive into the groundbreaking series, The Chosen. Known as one of the largest crowdfunded media projects of all time, The Chosen is a historical drama series depicting the life of Jesus and his apostles, and recently premiered its highly anticipated fifth season in theaters. Tasha walks us through the unconventional path that led to the series’ massive popularity, discussing how fan-driven crowdfunding, merchandise sales, and a nonprofit partnership with the Come and See Foundation have powered the series. She also shares insights into Exverus Media’s comprehensive media strategy, detailing how the team successfully drives awareness, viewership, app downloads, and merchandise sales through a mix of channels, including strategic CTV placements, high-impact out-of-home activations, YouTube targeting, and global outreach campaigns. Here are a few things we talked about: * What it takes to market a crowdfunded show to mainstream audiences * Why merchandise is such a powerful funding tool for The Chosen * How Exverus measures success and optimizes across channels * How the team is working to reach new viewers, including women and global audiences Subscribe to the Screen & Sponsor Substack newsletter [https://oliviamorley.substack.com/], your free guide to this podcast. We aim to publish weekly, with extra insights, resources, and curation to help you stay ahead in this space. If you’re working in this space, email Olivia at olivia@fusionfrontmedia.com [olivia@fusionfrontmedia.com]. We’re also looking for advertising partners who share our vision, so don’t hesitate to reach out. Thanks for joining us! Stay updated on the latest insights, new podcast episodes, and everything we’re learning about brand-funded entertainment. Follow us on LinkedIn [https://www.linkedin.com/company/fusionfront-media].