Ruben Igielko-Herrlich

Over the past 26 years, Ruben Igielko-Herrlich, founding partner of The Propaganda Company, has served as a vanguard for the entertainment marketing industry with his ventures Propaganda GEM and PREVA Media residing under the group’s umbrella.

In May 2016, Propaganda GEM became a fully owned subsidiary of the Wanda Cinema Line, China’s largest cinema operator and a member of the Dalian Wanda Group – to spearhead the development of Wanda’s global entertainment media and marketing activities (Wanda Media).

Propaganda GEM, the only entertainment marketing agency with a truly global network, is headquartered in Geneva and Los Angeles. Their vast global reach includes additional offices in China, Southeast Asia, South America and throughout Europe. Under the leadership of Igielko-Herrlich and co-founder Anders Granath, Propaganda GEM has developed a proven track record of success with strategic entertainment marketing ideation and solution-driven concepts for feature films, television, music videos, video games, talent relations and events. Globally, the company has used tailor-made strategies to create symbiotic associations between the client and the program and is acknowledged as being one of the pioneers of branded entertainment, recognizing and developing innovative communication tools for global corporations by associating them with various forms of media. Propaganda GEM’s diverse range of prestigious clients have included The BMW Group (BMW, Mini, Rolls-Royce, BMW Motorrad), Bvlgari, Lacoste, Louis XIII, Moët & Chandon, Nokia, Piaget and Rimowa. Igielko-Herrlich is credited with such dominating placements as the memorable Nokia integrations in both The Matrix and Transformers and the impressive BMW integrations and promotional tie-ins with Mission: Impossible – Ghost Protocol and Mission: Impossible – Rogue Nation, just to name a few.

Also included in The Propaganda Company is PREVA Media, the renowned entertainment media evaluation solution. PREVA Media has developed and established the most representative quantification methods for entertainment marketing activities available today. Of the fundamental aspects of PREVA’s approach is the difference between the ‘cost’ of a placement and the ‘value’ of the placement. PREVA Media offers different approaches ranging from a demonstrative qualitative system to a basic quantitative method of measuring recall rates for global audiences based on the world’s top 50 markets over a three-year period and by program, year and media.

Born in Havana, Igielko-Herrlich is now a citizen of Switzerland domiciled in Los Angeles. He is fluent in five languages, holds a Masters degree in Business Administration from Emory University and a Bachelor of Science degree in Business Administration from HEC University of Lausanne. He has a background in International Luxury Marketing with Tiffany & Co., Bulgari and Chopard.

Keynote: Spotlight on Branded Entertainment


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