In 2015, Carly Potock + Charlene Tassinari founded YouTube’s first brand strategy team for small-to-medium businesses. Their insights-driven methodology was delivered to 500+ brands globally through client workshops and industry events, including Google’s annual CMO Academy, hosted in partnership with Columbia Business School.
After working closely with marketers around the world for three years, Charlene and Carly saw a common challenge emerge for brands large and small in achieving success on YouTube. They needed access to nimble, affordable and high-quality video creative in order to truly unlock the power of digital video. With this new problem to solve, they pivoted the team in 2018 to building first-of-kind video production solutions for YouTube’s customers. They developed creative tools in partnership with the YouTube Product team and formed industry relationships to launch Google's first video production partnership program called the YouTube Creative Directory.
In 2020, Charlene and Carly founded Canvas+Co to help more brands succeed in a video-first world. Using their 25+ years of marketing experience, they help clients master the art and science of building effective cross-platform video strategies that earn consumer attention, translate seamlessly across formats, and drive performance.
Carly Potock’s Session(s):
11:45 am–12:30 pm PDT — Thursday, October 29, 2020
Earning your customer’s attention is everything. Nothing can be achieved without it. Only once you’ve captured it can you ask someone to share, subscribe, or buy. (And winning attention is hard to do when a person is scrolling through 300 feet of mobile content per day). Video as a creative medium is unparalleled in its ability to grab attention, build brand love, and drive action. This session teaches marketers to build strategies that stop-the-scroll by: