What's Happening?
Home Brew, a digital marketing and creative agency specializing in the entertainment sector, has rebranded as Your Name In Lights and is now operating under the MDRN Logic umbrella. This strategic move aims to expand the agency's capabilities and service
offerings within the broader creative ecosystem of MDRN Logic, which is part of the Terry Hines & Associates agency network. Your Name In Lights has a proven track record of creating culturally relevant digital campaigns for major entertainment companies, including ABC, FX, HBO Max, Paramount Pictures, Universal Pictures, and Warner Bros., and has received accolades such as Clios Entertainment, Shorty Awards, and The Webby Awards. Jared Cohen, President of Your Name In Lights and a former Sony Pictures executive with 16 years of experience, will oversee the division. Angie Behm, VP, Digital & Social, Entertainment, will lead account management, and Jennifer Johns, VP, Business Development, will focus on client partnerships and growth.
Why It's Important?
This rebranding and integration into MDRN Logic signifies a strategic consolidation within the entertainment digital marketing landscape. For Your Name In Lights, it means access to a larger network and expanded resources, allowing them to enhance their digital-first approach and creative expertise for film and TV campaigns. For MDRN Logic and Terry Hines & Associates, it strengthens their portfolio by adding a highly awarded agency with deep experience in connecting entertainment brands with audiences through innovative social media marketing. This move is crucial in an industry increasingly reliant on digital engagement and culturally relevant campaigns to capture audience attention. The combined entity is better positioned to serve major studios and networks, offering comprehensive solutions that drive conversation and build lasting legacies for entertainment properties. This development reflects the growing importance of specialized digital marketing in the competitive entertainment market.
What's Next?
Your Name In Lights will continue to operate under the MDRN Logic umbrella, focusing on creating digital campaigns for film and television that resonate with audiences. The agency plans to leverage its new relationship with MDRN Logic to offer clients even more creative capabilities and opportunities. President Jared Cohen, along with Angie Behm and Jennifer Johns, will lead the agency's efforts in account management, business development, and expanding client partnerships. The agency will maintain its commitment to fan-forward strategy and innovative social media marketing, aiming to put clients and their brands at the center of culture. This integration is expected to foster new opportunities for collaboration and growth within the Terry Hines & Associates network, further solidifying its position as a key player in entertainment marketing.
Beyond the Headlines
The rebranding of Home Brew to Your Name In Lights and its integration into MDRN Logic highlights a broader industry trend towards specialized, digitally-focused marketing within the entertainment sector. In an era where audience engagement is increasingly fragmented across various digital platforms, agencies that can craft culturally relevant and innovative social media campaigns are highly valued. This consolidation suggests that larger marketing networks are seeking to acquire niche expertise to offer more comprehensive solutions to their entertainment clients. The emphasis on 'fan-forward strategy' and 'digital-first campaigns' underscores the shift from traditional advertising to more interactive and community-driven marketing approaches. This evolution is critical for studios and networks looking to cut through the noise and connect with diverse audiences in meaningful ways, ultimately influencing viewership, box office success, and streaming subscriptions.
