__twocolumncontent.jpg)
PromaxBDA will honor longtime ABC marketing executive Marla Provencio with its annual Lifetime Achievement Award at The Conference: 2017.
Provencio serves as the executive vice president, marketing, and chief marketing officer at ABC Entertainment, where she oversees all marketing activities for ABC’s primetime, daytime and late-night lineups, while establishing the tone and brand for the network.
Her duties include oversight and strategic planning, creative development and implementation of all on-air and off-air marketing, advertising and promotional campaigns for all ABC Entertainment programming, including scripted and reality series, alternative, movies and specials.
She was previously executive vice president, marketing, ABC Entertainment Group, since June 2009. Prior to her Group title, Provencio had been executive vice president, marketing, ABC Entertainment, since February 2007.
“Throughout her 35-plus year career at ABC, Marla has proven to be an inspiration to so many people in our industry not only for her groundbreaking work, but also for the leadership and vision she exhibits every day in a very dynamic business” said Steve Kazanjian, president and CEO, PromaxBDA. “There is no one more deserving of this award and it will be our honor to present Marla with the PromaxBDA Lifetime Achievement Award at The Conference in June.”
Provencio will accept the award as more than 2,400 marketers and creatives from all levels of the entertainment industry gather from June 5 - 8 at the J.W. Marriott Hotel in downtown Los Angeles for four days of education, inspiration and networking.
Register for The Conference 2017
Provencio joins the ranks of past recipients such as NBC marketing executive John Miller, producer Brian Grazer, filmmaker Spike Lee and actress Betty White.
“I am deeply honored to be the recipient of the 2017 PromaxBDA Lifetime Achievement Award from Promax,” said Provencio. “Being part of this creative community is a true privilege. Now, to be acknowledged by my peers is emotionally overwhelming. I am extremely grateful.”
Provencio started her career in on-air promotion at ABC in 1979 as a production coordinator, and moved up the ladder through various positions including producer; senior producer and executive director of daytime and children’s promotion; and vice president of drama and long-form programming, overseeing all on-air creative.
During her tenure Provencio has left her mark on numerous hit series, spearheading successful launches of shows such as Modern Family, Once Upon a Time, How To Get Away With Murder, Resurrection, The Middle, black-ish, Revenge, Castle and Marvel’s Agents of S.H.I.E.L.D., as well as the critically acclaimed Grey’s Anatomy, Lost, Desperate Housewives, Scandal, Dancing with the Stars, Shark Tank, The Bachelor and The Bachelorette, among other ABC primetime and late-night programming.
Provencio has created a variety of award-winning and innovative marketing campaigns and launched the television industry’s first multi-platform, brand identity and viewer-navigation system through the “ABC Start Here” initiative.
She also developed multi-platform digital and social strategies for shows such as Scandal, as well as alternative reality games and multi-level engagement activities for Lost. She was honored by the Academy of Television Arts & Sciences 2008-2009 Emmy Awards for contribution to the Outstanding Creative Achievement in Interactive Media (fiction) for Lost’s The Dharma Initiative.
Provencio has received many recognitions throughout her career.
For her creative endeavors on behalf of ABC, Provencio was named “Entertainment Marketer of the Year” in 2005 and 2007 by Ad Age. In addition, she was selected by a panel of executives to participate in ABC’s mentoring program.
She has also been nominated for numerous PromaxBDA Awards, winning several for on-air promotion campaigns that she developed. These include the “ABC House” branding campaign, as well as campaigns for such series as Revenge, Modern Family, Lost, Desperate Housewives, Grey’s Anatomy, NYPD Blue and Alias, as well as the movie and miniseries Oprah Winfrey Presents: Tuesdays with Morrie and Life with Judy Garland: Me and My Shadows.
Provencio has also taken a leadership role in promoting diversity.
She created Hispanic-targeted campaigns for Desperate Housewives and Ugly Betty, and both series’ premieres ranked as the top show of the evening and time period among all Hispanic viewers watching English language television.
Provencio was also named one of the top Hispanic marketers of the year by AdWeek’s “Marketing y Medios Magazine.” She was chosen as one of People en Español’s “Most Powerful Women for 2013” and was named one of the “Most Powerful & Influential Latinos in Entertainment” by the Imagen Foundation in 2011, 2012, 2013 and 2014.
She was also voted one of the “50 Elite Hispanic Women” two years in a row by Hispanic Business Magazine, and was named one of The Hollywood Reporter’s “Power 100 Women in Entertainment” as well as the publication’s “Top 25 Latinos in Entertainment” in 2014.
Born and raised in California, she holds a Bachelor of Arts in English from the University of California, Los Angeles.
Tags: