Editor's Note: Food for Thought It's hard to believe, but many people, including some who occupy senior positions in corporate America, still doubt the value of PR and marketing. They should read this edition of CableFAX: The Magazine. The landscape is strewn with examples of where PR and...
05.06.2008
By the Numbers $161 billion: How much marketers and advertisers will spend on new media platforms by 2012, up 82% from this year, a report from PQ Media says. The platforms include online video, store-based TV screens, sponsored events, product placements, mobile phones...
05.06.2008
HBO Campaigns for The Power of the Letter It's hard to imagine that life existed before the introduction of e-mail, mobile phones and instant messaging (trust us, it did). Letters written by hand were once the gold standard of personal communications. This is illustrated beautifully in the HBO...
05.06.2008
2008 CableFAXIES Awards CableFAX: The Magazine's CableFAXIES Awards shouldn't be thought of as a way to pay tribute to an adjunct of the cable business, or an opportunity to recognize work that supports the somehow more tangible, essential, revenue-producing products wheeled out by...
05.06.2008
Marketer of the Year VP Level and Above: Barbara Hedges and Jeff Gregor WINNER: BARBARA HEDGES SVP, CONSUMER MARKETING, CHARTER COMMUNICATIONS Barb Hedges knows effective marketing is not just about a catchphrase or clever mailer. Step by step, she has revolutionized Charter's model by centralizing its marketing tactics and...
05.06.2008
PR Executive of the Year: Ellen Kroner WINNER: ELLEN KRONER SVP, CORPORATE COMMUNICATIONS & MARKETING, RAINBOW MEDIA HOLDINGS In 2005 Rainbow chief Josh Sapan reorganized his company's communications structure and named Ellen Kroner to run it. She's done that so well, she's our PR Executive of...
05.06.2008
Public Affairs Executive of the Year: Dr. Libby Haight O'Connell WINNER: DR. LIBBY HAIGHT O'CONNELL CHIEF HISTORIAN, SVP, CORPORATE OUTREACH, AETN "I thought I was going to have a research job," Dr. Libby O'Connell recalls when we ask about her early days as a part-time consultant at The History Channel. Some 15...
05.06.2008
Advertising Campaign for a Single Program or Series: USA Network WINNER: USA NETWORK FOR THE STARTER WIFE USA Network didn't have to rely on a think tank to learn who its target audience was for miniseries The Starter Wife, based on the novel by Hollywood wife Gigi Levangie Grazer. Starring Debra Messing, the tale about a...
Direct Response Marketing: Univision Communications Winner: Univision Communications for "Connect with Univision Networks" Univision wanted to share with affiliates some success stories about its networks, Univision, TeleFutura and Galavision. The right kind of mailer would reinforce with cable...
05.06.2008
Integrated Marketing Campaign: DIY Network and YES Network WINNER: DIY NETWORK FOR BLOG CABIN Like any cable channel worth its salt today, DIY Network has a highly interactive, complementary Web site. But the 2.5 million monthly visitors to the site and members of its 47 million television households had been a...
05.06.2008
Marketing Campaign: Comcast SportsNet Philadelphia WINNER: COMCAST SPORTSNET PHILADELPHIA FOR COMCAST SPORTSNET'S 10TH ANNIVERSARY Philadelphia sports fans are notorious. If one of their teams wins something important and you're in town, run for cover. And if they lose big time, same thing. So when the local...
05.06.2008
Marketing of a New Series or Show: BBC America WINNER: BBC AMERICA FOR ROBIN HOOD BBC America felt Robin Hood could change perceptions about the network being stereotypically British (read stuffy). The age-old Sherwood Forest tale of wealth redistribution was laced with many contemporary touches...
05.06.2008
Marketing of a Continuing Series: TNT WINNER: TNT FOR THE CLOSER, SEASON 3 Many network marketers say they want to reach people at places they frequent, meaning high-traffic spots like train stations, bus stops and ballparks. Those spots weren't exactly what TNT had in mind for season 3 of crime...
05.06.2008
Marketing of a Special or Documentary/Documentary Series: DIY Network WINNER: DIY NETWORK FOR CELEBRITY RIDES - BURT BUILDS A BANDIT Burt Reynolds fans know the Bandit delivered the goods in the 1977 hit movie Smokey and the Bandit. But could DIY Network deliver the audience for the Reynolds-starring installment of its...
05.06.2008
Best Tchotchke: WWE WINNER: WORLD WRESTLING ENTERTRAINMENT FOR WWE HD LAUNCH: HD REFRIGERATOR To: Gary Davis, VP, Corp Comm., WWE Fr: Dewey, Cheatham & Howe, Attorneys at Law Re: HD Refrigerator Mr. Davis: We feel we have an actionable case against you, Mr. Geof Rochester...
05.06.2008
Multicultural Marketing: TBS WINNER: TBS FOR TYLER PERRY'S HOUSE OF PAYNE As TBS can attest, there really is something to the adage, "When you've got it, flaunt it." Back in 2006, the Turner cornerstone was one of cable's most successful ad-supported networks, touting...
05.06.2008
Trade Show Marketing and PR: NBC Universal WINNER: NBC UNIVERSAL'S CES BOOTH Cutting through the clutter of a trade show is rarely easy. Doing so at the Consumer Electronics Show (CES) in Las Vegas, one of the nation's biggest expositions, is even tougher, what with large and small companies hawking...
05.06.2008
Video—Use of Video or Moving Image: Tennis Channel WINNER: TENNIS CHANNEL FOR FRENCH OPEN SIZZLE We'll always have Paris, the line from Casablanca goes, but The Tennis Channel didn't, acquiring rights to The French Open just last year. Regardless, two weeks of coverage from Stade Roland Garros was the first...
05.06.2008
Viral Marketing Campaign: A&E WINNER: A&E FOR FREAKYOURMIND.COM Sometimes you can mount the most thoroughly planned-out marketing campaign and it just doesn't grab people. On the other hand, the best idea could be something people feel is really cool. Combining good planning and the...
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