Digital Cinema Media (DCM) has announced the creation of a new Events & Activations team to continue to improve its offering within the cinema and wider AV advertising sector. Anastasia Takis has been promoted to the newly-created role of Head of Events & Activations and will lead the department of four.

The new Events & Activations team’s remit will be to develop this fast-growing area of the DCM business, which covers both B2C and B2B activity. Over the past year, DCM has experienced increasing demand for cinema activations and the new department will allow the company to continue providing a premium level of service to its agency partners and clients.

DCM has consistently worked on innovative B2C campaigns across 2016, extending the cinema experience beyond the big screen and demonstrating the full potential of the space. Some of the projects completed last year include a Picturehouse Pop-Up cinema programme branded by beer brand, Leffe, as well as cinema seasons at Curzon with sponsors such as Audi. The new department will work closely with the Sales team, taking the lead on the planning and execution of such projects.

Other notable campaigns include Smart Energy GB’s live ad stunt, Breaking Through the Screen, that saw the chaotic nature of brand characters, Gaz & Leccy, brought to life in front of an audience at Picturehouse Central to inform the public about a nationwide smart meter rollout. Airbnb’s innovative 37 Degrees ‘Live There’ campaign also involved working with global client and production partners to bring an innovative split- screen creative to the big screen.

With almost a decade of experience at DCM, Anastasia Takis has worked across the Sales, Innovations and Marketing teams. For the last four years, she has been responsible for heading up a market-leading B2B events programme, including DCM’s monthly Film Club, the annual Digital Cinema Media Awards, in partnership with Haymarket, and the company’s annual Upfronts and Introduction to Cinema events. She has also overseen the increasing demand for bespoke client and agency screenings and events, working with the huge variety of cinema venues represented by DCM across the UK.

While Anastasia will continue to report into Zoe Jones, Marketing & Insight Director, she will also work even more closely with DCM’s Sales Director, Davina Barker, and Exhibition Director, Steven Davis, to ensure the Events & Activations team works in close partnership with the Sales and Exhibition teams, from brief to delivery.

Zoe Jones, Marketing and Insight Director at DCM, said: “Cinema advertising has experienced significant growth over the last two years. Our ability to provide impact as part of integrated AV campaigns, combined with the unique events and activations space within cinema venues offers our clients access to undistracted and hard-to- reach audiences looking to be entertained. I’m delighted that we have been able to promote someone with Ana’s talent, passion and experience to work with our Sales team to drive this fast-growing area of the business.”

Anastasia Takis, Head of Events and Activations at DCM, added: “Since starting my adventure in cinema all those years ago, so much has changed in media and advertising, most notably DCM’s switch to digital in 2012. The company continues to evolve at a rapid rate and I’m very excited to be leading the latest development as Head of Events & Activations.”

About Digital Cinema Media
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing 3,453 screens at 517 sites for advertisers. DCM sells 83% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon, Everyman, Picturehouse Cinemas and many other leading independent cinemas.

The power of cinema is its ability to reach and engage audiences with no distractions. The biggest screen, a dark room, the best sound and impactful content means cinemagoers are engaged and ready to be told stories, so brands have an unrivalled opportunity to entertain and connect with them.

In the last few years, cinema advertising has also become easier to plan and buy, becoming more flexible and even more affordable, with shorter production lead times and improved sound and picture quality.