Our Marketing Approach
Big Tent Entertainment was founded on a belief that the existing marketing and licensing models were breaking down under the weight of market-shaking changes. And while these changes can certainly be attributed in part to new technologies, the fundamental driver of the market-wide disruption is people - people just like you and like us here at Big Tent.

People no longer consume media the way they used to. Just look around on any street in any town and you'll see iPods, XM satellite radios, PS2s, and multi-media mobile phones. But it's not just about the way we choose to consume media, it's equally about the brands we choose to consume. We are no longer obedient consumers, following the latest dictates of some multi million dollar ad campaign. In our opinion, the smart marketers are those who eliminate campaigns that view people as objects to be manipulated in favor of a more modern approach; one in which customer and brand are linked together in a two-way relationship.

In terms of the licensing of derivative products, we believe that this activity must be seamlessly linked to the marketing strategy. Here again, a failure to recognize and understand the people who might purchase these products can lead to sub-optimization or, worse, a total failure of the brand beyond its core product.

Brand Discovery and Strategy
In our experience, every truly successful brand, at its very heart, has a compelling story that resonates strongly with certain people. Giving each brand a voice is a big part of what we do everyday. We enjoy and excel at discovering the story that brings a brand to life.

Relationship Management
Another big part of what we do is relationship based. A very big part of each day revolves around dealing with people - our clients, our colleagues, our partners, and our customers. And while we certainly make full use of the latest technology we never let it become a barrier between us and the people we work with. We're not sure who first said it, but we subscribe to the axiom that very little happens from behind a desk. For this reason, you're as likely to find one of us in Hong Kong or Helsinki as in our New York office.