Bose Studios launched last month. But the music company’s entertainment division is the culmination of a strategic shift that has been years in the making.
It already accounts for one-third to 40% of the brand’s marketing, CMO Jim Mollica told Digiday at the Cannes Lions Festival of Creativity last week. He expects that to reach 60-65% by the end of this year or next. The reason, he said, comes down to one question: when was the last great TV ad you saw?
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.