Project Overview
Result: AdAge (three times), Axios, CNBC, Forbes and Reuters within 30 days, after the previous firm landed none. Kartel AI makes AI-powered creative production for brands. We worked together in 2026 on the appointment of Kevin Reilly, former head of HBO Max and FOX, as CEO. That announcement also ran in Deadline, Variety, The Hollywood Reporter and CBS Sunday Morning.
Challenge
Though AI had become one of the most discussed topics in Hollywood, the conversation was polarized: half hype, half fear. Kartel needed to break through the noise with a message that positioned AI not as a threat to creativity—but as its multiplier.
Key challenges:
AI fatigue across media—tech and entertainment journalists skeptical of “AI creative studios.”
Crowded news landscape during Q4, with major entertainment and tech announcements competing for attention.
A messaging gap between the culture of Hollywood studios and the language of AI startups.
Ditto’s task was to elevate Kartel above the typical “AI content” narrative and instead frame it as a new model for the industry — credible, artistic, and led by someone with the track record to prove it.
Ditto built a narrative that centered Kartel as the breakthrough story in the convergence of AI and entertainment:
Kevin Reilly as a category-defining hire: one of Hollywood’s first major executives to lead an AI creative company.
AI as augmentation, not automation: positioning Kartel as human-led, artist-driven, and machine-enhanced.
A new creative model for the AI era: the “post-studio studio” that blends artistic leadership with cutting-edge production tools.
This framing became the foundation for the press release, media outreach, and Kevin’s thought leadership.
Approach
Exclusive Interview Strategy
We identified the ideal outlet to break the news with maximum credibility and impact, pitching an exclusive to top entertainment reporters. The exclusive offered early access to Kevin and the Kartel story, ensuring the announcement debuted as a major entertainment industry event—not just a tech update.
Embargoed Media Outreach
Once the exclusive slot was secured, Ditto conducted broad embargoed outreach to tier-1 outlets across entertainment, tech, AI, and advertising.
Outlets received embargoed materials but no additional interviews, reinforcing the exclusivity and positioning Kartel as a high-demand story.
Announcement Day Activation
On launch day, Ditto:
Released the news via PR Newswire at 9 a.m. ET.
Conducted day-of outreach to amplify the story across trades and national outlets.
Coordinated interview scheduling, prepared Kevin for conversations with top reporters, and ensured messaging consistency.
Drafted social copy for Kevin and Kartel to spotlight exclusive coverage and drive visibility.
Post-Launch Momentum
After the announcement, Ditto extended the visibility window with:
Ongoing follow-ups to target reporters.
Securing additional interviews and commentary opportunities.
Threading Kevin’s appointment into Kartel’s next press cycle (e.g., funding announcement, product rollouts).
Identifying podcast and broadcast opportunities to broaden reach outside trade publications.
Result
A breakthrough media moment for AI in Hollywood
Kartel’s leadership announcement cut through the Q4 noise and set a new benchmark for AI storytelling in the entertainment world.
Ditto secured immediate tier-1 coverage across the outlets that matter most to Hollywood decision-makers, tech leaders, and creative professionals.
Top Coverage Secured:
Axios
The Wrap
Deadline
The Hollywood Reporter
Variety
CBS Sunday Morning
The narrative—AI as a creative multiplier, not a replacement—became the dominant angle across all stories, validating Kartel’s positioning and Kevin Reilly’s vision.
Kartel emerged not as “another AI studio,” but as a category-creator bridging old-guard entertainment and the future of storytelling.
By pairing strategic positioning with a disciplined media rollout, Ditto transformed Kartel’s CEO announcement into a watershed moment for AI in entertainment. The launch that established Kartel as the leader of a new creative era and positioned Kevin Reilly as the executive ushering Hollywood into its AI future.
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