Mark Ingrouille recently collaborated with Mumbrella Asia to give readers a 24-hour look into his life as the EVP for International Operations at Thoughtful Media. From getting woken up by his cat to reviewing campaigns with multinational companies to communicating with coworkers around the globe, get a glimpse into Mark’s daily activities here:
Thoughtful Media Group (TMG) officially launched its Thailand operation in late February 2015, the company’s third major market to date after the U.S. and China, and monthly views for the Thoughtful network in Thailand passed 200 million views per month by the end of 2015.
Thoughtful Media (www.thoughtfulmedia.com) is a global multi-channel network (MCN) operating across YouTube. The LA-based entertainment company creates, maintains and aggregates online video channels that have unique, highly engaged and engageable audiences, helping the world’s leading brands effectively reach these audiences.
Globally, TMG’s multichannel network delivers nearly 400 million views across Asia through its creators’ legions of fans and followers across several categories including fashion & beauty, gaming & sports, music, comedy, lifestyle, and micro-films & web dramas.
In Thailand, TMG already has signed more than 430 channels, delivering nearly 200 million views per month on YouTube. The company’s office in Bangkok’s Thonglor creative district, is Thoughtful’s first in Southeast Asia and is led by Managing Director Somyot Chairat, formerly head of McCann, Publicis and Starcom in Thailand, a key growth market for TMG.
TMG is the largest MCN in Thailand, with its team in Bangkok focused on recruiting new channels into the network, delivering branded content solutions for advertisers and leading expansion into other markets in the region such as Vietnam, the Philippines, Indonesia, Malaysia and Singapore yet this year.
Thoughtful’s EVP, International Operations Mark Ingrouille, also plays a key role in the company’s Southeast Asian expansion plans. Previously, he led McCann Worldgroup and Publicis in Southeast Asia and has significant experience in Thailand, Singapore and other markets.
TMG officially unveiled its new office with a press conference on February 26, 2015, followed by a star-studded party attended by leading marketers and ad agency executives as well as the kingdom’s leading online video content creators.
Thoughtful’s approach is different from other MCN’s, which tend to operate on a centralized structure, Mr. Ingrouille said. “With things moving swiftly in our Los Angeles headquarters, it became rapidly apparent that demand was high in the market for a high-quality multichannel network, with operations based on the ground in order to provide a full-service operation not just for the talented creators, but to help marketers in the country harness their appeal.”
Marketers including such as Vitamilk and Air New Zealand have already worked with TMG’s Thai channels and Lionsgate used Thoughtful to promote its recent movie “Mortdecai” starring Johnny Depp and Gwyneth Paltrow within its Thai, Vietnam and Philippines audience network.
“Normally, I’d say it’s been a roller-coaster ride achieving this level of activity, but it hasn’t. It’s been a rocket-ship ride, so fast has been our development in the market and it’s accelerating. Serious marketers are demanding ever more efficacy from their stretched budgets. With our endorsed and integrated products delivering at least ten times the value of standard advertising, our biggest problem is going to be keeping up with demand,” Mr. Ingrouille added.
“The launch of Thoughtful Thailand will be a new dimension for Thailand’s digital advertising industry,” said Sama Supapand, managing director of the Bangkok ad agency Digitive.
Major advertisers are fueling a trend in emerging markets that’s already proven itself to be valuable, viable and scalable, said Jak Severson, TMG’s CEO. “As ad budgets shift to digital video, waves of talented entertainers are rising to participate in a process that’s already made a lot of seemingly ordinary kids with cameras extraordinarily wealthy and famous.”
Beyond Southeast Asia, Thoughtful Media Group has plans to expand into the U.K. and Australia. The company was established by veterans of the entertainment and media industries who pioneered the term “branded entertainment” in 2003, with the first of tens of millions of advertisers to be directed at in-program scripted and unscripted television branding. Learn more about TMG at www.thoughtfulmedia.com.
(Original article revised on February 18, 2016)
Thoughtful Media Group (TMG), an LA-based entertainment company operating in the U.S. and Asia, topped 750 million views in January 2016.
This growth was powered by increased views in new markets such as Vietnam and Thailand.
In China, meanwhile, TMG broke the 300 million views milestone in January 2016, representing significant growth from average monthly views of 10 million in June 2014. TMG Originals, the company’s multichannel network in China (www.TMGoriginals.com) now has over 1000 creators in China in its stable of up-and-coming stars.
