You will be redirected back to your article in seconds

Oscar Hopeful Nick Reed Launching Contagious as YouTube Specialist (EXCLUSIVE)

Agent-turned-producer Nick Reed will find out Sunday if he’s an Oscar winner for his short documentary “The Lady in Number 6 — Music Saved My Life.”

To market the film about Holocaust survivor Alice Herz-Sommer (pictured above), Reed turned to YouTube, where the video clips have over 1 million views. That led to the formation of Contagious, touted as the first full service brand agency to focus exclusively on YouTube.

Reed worked for two decades at ICM and became head of the motion picture literary department before leaving in 2010. He decided at the 2011 Academy Awards to try making a documentary and settled on Herz-Sommer, who died Feb. 23 at the age of 110.

Netflix acquired the U.S. rights to “The Lady in Number 6” (pictured) this week.

Reed told Variety that as a result of working with Cameron Manwaring on promoting the documentary, he saw the power of YouTube as the future platform for brand engagement — leading to Thursday’s official launch with Manwaring and former Omincom executive Tim Staples.

“What I discovered is that YouTube is a real community,” Reed said. “Kids are now living on it.”

Reed brings expertise in Hollywood/traditional media while Manwaring specializes in digital media/YouTube and Staples supplies the know-how in branding/marketing. The trio began with a soft launch was in October with viral videos for clients Turkish Airlines (136 million views for an ad starring Kobe Bryant and Lionel Messi) and Poo Pourri (23 million views).

Other brands include Flyboard, Nvidia, Devinsupertramp and Kurt Hugo Schneider. The basic idea is to reach 16-to-34 year olds by tailoring content specifically for YouTube and distributing that content so as to increase its “shareability” across social and traditional media platforms.

“Placing an ad on television is becoming obsolete,” said Manwaring. “We know the secret to future brand success and visibility is creating video content specifically for YouTube, where the whole world can see and engage with your content.”


More Digital

  • FilMart: Viu Uploads 'No Sleep, No

    FilMart: Viu Uploads 'No Sleep, No FOMO' Reality Show for Millennials

    “No Sleep No FOMO” is an eight-episode pan-regional travelog show that Asian streaming firm Viu hopes will help it win over more millennial generation audiences. It harnesses the potential of local social media celebrities and their 12 million followers. The show features “Running Man” star Kim Jong-kook, Korean musician Eric Nam and Singapore actor Paul [...]

  • ‘Wonder Park’ Tops Studios’ TV Ad

    ‘Wonder Park’ Tops Studios’ TV Ad Spending for the Fourth Week in a Row

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Paramount Pictures claims the top spot in spending for the fourth week in row with “Wonder Park.” Ads placed for the animated film had an estimated media value of $5.18 million through Sunday for 1,718 national [...]

  • Chinese Tech Firm Huawei Seeks Content

    Beleaguered Chinese Tech Firm Huawei Seeks Content for Expansion Into Southeast Asia

    One of the most surprising first-time attendees at FilMart is Chinese tech giant Huawei, which has come to Hong Kong to acquire the video content it needs to support its strategy of expansion into Southeast Asia. The company is currently embroiled in a PR nightmare as it defends itself against accusations that its equipment could [...]

  • Canadian Animation Shop Guru Studio Makes

    Canadian Animation Shop Guru Studio Makes Moves in China

    Guru Studio, an award-winning Toronto-based studio, is keen to get a slice of China’s animation market, which has been growing quickly. “China has the single biggest TV audience in the world and is the second big economy. It’s a natural move for us to build a brand in China,” said Louise Jones, Guru VP of [...]

  • Netflix's Newest Interactive Animated Kids Show

    Netflix Announces New Interactive Animated Kids Show 'Battle Kitty'

    Netflix is doubling down on interactive content for kids. The streaming service announced a new interactive animated show on Tuesday dubbed “Battle Kitty” from Matt Layzell. The company didn’t share a premiere date for the show yet. “Netflix has given me the incredible opportunity to help change how young people see themselves,” said Layzell. “Like [...]

  • stream march madness 2019 online free

    NCAA Tournament: How to Stream March Madness Online

    The rankings are in, and the 68-team field is set. March Madness is officially upon us, and if you want to catch the action from home, from the office, or on-the-go, there are a couple ways to stream March Madness online for free. The first game kicks off today, and the tournament runs until April [...]

  • Google Stream Detailed, Named Stadia

    Google's Stadia Aims to Turn Any Screen Into a Powerful Gaming Console

    Stadia is Google’s game streaming service that is designed to let you play high-end games on most modern screens — be they phone, laptop, tablet, computer or TV — with very little download time and no loss of fidelity, the company announced Tuesday at the Game Developers Conference. The service is launching in 2019. Cost [...]

More From Our Brands

Access exclusive content