Written by Deborah Lawal, consultant in transformation of experience at Accenture and part of the Digilearning 2025 cohort, this article is part of the possible special coverage of the drum with Digilearning. A panel with Amazon, Adobe, and now it explores how the Z generation resumes entertainment and how brands adapt the narration to platforms that now resemble television only to social flows.
For marketing specialists, the border between content and trade has almost disappeared. Today’s public – in particular generation Z – does not only consume the media, they live there. In Possible in Miami, a panel of Amazon, Adobe, now and UTA entertainment marketing leaders has broken up how creators, culture and trade are transformed into a single media ecosystem – and why brands must go from interruption of entertainment to become.
The discussion, hosted by Ziad Ahmed, responsible for the next generation, United Talent Agency, brought together Amy Powell (Manager of Entertainment Marketing at Amazon), Lexi Riegelraint (Senior Entertainment Director + Cultural Marketing at Adobe) and Michael Vientino (editor -in -chief at now) to explore how traditional marketing is transformed.
Powell presented “Celebrity substitute”, a series of short content produced for Amazon which presents the Amazon celebrities wishes. The show, hosted by Julian Shapiro-Barnum of “Remuge Therapy”, illustrates the way in which the values of the brand can be woven in an organic way in entertainment.
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“Young viewers want to be able to see entertaining content that does not interrupt what they are doing,” said Powell. “We intentionally try to reveal the brand as it does in real life.” She also underlines how feelings are linked to experiences and aim to create content that draws there.
Riegelraint highlighted Adobe’s strategy to draw from affinity marketing by collaborating with creators who already use their products. She noted that even if Mega-Talent attracts attention, it is the talent of intermediate level that really engages with the public.
“I do not think that it is also different from what we were doing before. We were still trying to be storytellers,” said Riegelraint. “I think right now, we just have more opportunities than we never had before.”
Valentino explained how it pivoted to create programs specifically for women of generation Z on social platforms. Their program “Is that okay?” won more than 500,000 subscribers in just four months, attracting major brand sponsors and famous guests who try to work with them like Lizzo.
“When you work with brand partners, we want to make sure that it is no longer an integration. It’s done. Everything is a question of elevation,” said Valentino. “Influencers are something in the past. Now you want creators who shape a whole world.”
Panelists have agreed that successful content transcends demographic limits. Although generation Z can be the initial target, good content ultimately reaches a wider audience on different platforms.
“Social media is the catalyst so that these conversations begin. And then from there, we try to create pop culture,” said Valentino, noting how the content that starts on social platforms is often taken up by traditional media.
Med concluded that the distinction between social media and traditional media has largely disappeared. “It is not a question of” do you want to reach generation Z “, it’s a question of” do you want to be relevant “. And if you want to be relevant, you have to create content,” he said.
The point to remember key: brands must focus on the creation of authentic and entertaining content that naturally integrates into consumer life rather than interrupting it – a strategy that turns out to be able to attract attention not only from generation Z, but also of the public through generations.
Ziad puts an end to the conversation with a controversial statement, declaring that “he does not think that social media still exists. 10% of people create 80% content, which means that the vast majority of us scroll through our phones who look at creators of professional content … Therefore, what we see in the media. Don’t feel good.
Gen Z does not choose between platforms – they transform each platform into television. The Viral Tiktok series is now competing with traditional programs, proving that content – not the canal – attracts attention. For marketing specialists, this means that narration must adapt to a unified media system. But this change does not only concern generation Z; These are all those who seek meaning, escape and emotion in the content, wherever they find it.