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AMA in the PM: It's a Barbie World: How Smart marketing Made the Barbie Movie

AMA in the PM: It’s a Barbie World: How Smart Marketing Made the Barbie Movie

January 30, 2024 |
4 minute read

In 2023, the Barbie movie created a cultural phenomenon, and the results were marketing magic.

We were all seeing hot pink (Barbie Pink – Pantone 219-C, to be exact). Its marketing strategy was intentional and tactful, relying on its iconic and distinguishable brand elements to create curiosity and engagement with its audiences. To bring a fresh approach to a live-action Barbie movie, the promotional strategy focused on marketing to key demographics, collaborating with hundreds of brands, and capturing core audiences through experiential marketing. It reaffirmed that strategic marketing is smart marketing that can catapult critical success. But, you don’t have a marketing budget or a brand identity like Barbie, don’t worry, we’ve got you covered.

In this AMA in the PM session, you’ll hear from our panel of experts on how paid, earned, and brand partnerships used in the Barbie movie promotion can be applied to your own marketing strategies.

Key takeaways include:

  • Developing enthusiasm around your brand that will attract other brands to make great collaborations
  • Determining how to leverage different media channels to reach diverse segments of a broad target audience
  • Uncovering the value of experiential and influencer marketing, and how earned and paid media are a perfect pairing
  • Learning how to be open to unconventional ideas that can be beneficial to your brand
  • Recognizing the power of the woman consumer and where that has played out in other brands and campaigns

Event Details
Tuesday, January 30, 2024 | 6:00 – 8:00 pm
Media Works | 1425 Clarkview Road, Suite 500 | Baltimore, MD 21209
Pink attire highly encouraged!

Event Schedule
6:00 – 6:30 pm | Registration and Networking
6:30 – 7:30 pm | Presentation and Q&A
7:30 – 8:00 pm | Networking

Ticket sales will end two hours prior to the event’s start time. Non-members rate will increase 24 hours before the event.

Many thanks to our event partner, Media Works!

Meet the Moderator

Beth CyphersBeth Cyphers
Vice President, Media Works
Beth serves as a Vice President at Media Works, where she has worked for almost 15 years. In her role, she serves as a trusted advisor to clients, navigating the dynamic media landscape, helping them strategically connect with their target audience & achieve their goals.  Beyond client interactions, she also helps guide the agency on emerging trends, best practices & media negotiations. Beth’s experience spans diverse verticals including Utility, Higher Education, Automotive, Lottery and B2B. She currently serves on the board for the American Advertising Federation Baltimore.

Meet the Panel

Amy Burke FriedmanAmy Burke Friedman
Owner/CEO, Profiles

Amy Burke Friedman is a seasoned strategic communications professional and owner/CEO of the Baltimore-based public relations firm PROFILES. With 20+ years of experience, she has a proven track record of developing successful marketing and PR strategies for clients, including the Waterfront Partnership of Baltimore, National Aquarium, T. Rowe Price, the Greater Baltimore Committee and others. Amy has received industry recognition, most recently being named one of The Baltimore Sun’s “Women to Watch” in 2023. A dedicated advocate for Baltimore, she actively supports organizations such as the Greater Baltimore Cultural Alliance, the Mayor’s Arts & Culture Advisory Committee, and The Associated’s Jewish Professional Women network. Amy is a native of Baltimore City, a resident of Towson, Maryland, and a graduate of the University of Maryland, College Park. She continues to shape Baltimore’s future while helping clients achieve their goals.

Michele SelbyMichele Selby
President, Media Works

Michele joined Media Works 18 years ago, after working 20 years at a full-service agency in Baltimore.  She has a wealth of experience working with clients in many different sectors including retail, travel, healthcare, education, automotive and B2B. Michele actively manages and runs the day-to-day operations of Media Works while being passionate about service to her clients. She understands the importance of tracking media spend, connection and results. Michele believes that to stay connected within this dynamic industry, she must actively work on accounts, as well as immerse herself in new media trends.

Missy WalkerMissy Walker
Fractional Chief Marketing Officer Consultant, Chief Outsiders

As a fractional Chief Marketing Officer at Chief Outsiders, a leading CXO consultancy, Missy brings decades of experience and passion developing brand platforms, and creating strategic, measurable, and effective full-funnel marketing programs for clients in the Telco, Higher Education, Retail, and B2B SaaS verticals. She is as passionate about purpose and positioning as she is about performance and is a firm believer that magic and growth lies at the intersection of the three. Prior to her consulting role, Missy held leadership positions at Aol, Sprint, Strategic Education and Adtalem.


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