Principals

Ester Lubetich

EP | Principal

Matt Lubetich

Producer | Strategy & Innovation

How we SEE the world

Entertainment Programming vs. Marcom: Different Purposes, Shared Goals

At Evening Sea, we understand that while entertainment programming and marketing communications (marcom) may serve distinct purposes, they are driven by similar principles. Both types of content are designed to captivate and engage an audience, but the way they achieve this differs:

• Entertainment Programming: Primarily focused on storytelling, entertainment content is designed to immerse and entertain viewers. In today's world, it regularly answers to the creative vision of studio executives or distribution platform decision-makers, whose focus is on quality, audience retention, and profitability through engagement.

• Marketing Communications: Marcom content, on the other hand, is goal-oriented and built to convey a brand’s message, generate leads, drive customer action, or inform internal & external stakeholders. It serves the objectives of agency executives or SME/startup internal marketing teams who focus on brand positioning, conversion rates, and market reach.

Despite their different end goals, both sectors aim to create content that resonates deeply with their audience. At Evening Sea, we leverage the strengths of each sector to inform the other. We apply the narrative depth and emotional engagement of entertainment programming to marcom campaigns, making marketing and internal messages more compelling and relatable. Likewise, we use the strategic discipline and brand focus of marcom to enhance entertainment projects, ensuring they are not only creative but also market-ready.

This unique ability to straddle both worlds sets us apart from traditional entertainment studios and Fortune 500 ad agencies, which often silo entertainment and marcom content. At Evening Sea, we believe these two sectors and their creators can—and should—coexist harmoniously, each enhancing the other to deliver results that exceed expectations.