Scott Edwards
EVP, Creative Advertising at Fox Entertainment
Website Address: www.fox.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Scott Edwards from Fox Entertainment. To learn more, check out www.fox.com.
What is the biggest change in marketing that you see coming in the next 2 years?
We’ll likely see significant storytelling trends shift to accommodate platform popularity, attention spans, and consumers’ viewing circumstances.
Are their any trade organizations or groups that you belong to?
On the board of Promax, and a member as well. Also teach marketing for both UCLA Extension and teach short form storytelling for Santa Monica College.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Outside media buyers have greater perspective on the marketplace merely based on their exposure to other clients, buying patterns, media company habits, etc.
What is one tip that you would give when it comes to media planning?
Tailor the creative for the placement!
How does a media buyer stay on top of trends with media placement?
They pay the F attention.
