objectives

Marvel Entertainment retained DKC in 2003 to elevate the perception of the company from a comic book publisher to a leading global entertainment powerhouse and burgeoning Hollywood studio. DKC was also charged with heightening mainstream interest in and awareness of the comic book division.

strategy

DKC has developed and implemented a multi-layered media relations effort focused on industry, business and mainstream consumer press.

As part of the ongoing image campaign, DKC launched Marvel’s innovative film financing deal that would transform the company into a studio able to produce its own movie slate. The strategy included a Wall Street Journal “Marketplace” cover story, followed by a media blitz that produced hundreds of  stories reinforcing the uniqueness of the deal and new positioning of the company.

DKC has developed numerous industry feature opportunities to position Marvel as an entertainment/intellectual property powerhouse and has made its executives among some of the most sought-after industry experts.

For the comic book division, DKC evaluated the release line-up and recommended titles/mini-series that could break out beyond the niche comic reader.  Campaigns such as Marvel: Civil War and events including The Death of Captain America, became cultural phenomena.

In advance of Barack Obama’s inauguration in January 2009, DKC recommended the creation of a special edition comic book featuring Spiderman meeting Obama. The special inauguration edition of Spiderman was a massive mainstream success, resulting in over 1,000 television segments, including the “Today Show” and “Nightline” as well as all major newspapers such as USA Today, The New York Times, and Wall Street Journal.

result highlights

DKC’s public relations efforts produced mainstream features in outlets ranging from The New York Times and USA Today, to “Nightline,” NPR and “The Colbert Report.” 

The tremendous media coverage surrounding these campaigns significantly elevated traditional comic book sales and was successful in elevating the public perception of Marvel Entertainment.