Digitas Highlights Media-Fueled Creativity Approach at 2021 NewFront
Panelists discuss the making of digital series “Eat the Book”
This year’s Digitas NewFront focused on “Eat the Book”, a four-part digital series launched in partnership with Hello Sunshine (Reese Witherspoon’s Production Company) and Digitas client KitchenAid.
The series, which has recently been acquired by Condé Nast, is hosted by actress & singer Christina Milian and brings together popular Reese’s Book Club authors with talented female chefs who use KitchenAid cookware and appliances to create mouth-watering meals inspired by books.
The NewFront panelists reveal the process, innovation, and Media-Fueled Creativity approach that leads to impactful content collaborations between brands, media companies, creators, and agencies.
“Eat the Book” builds on KitchenAid’s continual investment in long-form content and its close partnership with Digitas:
In 2020 KitchenAid worked with Digitas, Vox Creative and Ventureland to produce A Woman’s Place, a documentary film that debuted exclusively on Hulu. Directed by Academy Award Winner Rayka Zehtabchi, the film provided a provocative and honest look at the biases and barriers women face in the culinary industry through the stories of three inspiring chefs.
“We’re proud to partner with KitchenAid and bring Digitas’ Media-Fueled Creativity approach to life with “Eat the Book”, a series that drives the brand’s ethos of providing possibility in the kitchen and pushes storytelling innovation to reach consumers at the intersection of cooking and literature." - Mark Book, Head of Content, Digitas
Digitas & the NewFront: Founder & Marketplace Leader
Digitas created the first NewFront in 2008 to give clients an informed point of view on the burgeoning digital content space and challenge the supremacy of TV and the Upfront.
2021 marks Digitas’ 14th NewFront and second virtual NewFront; Digitas remains the only agency to host a NewFront; Digitas coined the name, owns the trademark, and helped ignite the digital content marketplace: In 2008 video ad spend in the US was $730 million; in 2021 it is expected to reach $44.91B (source: eMarketer, 10/2020).
