Marketing — BLOCK & TACKLE — Thomas De Napoli

Digital Discipline

Going from Digital Detox to Digital Balance

MarketingThomas De NapoliMarch 7, 2020Coronavirus, NationalDayOfUnplugging, National Day of Unplugging, Digital Detox, Dumbphone, FOMO, Smartphone Addiction

The Power of Showing Up

What we can learn about a new generation that isn’t waiting for the torch to be passed to them

Marketing, VolunteeringThomas De NapoliMarch 7, 2020Super Tuesday, Election, Progressive, Gen Z, Ok Boomer, Greenpoint brooklyn, Kristina Napalatarski, North Brooklyn Progressive Democrats, Nydia Velazquez, Julia Salazar, Anotonio Reynoso, Brand Lander

Commit to Something: Brands in the Era of No Neutral

The PR ordeal that Equinox and Soul Cycle became entangled in this week illustrates the power (and vulnerability) of being a brand that takes a stand on issues that matter to its consumers.

Marketing, StrategyThomas De NapoliAugust 11, 2019Equinox, Boycott, SoulCycle, Stephen Ross, Donald Trump, Cancel Culture, Viacom, LGBTQ, Josh Brown, Ritholtz Wealth Management

3 Takeaways from VidCon 2019

Last week I attended my 3rd VidCon. Here are a few patterns and observations I saw emerging across the community, creator and industry tracks that may serve as indicators for where the social media ecosystem is headed

Strategy, MarketingThomas De NapoliJuly 19, 2019VidCon2019, VidCon, YouTube, TikTok, LilNasX, Old Town Road, Cut.com, Google, Netflix

The "Wild West" Just Got a Little Less Wild...and That's a Good Thing

Unilever’s strategic investment in a leading influencer data platform represents an important brand-led effort to tame the influencer marketing business

Marketing, StrategyThomas De NapoliJune 12, 2019Cannes Lions 2019, Cannes Lions, Unilever, WSJ, Wall Street Journal, Viacom, YouTube, Famebit

Why the Globalization of Content Matters

An unexpected encounter with screaming throngs of Gen Zers brought to life a timely trend about cultivating global cultural awareness, dialogue and inspiration through content.

Strategy, MarketingThomas De NapoliMay 10, 2019Viacom, TXTNYC, TOMORROWXTOGETHER, TXT, kpop, BTS, globalization, korea, south korea, china, asion

3 Industry Trends I Learned from Being a Brand Film Festival Juror

It's been a big week of media conferences and events in NYC including Brandcast, New Fronts and Social Media Week. Here are my takeaways (and links to great work) from one of them, the Brand Film Festival, about the exciting directions the Branded Content business is headed, and how we can get better together.

How Publisher Collaborations Fueled Chipotle's Latest Campaign

Case study about how big companies and startups in the media world can work together to reach bigger audiences, with programming that matters, while making money in the process.

LIT! Won the Adweek Arc Award

Viacom Velocity took home the top honors during the Adweek Arc Awards at SXSW for our work on LIT! Above the Noise for Beats by Dre.

MarketingThomas De NapoliApril 23, 2019SXSW, ADWEEK, SXSW2019, SXSW19, LIT, MTV, Viacom, Dario Spina, Beats, Beats Headphones, Beats by Dre, Dayo Harewood, Elizabeth Carter, Tyler Hissey, Mette Towley

The 1 Thing That Tells Me Facebook is an (Unstoppable)* Juggernaut

Despite bad press, pending government regulation and hot takes by the chattering class, Facebook stock is having an incredible run. But something I saw on the subway the other day is the leading indicator why I think they will be a force for the foreseeable future.

MarketingThomas De NapoliFebruary 14, 2019Facebook, General Assembly, Sales, Marketing, Wall Street, Earnings Report, Stock, Zucked, You'be Been Zucked, Mark Zuckerberg, Instagram, Twitter, Roger McNamee, Regulation, GDPR

Want to Know the (Value-Generating) Future of the Creator Economy: Look to Shonduras

Together with his business partner, Sean Holladay, Shaun McBride is navigating the next phase of his career as a creator through diversification tied to his core competencies.

We Won a Clio!

One year after we pitched LIT to Beats by Dre, we won a Clio together.

MarketingThomas De NapoliFebruary 2, 2019Clio, Beats by Dre, Beats Headphones, Mette Towley, MTV, Viacom, Viacom Velocity, Advertising, Marketing, Awards, Social Media, Branded Content, Content Marketing, Dance, Travel, N.E.R.D., Lemon, Pharrell