Drive profitable brand engagement with millennials.
shift2 helps brands explore their millennial voice using scripted series and social media to sell more of their products and services.
shift2 listens to what Millennial audiences want and engage with them in an authentic way.
Our goal is to create audiences who identify, connect and are informed by a scripted series. Once engaged, we use the cast to bring the audience the brand’s message.
We use creativity, analytical thinking, and social metrics to help brands sell products and gain exposure.
HOW CAN BRANDED ENTERTAINMENT HELP?
Carmilla Case Study
Sponsored by U by Kotex
BRANDED ENTERTAINMENT BLOG
Chief Executive Officer
Kaaren Whitney-Vernon serves as CEO of millennial-focused digital agency shift2. A co-venture with leading production company Shaftesbury and its digital arm, Smokebomb Entertainment, shift2 works with brands to harness the power of video content on YouTube. shift2’s branded entertainment projects include two seasons of the hit YouTube series Carmilla, funded by U By Kotex®; the mysterious V Morgan Is Dead, brought to life by RBC; and both seasons of the fashion-focused series MsLabelled, produced in partnership with Shaw Media and Schick® Quattro for Women® (season 1), and in partnership with Tetley and Matua (season 2), which have generated 22 million views and counting on shift2′s popular VervegirlTV YouTube channel for strong, empowered women aged 13 – 30.
With 15 years experience as CEO of Youth Culture, one of Canada’s largest youth media companies, Kaaren has a proven track record of creating successful millennial-targeted products, including popular lifestyle brand Vervegirl, as well as Trendscan, the premiere research study providing data on marketing to youth in Canada for more than 35 national and international brands. Kaaren has also served as executive producer of The Avenue, the first reality show on YouTube, which garnered over 2.5 million collective views and developed countless loyal fans.
Chairman & CEO, Shaftesbury
One of Canada’s most accomplished producers, Christina Jennings founded Shaftesbury in 1987 and has since built the company into a position of unique strength as a thought leader and innovator of original content for all platforms, including digital arm Smokebomb Entertainment. With offices in Toronto and Los Angeles, Shaftesbury’s slate includes five seasons of The Listener for CTV and Fox International Channels; eight seasons of the top-rated Murdoch Mysteries for Citytv, UKTV, ITV STUDIOS Global Entertainment and CBC; and five seasons of the hit kids series Life with Derek. In 2011, Jennings was a finalist in the Ernst & Young Entrepreneur of the Year Awards. With a view to the future impact of technology on traditional media, Shaftesbury acquired groundbreaking digital media division Smokebomb Entertainment in 2008, and has been a digital content leader in Canada over the past six years. Smokebomb’s storytelling mandate is to create original and convergent media experiences for multipleplatforms. Smokebomb’s “firsts” include creating the first digital short-form scripted series in Canada to migrate to a full-length television series, comedy series Backpackers, now in production for top-five U.S. network The CW; launching the world’s first scripted mobile App series, Totally Amp’d, named a “Killer App” by Wired; and signing a landmark deal with Hulu, which acquired Smokebomb’s full slate of digital series. Smokebomb was also recently selected to create a State of Syn App for Google Glass, which will extend the digital series’ story world into wearable technology.
Christina was featured in a 2016 ET Canada piece called Canada’s Trailblazing Women.
SVP, Creative & Innovation, Smokebomb Entertainment
Jay Bennett is an Emmy award-winning leader in the global digital landscape whose unique creative vision has been appearing on screens of all sizes for almost a decade. Jay has created and produced numerous productions and applications, with a distinct focus on blending storytelling with innovative technologies and social strategies, bringing a 360-degree approach to mainstream audience engagement. As the head of Shaftesbury’s digital media division, Smokebomb Entertainment, Bennett oversees and serves as creative producer on Smokebomb’s slate of original digital and convergent properties. Visit us online at http://www.shaftesbury.ca and http://www.smokebomb.ca.
Lesley is a skilled multi-tasker – taking on all assigned projects with a smile. She has a keen eye for YouTube talent and is great at searching them out. For over a decade, Lesley worked at Youth Culture, one of Canada’s largest youth media companies. Here, she held a variety of roles ranging from Communications to HR, and many in between. She is a very resourceful member of the team and goes the extra mile to make sure that anyone we come in contact is provided with excellent service. She has worked with a diverse number of clients including – RBC, Cotton Inc, Tetley, Matua, P&G; Kimberly Clark; Winners; Walmart; Maybelline; Schick Quattro for Women; S-Trip; Hudson’s Bay; Sony Music; Universal Music and World Vision, among many others.
When she is not working, Lesley is enjoying her family, often in the beauty of Georgian Bay.
Brand Partnership Manager
Tal is a versatile marketer, having straddled the worlds of television production, client services at both creative and experiential agencies, as well as brand partnership marketing at CBC, Canada’s public broadcaster. As the Brand Partnership Manager for shift2, Tal is responsible for a variety of client and show-specific marketing and promotions endeavors, from new business development to client service management. Tal is passionate about finding the sweet spot of creating entertaining and engaging content that is enhanced by successful brand partnerships, ensuring her clients get the most valuable connection to their target audience. Clients include RBC, Kimberly Clark, Schick, Canada Post, Subway, Scotiabank, Kraft, GoDaddy, Natrel, Telus, Herbal Magic, GE, Kohler, Nike, Hamilton Beach and Jeep.
Head, Shaftesbury US
Murphy is head of Shaftesbury U.S., the company’s Los Angeles-based division focused on development for the U.S. market. With more than 15 years experience in television development and production, Murphy previously served as President of Kiefer Sutherland’s Eastside Entertainment, part of 20th Century Fox, where she oversaw development of comedy and drama for television, film and digital media. Prior to that, Murphy was Senior Vice President of Drama Development for UPN, where she developed the USA Network hit In Plain Sight with Mary McCormick and helped develop shows with Sex and the City executive producer Darren Star, Black Hawk Down director Simon West, Dawson’s Creek writer Kevin Williamson and Academy Award winner Diablo Cody. She also supervised the creation, from inception to series, for a variety of shows including Veronica Mars. Before UPN, Murphy served as Senior Vice President during the inception of Regency TV. During her six-year tenure there, she helped create and develop top-rated series including Roswell, Bernie Mac and Malcolm in the Middle. Before joining UPN, Murphy served as Director of Creative Affairs for David E. Kelley Productions, where she contributed to the development and production of series including Chicago Hope, The Practice and Ally McBeal. Murphy is based at Shaftesbury’s Los Angeles office.