MARKETING IN THE MIDST OF A BRAND REPOSITIONING

In 2008, A&E Network underwent a repositioning effort that included, among other elements, a cause-branding initiative dubbed “The Recovery Project.” More broadly, though, Guy Slattery, SVP of marketing for A&E Network, describes the repositioning in the context of related marketing initiatives (as originally reported in PR News sister publication CableFAX: The Magazine; Slattery was named “Marketer of the Year” in the magazine’s 2009 CableFAXIES Awards program).