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). • Ideas for the repositioning: “All our ideas came from consumer insight. We spend a lot of time talking to viewers of both networks [A&E and BIO] to understand their lives and how they feel about our brands. This understanding has been the key to building successful show franchises and effective marketing campaigns.” • New marketing methods: “The digital space—be it social networks or our own online community—gives us an unprecedented direct line to interact with consumers. We have worked hard at reorganizing ourselves so we can have these ongoing conversations and not just focus on a fixed campaign period.” • Allocation of resources: “No campaigns are the same, so it’s important to remain media agnostic and not stick to one formula. The creative idea behind the campaign should always dictate the allocation of resources, not the other way around.”

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