Tangible business growth 

Entertainment partnerships only matter if they move the business, not just generate buzz.  Jackie Widmann, SVP of marketing and commercial at BERO Brewing—actor Tom Holland’s NA beer brand—said her team looks beyond impressions to the doors a film collaboration can open. 

“When we look at the success of a campaign, it’s not just about how many people saw it—it’s about whether it drives real leads, retail interest, and forward momentum for the business,” Widmann explained. She added that the goal is for buyers to see a collaboration, want to try the product, and ultimately help expand BERO’s reach in a meaningful way.