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Work in Environments
Where Outcomes Matter.

Many of our engagements are confidential. The examples below illustrate the types of challenges we help clients navigate and the role disciplined communications plays in shaping outcomes.

Industry Coalition

Blu-ray Disc Association: Unifying an Industry

HoogComm developed a unified communications strategy among approximately 20 board companies and more than 100 member companies, creating a cohesive messaging approach while managing conflicting commercial interests and reputational priorities.

Crowded CES show floor surrounding the Blu-ray Disc Association booth, with a pirate ship installation and movie character statues
Blu-ray Disc Association booth at CES featuring a full-size pirate ship and the tagline The Future Is Blu

The Blu-ray Disc Association’s “The Future Is Blu” activation at CES, Las Vegas.

The Challenge

A format war between HD DVD and Blu-ray threatened consumer confusion, retail hesitation, and delayed adoption. Aligning 100+ companies with competing commercial interests around a single, coherent narrative required governance as much as communications.

The Work

Designed multi-stakeholder communications architecture, developed unified messaging that held across member companies, and coordinated global launch communications across North America, Europe, and Asia Pacific.

The Outcome

Helped end the high-definition format war. Blu-ray became the most rapidly adopted home entertainment technology in history, with software and hardware sales outpacing DVD at a comparable point in its lifecycle.

Global Initiative

UHD Alliance and Filmmaker Mode: Aligning Creators and Manufacturers

As Chair of the Promotions Committee for the UHD Alliance, Michael helped guide communications strategy for the Ultra HD Premium certification program and played a key role in launching Filmmaker Mode in collaboration with leading Hollywood directors and global electronics manufacturers.

Michael Hoog speaking with attendees at a Filmmaker Mode launch event, beside banners for LG, Panasonic, VIZIO, and the UHD Alliance
Filmmaker Mode launch event with UHD Alliance member brands.

The Challenge

Translating complex technical standards into consumer-facing narratives, while unifying studios, consumer electronics brands, and Hollywood directors around a shared standard for how content should be seen.

The Work

Led coalition messaging and promotions strategy for the UHD Alliance, coordinated Filmmaker Mode launch communications with studios and CE partners, and managed high-profile global events including CES.

The Outcome

Filmmaker Mode shipped on leading TV platforms worldwide. The initiative reshaped how consumers experience content on next-generation displays and established a new standard for director-intended viewing.

Platform Wind-Down

UltraViolet: Managing a 30-Million-User Transition

HoogComm led communications for the wind-down of the Digital Entertainment Content Ecosystem's UltraViolet service, a digital movie locker with 30 million users and more than 300 million movie rights.

Grid of UltraViolet coalition member logos, including major Hollywood studios, Sony, Microsoft, Intel, Adobe, Dolby, Samsung, Comcast, Best Buy, and Sky
The UltraViolet ecosystem — studios, technology companies, retailers, and service providers in the DECE coalition.

The Challenge

Communicating a platform shutdown to 30 million consumers across multiple jurisdictions in a way that was honest, genuinely helpful, and didn't expose the company to the litigation a situation like this could easily generate.

The Work

Coordinated legal, executive, and communications strategy simultaneously. Developed messaging that was accurate without becoming a litigation roadmap, translated and adapted for multiple markets, languages, and regulatory frameworks.

The Outcome

The shutdown was managed without the litigation disaster it could easily have become. Members received clear communication, legitimate pathways to access their content, and adequate time to act. That outcome was not accidental.

Strategic Counsel

High-Stakes Engagements Across Technology and Public Sector

Beyond entertainment technology, HoogComm has supported clients in major technology contracts, public-sector RFPs, and litigation-adjacent communications, always with a focus on aligning messaging with business and governance priorities.

Reputation & Issues Management

Ongoing counsel for technology and public-sector clients navigating issues that carry reputational consequence before they escalate into public crises.

Complex Negotiations & Stakeholder Alignment

Communications support for major negotiations where the message to one stakeholder group must not undermine the position with another.

Long-Term Counsel

Sustained advisory relationships with leadership teams navigating organizational transformation, leadership transitions, and sustained reputational challenges.

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