As the attentions of the younger and chronically online become harder to pin down, Range Media Partners has announced a new division, Awareness Creation, meant to target younger audiences for clients that run the gamut from entertainment to sports to brands.
The division is led by Kai Gayoso, co-head of Digital at Range, whose clients include Brooklyn Beckham and streamer Valkyrae. The company says that Gayoso leverages his experience working in the creator economy to help Awareness Creation clients like Warner Bros and Applebee’s navigate the ever-changing social platforms to launch marketing campaigns and new projects, with a focus on virality.
“Today’s consumers are more aware of media as a whole, not just the projects themselves but the PR, marketing, and messaging around them, and Range Awareness Creation caters to this new set of media-literate audiences,” says Gayoso in a statement.
Awareness Creation has worked with Apple TV+, Formula E and Neon, as well as Range clients like Ed Berger on his last theatrical release, Conclave. (Awareness Creation sits apart from Range’s broader Digital Marketing division, now called Built for Digital, which is headed by Melissa Mondello and Allegra Salke-Hussey.)
“I worked with Range Awareness Creation multiple times in the last year to augment when I saw an opportunity with specific peripheral audiences that existed outside of our core,” said Christian Parkes, CMO at Neon. Awareness Creation worked with the Oscar-winning outfit on genre offerings Immaculate and Longlegs. Says Parkes, “They’re great for testing themes/concepts that live outside the core campaign but have the opportunity to explode virally.”
Gayoso adds that his division’s “strategies don’t just make audiences aware of these projects, they generate real appetite to go and partake in these cultural events.”
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