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Jun 29, 2009
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SPECIAL SERIES PART 2 OF 4: BRAND TRANSFORMATION

Promax|BDA speakers discuss the evolving world of brands in entertainment and beyond

As consumer brands and entertainment become increasingly connected, more and more network execs are re-imagining their own brands. In part two of our four-part series from the Promax|BDA Conference, marketing leaders from ESPN, Oxygen, IFC, BET and Spark discuss brand transformation with The Brand Show Host and Two West CEO Ethan Whitehill.

What does it take to transform a network? How has network branding changed in the last decade? Why must brands constantly evolve to keep up with audiences? And where do consumer brands fit into the plan? Listen as our guests Rick Paiva, David Saphirstein, Jason Klarman, Kent Rees, Kendrick Reid and Elaine Cantwell weigh in on these topics and more in this series on “Brand Transformation.”

To listen to all of our interviews from Promax|BDA, visit The Brand Show @ Promax|BDA.

Then, join the discussion with our LinkedIn group and share your thoughts on the changing dynamics in entertainment, advertising and branding.

SportsCenter evolution spans decades

ESPN’s Rick Paiva (VP of Creative Services) and David Saphirstein (Creative Director) reflect on the evolution of SportsCenter as it has grown and changed during the last 30 years. Listen in to learn how the network faced the challenges of HD and how they plan to continue transforming SportsCenter in the future.

(9:06)

Rick Paiva full bio
David Saphirstein full bio

Oxygen’s brand evolution brings relevance back to its audience

Jason Klarman, GM of Oxygen Media, recaps the session he led covering the importance of brand as it relates to TV media. Klarman stresses the importance of a network as a living, breathing entity that must change in the same way viewers alter their personal styles.

(12:10)
Jason Klarman full bio

The transforming indie film industry presents new opportunities for IFC

In his first year on the board of Promax|BDA, Kent Rees, SVP of Marketing for IFC, offers insights from his panel: Upfront 2.0. Rees discusses how the independent film audience has changed, why advertisers should embrace “indienomics,” and what we can expect from networks in the future.
(9:44)

BET explores the meaning of “Brand”

Kendrick Reid, SVP and Executive Creative Director of Brand Strategy for BET Networks, sat down with Two West CEO Ethan Whitehill to discuss Reid’s conference experience. Reid recaps his takeaways from a session on network branding and highlights the utter importance of mentorship throughout the industry.
(7:50)
Kendrick Reid full bio

The Spark that lead to Ion Television Rebrand

Elaine Cantwell, Elaine Cantwell, owner and creative director of Spark, explains the process behind her company’s recent re-brand of Ion Television. She also shares what she observed as a conference attendee.

(7:53)

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