"When I say entertainment, it's about creating that experience that at the end of the day makes consumers have a relevant experience with the brand," said Ms. Hahn, who assumed the newly created role of exec VP of strategy and entertainment at JWT. "Advertising is entertainment, but entertainment is more."
She pointed to Nike, Starbucks Coffee Co. and Tommy Hilfiger Corp. as good examples. Ms. Hahn worked with Hilfiger when she was VP of the corporate advisory group at William Morris. She helped set up a deal between Hilfiger and New Line Cinema's movie "The Faculty."
The marketer not only provided clothing for the movie, but got in early enough in the script process to act as adviser and even created a new line of apparel.
THE WHOLE EXPERIENCE
In similar ways, Starbucks isn't just about coffee, but the whole social experience of a trip to one of its outlets. Those brands make the right connections with entertainment, she said.
"They understand the power of entertainment and use it to build the power of their brand," she said.
Ms. Hahn is also no stranger to the ad world. She began her career in 1980 at what is now DDB Worldwide, where she rose to become a senior VP. She left the agency after 10 years to work for Pepsi-Cola Co. as director of advertising.
After four years in the beverage business, Ms. Hahn joined Sony Electronics as VP-advertising. That job led to a year of consulting before landing at William Morris.
Ms. Hahn will concentrate first on working with existing JWT clients to incorporate entertainment into their plans, "from Unilever to Kraft to De Beers to Merrill Lynch."
She cited De Beers Consolidated Mines as an example of a company that knows how to leverage its brand. De Beers and JWT worked together to create and promote the idea of the diamond solitaire necklace as must-own jewelry. Actresses and others in the public eye wore the necklaces; eye-catching advertising and promotions later reinforced the "must have" craving with consumers.
"It was a grass-roots idea that filtered up to a larger-scale audience," Ms. Hahn said. "That's what we're going to try to do in figuring out how do we turn brands into things people talk about."
Her view of entertainment is fast becoming a popular one. A new book by Michael Wolf asserts that consumers are now living in -- and fueling -- "The Entertainment Economy." When she started at JWT last month, Ms. Hahn even handed out copies of Mr. Wolf's book to fellow agency staffers to help illustrate her point.
While creating entertainment experiences around brands may be new territory, at least formally, for agencies, Ms. Hahn said she feels they're well positioned