Globally, TMG’s multichannel network is the exclusive partner of over 2,300 online video content creators, up from about 2000 six months ago. TMG’s creators engage large audiences of fans and followers across several categories including fashion & beauty, gaming & sports, music, comedy, lifestyle, and micro-films & web dramas.
“Major advertisers are fueling a trend in emerging markets that’s already proven itself to be valuable, viable and scalable,” said Jak Severson, TMG’s CEO. “As ad budgets shift to digital video, waves of talented entertainers are rising to participate in a process that’s already made a lot of seemingly ordinary kids with cameras extraordinarily wealthy and famous.”
(Original article revised on February 19, 2016)
LOS ANGELES (November 24,2014) — Air New Zealand’s new in-flight safety video was the top-ranked branded video on YouTube during October 2014, thanks to marketing support from Thoughtful Media Group’s (TMG) creator base around the world.
Dubbed “The Most Epic Safety Video Ever Made,” the video was created with help from some of the team behind the “Hobbit” film trilogy and even includes a few appearances from cast members like Elijah Wood, Sylvester McCoy and Dean O’Gorman.
The actors all help explain airline safety in just about the most epic way possible—there’s an orc, a giant eagle, a wizard, elves, dwarves, a battle scene and an appearance by Peter Jackson, director of both “The Hobbit” and “Lord of the Rings” trilogies. Much of the video also unfolds over the Middle Earth locations seen in the films.
Air New Zealand tapped TMG’s Los Angeles office to promote the video through the use of nearly 150 popular creators, who helped draw awareness amongst millions of YouTube fans across the US, Canada, Europe and Asia. The campaign was shared and showcased across the myriad of social platforms and fan bases in TMG’s extensive network of high-profile creators and social influencers, far surpassing Air New Zealand’s objectives.
“We knew the Air New Zealand video was a winner from the first press of the play button. Our challenge was to make sure the rest of the world had a chance to sample it and understand the brand and its objectives,” said TMG’s CEO Jak Severson.
The ten-day campaign quickly rose to trending topic status across YouTube and Facebook, driving, at points, hundreds of thousands of views per hour.
“Our creators pulled out all the stops to make sure that their millions of fans also saw the value, shared and socialized two unique brand assets together in a way that made people want to go further and associate Air New Zealand with such a popular entertainment influence as ‘The Hobbit’ and its relationship to New Zealand as Middle Earth. We are thrilled with the results,” Mr. Severson added.
20 MAY 2015, LOS ANGELES, USA
Thoughtful Media Group, a global multi-channel network (MCN) with offices in Los Angeles, Shanghai and Bangkok, has closed a convertible round of financing totaling $8 million from investors across the US, Europe and Asia ahead of a Series B offering planned for later this year. The combined funds will further Thoughtful’s push into emerging markets and advertising segments around the world.
Thoughtful Media Group, a global multi-channel network (MCN) with offices in Los Angeles, Shanghai and Bangkok, today announced it has closed a convertible round of financing totaling $8 million.
The investment, which was over-subscribed by $2 million by investors across the U.S., Europe and Asia, signals continued enthusiasm for Thoughtful’s leading role in emerging markets. The announcement also comes as the company releases new technology in China, allowing its nearly 1000 Chinese digital content creators to easily distribute videos across all of that country's video player platforms.
Thoughtful maintains a dominant market share in China as an MCN, with an estimated one-third of all user-generated content creators belonging to its rapidly growing China network. The company has also been expanding across Southeast Asia, occupying a large presence in Vietnam and in Thailand, where it recently opened an office in Bangkok. Its U.S. operation, which spun out a unit in April to service political campaigns in advance of the 2016 U.S. election, will achieve profitability during this quarter.
“By focusing mutually on technology in China, trend-setting in emerging markets where multinational advertisers are increasing investment spending and by using small and medium-sized content creators to provide influence for political campaigns in the U.S., we feel we are in a strong position to grow responsibly with an eye towards profits and diversification,” said Jak Severson, Thoughtful’s CEO. “Digital content creators continue to drive some of the most significant media results in the world today for marketers, campaigns, candidates and causes.”
The $8 million debt financing will convert into its Series B offering planned for later this year. The combined funds will further Thoughtful’s push into emerging markets and advertising segments around the world.
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