Uses a wide range of examples from major broadcasters around the world to expertly illustrate the marketing, advertising and design approaches that work best in television Includes at least thirty interviews with leading practitioners in global TV brands, providing the insider perspective on the challenges and opportunities of marketing television programmes Brings the subject to life by way of video-rich online support materials featuring real examples and interviews Includes examples drawn from globally recognised channels and networks, Sky TV, BBC, Fox, ITV, NBCU, AMC, Comedy Central, HBO, UKTV etc. Also includes examples drawn from universally loved television shows including Dr Who, Mad Men, Game of Thrones, American Horror Story, and major sporting events such as the Premiership.
Andy Bryant is Managing Director of Red Bee, a London-based, internationally acclaimed creative agency. He is a recognised thought leader and frequent speaker at leading industry conferences globally on TV brand strategy, marketing and creativity. He is Honorary Professor in Film and Media at the University of Nottingham. Charlie Mawer is Executive Creative Director of Red Bee, responsible for their global creative output. A BAFTA nominee and former Promax UK chairman, Charlie has lectured around the world including for a number of universities, TEDx, the BFI and D&AD.
"'The TV Brand Builders is an outstanding and in-depth examination
of the craft of television marketing, full of insight, perspective
and anecdotes into what really works and why. It is sure to become
a must-read for all those wanting to understand what's important in
today's rapidly evolving TV landscape. Bryant and Mawer combine
their many years of experience to provide the reader with an
entertaining and easily read journey into how to build a TV
brand.'"
*Jeremy Darroch, CEO, Sky plc*
"'Rich in anecdote, example and insight, this is an encyclopedic
survey of the crucial role marketing plays in great content finding
audiences. It is an essential handbook for anyone looking to build
content brands in a transmedia age.'"
*Wayne Garvie, Chief Creative Officer, International Production,
Sony Pictures Television*
"'Two of the field's top talents draw a road map of the best routes
to brand just about any kind of television content. In the process,
Bryant and Mawer entertain and inform you with a wealth of case
studies, peppered with amusing anecdotes and assessments by a host
of industry insiders. Written in an engaging style, this book is a
must-read for its concise history of the evolution of television
branding from in-house afterthought to a booming, and often
entrepreneurial, industry sector.'"
*Jennifer Gillan, Professor, English and Media Studies, Bentley
University, and author of Television Brandcasting: The return of
the content–promotion hybrid*
"'The TV Brand Builders manages to be both a weighty tome of real
insight into the industry today, and a fun and gossipy read. Great
case studies abound across the US market and it proves a valuable
book for anyone wrestling with the challenge of finding and keeping
viewers.'"
*Dave Howe, President, Strategy and Commercial Growth, NBCUniversal
Cable Entertainment*
"'As entertainment marketing continues to evolve, we must adapt to
thrive in this new dynamic landscape. Bryant and Mawer are true
visionaries in our industry. The TV Brand Builders gives all brand
marketers, regardless of expertise, the insights needed to drive
not only viewership but, more importantly, the deep emotional bonds
that are the underpinning of the world's most valuable
entertainment brands.'"
*Steve Kazanjian, President & CEO, PromaxBDA*
"'The TV Brand Builders is a gift to students and media industry
scholars seeking to understand the fast-moving world of television
marketing. Brimming with insights, and written with verve, the book
offers a compelling and clear-sighted account of TV promotion from
leading practitioners in the field. Bryant and Mawer bring all
their experience to bear in demonstrating the creativity and skill
of TV brand building. A must-read for anyone interested in
promotional screen culture.'"
*Paul Grainge, Professor of Film and Television Studies, The
University of Nottingham, and co-author of Promotional Screen
Industries*
"'The TV Brand Builders is comprehensive, well-researched and
insightful - the definitive guide for anyone looking to build their
career in entertainment marketing.'"
*Walter Levitt, EVP, Chief Marketing Officer, Comedy Central*
"'I don't think I have ever read a more comprehensive account of
the craft of marketing in television. There are many inspiring
examples within an increasingly complex industry, which makes this
book really valuable, as it describes the landscape so entirely.
Armed with it, perhaps the TV marketing and branding fraternity can
bring simplicity, joy and fun to communications despite that
complexity.'"
*Martin Lambie-Nairn, founder, Lambie-Nairn, and author of Brand
Identity for Television: With Knobs On*
"'Was it ever true in TV that "if you build it, they will come"?
It's certainly not so anymore in our exciting multi-screen,
on-demand, dynamic industry. The art and science of TV marketing
was never so vital, nor so full of possibility. But there are good
reasons why it's still one of the most dysfunctional marketing jobs
around, as frustrating as it is rewarding. 'This book, written by
two people who have practised what they preach for many years at
the heart of some of the most iconic TV marketing campaigns, is an
absolute gold mine of best practice case studies, insider anecdotes
and wise counsel. It covers every aspect of marketing TV, from
channels to programmes, and from genres to sub-audiences. If you're
trying to unpick your "timeless principles" from your "seismic
changes" as you nobly serve audiences, producers and broadcasters,
you'd be dotty not to have this book at your side.'"
*Tess Alps, Chair, Thinkbox*
"'A fascinating piece of television history that shows how
marketers moved from being the monkeys to the organ grinders of the
broadcasting world, this book will be enjoyed by broadcasting
professionals as well as those who just love watching TV. The
authors take us into the much maligned and misunderstood world of
TV marketing, showing how this art will become evermore important
as we move further into a multi-platform, on-demand age.'"
*Lorraine Heggessey, Advisor, Channel 4 Growth Fund, and former
Controller, BBC One*
"'Fragmented, segmented, bundled, unbundled, TV marketing today
apes 3D chess. Thoroughly researched and wonderfully compiled, this
book transmits a clear picture of advertising and marketing's
special role.'"
*Tim Lefroy, Chief Executive, Advertising Association*
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