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February 19, 2020 10:55 AM PST
There’s a lot more that goes into a rebrand than just redesigning the logo. In fact, that’s just the starting point.
That’s the topic of conversation between Nathaniel Howe, founder and creative director at Nathaniel Howe Studios, and Promax Editorial Director Paige Albiniak (and occasionally her dog, sorry about that) in this episode.
Howe discusses how he’s much more than a designer, he’s an ambassador, a diplomat, a salesman and a counselor as he worked with PBS and its 350 member stations on implementing a broad brand refresh ahead of the public broadcaster’s 50th anniversary.
February 12, 2020 01:47 PM PST
Promax’s first-ever State of Our Marketplace event, held in late January at mOcean’s offices in Los Angeles, brought together a panel of top TV marketers to offer insights into how creative agencies can thrive in the new world of television.
Lee Hunt, industry expert and partner in new venture CMO Marketplace, is joined here by Mike Benson, president and CMO, CBS Corp.; Scott Edwards, EVP, head of creative advertising, Fox Entertainment; Stephen Melnick, head of marketing, Disney TV Studios; Tricia Melton, SVP, marketing, creative and brand, Freeform; and John Rood, SVP, marketing, Disney Channels Worldwide.
Listen in and then stay tuned as Promax builds more events like this and brings them to you in the coming months and at June Conference in Los Angeles.
February 05, 2020 12:57 PM PST
2020 should mark a pivotal time in the ongoing transformation of television. Streaming services Disney+ and Apple TV+ launched in late 2019 to join such existing services as Netflix, Amazon Prime Video and Hulu. Still to come this year are HBO Max, Quibi and Peacock. Once all of these services enter the fray, it remains to be seen how each of them will fare and how their arrival will effect the state of traditional linear TV.
Promax Digital Editor Kaila-Marie Hardaway joins Promax Editorial Director Paige Albiniak to discuss everything that took place at the Winter 2020 meeting of the Television Critics Association in Pasadena, Calif. Besides the streaming wars, Hardaway and Albiniak also chat about FX on Hulu, which is launching in March with exclusive series 'Devs' and 'Mrs. America,' and about Promax's first-ever State of Our Marketplace panel.
February 03, 2020 04:19 PM PST
Promax Digital Producer Kaila-Marie Hardaway joins Editorial Director Paige Albiniak to discuss all things Super Bowl LIV. They focus mostly on the commercials -- from Ellen and Portia for Amazon Alexa to Lil Nas X and Sam Elliott for Cool Ranch Doritos to Post Malone for Bud Light Seltzer and everything in between -- but also the performances -- are Shakira and JLo too sexy for primetime half time? They also chat about the actual football game played by the San Francisco 49ers and the ultimately victorious Kansas City Chiefs.
December 18, 2019 06:18 PM PST
From #MeToo to messy women and from Gen Z to VSCO girls, Civic Entertainment Chief Culture Officer Linda Ong uses her special magic to unravel everything that’s shaping the culture this year and next.
December 11, 2019 01:35 PM PST
FuboTV Co-Founder and CMO Alberto Horihuela joins to discuss the launch, evolution and marketing of virtual MVPD FuboTV, which focuses on sports, news and live programming. Horiheula dives deep into the practice of acquisition marketing, and discusses other tactics and strategies the company has used to build its subscriber base.
December 05, 2019 03:59 PM PST
What does it mean to be brave with your brand? What we know is that sometimes the internet giveth, like Baby Yoda going hyper-viral, while other times, it taketh away, like Peloton’s seemingly innocent advertisement featuring a woman receiving one of their bikes as a holiday gift, and then being very surprised themselves when the ad sparked lots of controversy.
Being brave with your brand is necessary if you want to break out, but you also need to do it smartly to avoid pitfalls. In this session from Promax Europe in Amsterdam, Contagious’ Head of Trends Katrina Dodd offers ten ways you can approach your creative courageously to really make an impact.
One note here -- one of the examples Dodd cites requires seeing a video to really understand what she’s talking about. That video, which talks about how Pedigree created a campaign around selfie-sticks for dogs and obviously includes lots of cute pups, is available to watch at brief.promax.org.
Listen in to learn how you can get comfortable getting risky.
November 20, 2019 07:52 AM PST
What are unconscious biases and how are they making their way into your work? Well, here’s a definition for you:
“Unconscious biases are social stereotypes about certain groups of people that individuals form outside of their own conscious awareness. Everyone holds unconscious beliefs about various social and identity groups, and these biases stem from one’s tendency to organize social worlds by categorizing.”
In this episode, Dixon's Diana Dixon, TV One's Lori Hall and ITVS' Lisa Tawil explain what unconscious bias is with a little help from 'Conan''s Andy Richter. They then discuss how you can identify your own unconscious biases and ferret them out of your work.
Listen in to this insightful session from Promax’s 2019 June conference in Los Angeles.
November 12, 2019 08:24 PM PST
Imagine discovering an erotic manuscript written by your father, and instead of dying of shame, you share it with your friends, die laughing and turn it into a podcast. That was just the start of the journey shared by James Cooper, Jamie Morton and Alice Levine of the smash hit global podcast, "My Dad Wrote a Porno."
Since the show has started, it’s gotten endorsements from some A-list celebrities—such as Elijah Wood, Emma Thompson and Daisy Ridley—and some of those celebs have even come on to chat about it.
While the show feels like an impromptu gathering of friends, it’s really the product of a well thought-out strategy to develop and market specific content. And that strategy was highly successful: the global hit podcast has been downloaded hundreds of millions of times, the team has produced and starred in a live HBO comedy special and gone on world tour.
Morton and Cooper talk to Red Bee Deputy Managing Director Aileen Madden at Promax Europe 2019 in Amsterdam about how they made it all happen.
November 06, 2019 12:43 PM PST
Here's what New York City-based creative agency Black Spot learned while it was working with Syfy and Syfy Wire to produce lots of content during both San Diego and New York Comic-Con: no amount of content is ever enough for hungry fans, thus no amount is enough for hungry clients.
So Black Spot came up with a new division, Thresher, to handle that sort of always-on workload.
In today's episode, Black Spot and Thresher's Ian Collier and Taylor Ervin discuss the hows and whys of that launch and why they feel it was necessary in today's new world of television.
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Podcast Summary
The Daily Brief, brought to you by global entertainment marketing association Promax, delivers original reporting, newsmaker interviews, and the latest creative work for entertainment marketing and design professionals. Find out more: http://www.promaxbda.org or on social media @promax_global
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