As senior vp corporate marketing at Hewlett-Packard, Allison Johnson is responsible for advertising, brand management, sponsorships, events and media relations. She recently drove HP's successful joint consumer marketing initiatives with DreamWorks for the upcoming movie "Shark Tale", and she has worked with Starbucks and Apple Computer to establish footholds in music for HP. She also oversaw the promotional marketing campaign surrounding the launch of the HP/Walt Disney Co. co-creation Mission: SPACE, a new high-tech attraction at EPCOT. In advance of her scheduled keynote address at the Digital Hollywood conference Monday, she spoke with The Hollywood Reporter. The Hollywood Reporter: HP does marketing initiatives with DreamWorks on such movies as "Shrek 2" and "Shark Tale". What do you get out of them? Allison Johnson: Lots of visibility in the family entertainment realm. It's obviously important -- since many of these films are produced on HP systems -- to be affiliated with terrific films. The Venice film festival is actually previewing "Shark Tale" on our new, what I call, mobile movie boombox, so there are opportunities for us to co-promote other parts of our (product) portfolio.
- 9/25/2004
- The Hollywood Reporter - Movie News
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