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10.20.06 |
Walking The Walk:
Marcom’s Role in
Building, Growing and Sustaining Brands in the New Marketplace
Alma Derricks & Lee
Gaither | Auburn University, Auburn, AL
The dynamics of the new
media marketplace have created a new set of challenges for modern
marketing communications professionals. As professional media
channels continue to fragment, an array of user-generated blogs, web
pages and forums continues to multiply and empower consumers to
shape the marketplace with the simple click of a button.
In this modern
marketplace, a unique, reputable and clearly articulated brand is
more vital than ever before. How can marcom professionals make the
greatest impact? And how can they best demonstrate the value of
marketing communications and PR within their organizations?
Auburn alumnus Lee
Gaither and his colleague Alma Derricks will explain how new,
interactive media platforms have impacted branding, marcom and PR
and offer strategies for (1) evolving marcom’s positioning within
the organization, (2) collaborating effectively with sales,
marketing, advertising and operations, and (3) building meaningful
relationships with modern consumers.
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ALMA DERRICKS
is the founder
and managing partner of REV, a business
and brand strategy consultancy
that helps media & entertainment
companies develop multiple-medium content, business models, and
advertising partnerships that
intuitively bridge the gap between the traditional and digital
worlds. Drawing on a unique combination
of broadcast, cable, print, licensing, advertising and new media
experience, she has overseen digital expansion initiatives for a
range of internationally acclaimed franchises including Star Trek,
Entertainment Tonight, Dilbert, and Peanuts and
held a series of ground-breaking consultative and senior management
positions at Paramount, United Media, Scient, the Los Angeles Times,
Comcast and HBO.
Veteran television
programming executive LEE GAITHER has distinguished himself
as an expert in targeted programming and development for audiences
ranging from preschool to primetime. Over the past fifteen years, he
has successfully developed programming strategies that span both
cable and broadcast television and capitalize on unique business and
production models.
As EVP of Simmons/Lathan
Media Group, Gaither currently heads all development and production
for all content areas – including broadcast, cable, syndication,
mobile, and broadband – and oversees the company’s ongoing
relationships with HBO, New Line, Cingular, and Comcast.
Before SLMG, Gaither
launched and branded Comcast and Radio One’s digital cable channel
TV One. As chief content officer, Gaither developed and produced
original lifestyle and entertainment programming targeted to an
audience of 18-49 year-old African Americans, oversaw the network’s
branding and positioning, and created TV One’s innovative embedded
advertising model.
Before TV One, Gaither
worked at NBC Entertainment as Vice President, Teen and Family
Programs and, in 2001, was named Vice President, Primetime
Programming & Strategy reflect his growing responsibilities in
primetime and cable. Utilizing his expertise in network launch
strategy, emerging technology, merchandising and licensing,
Gaither’s list of responsibilities was expanded to include NBC West
Coast business development. In addition he assisted in the
programming, strategy and synergy for NBC’s recent acquisitions,
Telemundo, MUN2, PAX, BRAVO, and UNIVERSAL STUDIOS. Gaither has also
held positions at ABC, Disney Channel, FOX, and USA Networks.
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