Every year, the PromaxBDA Ambassador Program works to connect PromaxBDA members with the organizations they work for through year-round involvement with all PromaxBDA initiatives. Ambassadors aim to grow the promotion, marketing and design community from the inside out and Ambassadors are appointed by their network to represent their company within PromaxBDA.

PromaxBDA Ambassadors are also the first point of contact for their organization for all things related to the association. Among their other duties:

  • Ambassadors are the key point of contact to disseminate all information from PromaxBDA within their organization.
  • Ambassadors work with PromaxBDA to drive involvement and participation from within the organization with new initiatives and regularly occurring events throughout the year and during The Conference.
  • Ambassadors play a key role in the promotion of membership within their circle of vendors and partners.

Heading into PromaxBDA: the Conference 2014 next week in New York City, we wanted to check in with the Ambassadors to see what’s on the top of their minds as they look back on the past year in promo, marketing, and design, and start to think about the upcoming TV season. What trends do the see in marketing and design? Which campaigns made them stop and take notice? And what are the biggest challenges they see heading into the next season? Here’s a brief selection of some of their answers. [Editor’s Note: our Ambassadors are speaking for themselves, not their companies. Professional affiliations are mentioned just for identification purposes].

On Great Work:

“‘The Leftovers’—that spot, I was arrested,” says Kai Brown, director of creative and marketing operations at BET Networks. “I was in my kitchen and I heard it and saw this amazing spot. It definitely cut through the clutter and got my attention.”

“The work that stuck out for me is work that that I call simple, yet complex,” Brown says “This ‘Penny Dreadful’ spot—it’s beautifully shot. The opening shot pulling back on her eyes, and you see all of the characters one-by-one…. you’re drawn into who they are and what the show is, and the depth of the story behind it. I actually got the HBO and Showtime package after seeing these.”

“With ‘Orange is the New Black,’ their title animation is a standout,” says Patalia Tate, vp of creative strategy at Scripps Networks Interactive. “There’s a storyline there. It’s so unexpected. It’s raw and minimalist, yet at the same time the use of sound design and images does a lot of things in a really interesting way.”

On Design Trends:

  • “I appreciate the use of silence that’s happening more and more,” says Murphy Gilson, svp of brand and creative at pivot. “It can be very powerful if it’s well used. Spots are allowing moments to breathe”
  • “I’m really interested by what Cinemax and Starz are doing. I think they’re approaching on-air promos and media marketing in a different way,” says Gilson “In some ways it’s sort of startling: it’s really disruptive, and it’s really simple. One of the things that I think both of them do at different points is just straight lifting scenes from movies—just a blitz a scene of a movie from 20 seconds and put the title over the movie in big clean graphics. I think that’s interesting.”

On the Biggest Challenges Moving Forward:

  • “How do we take the fans of a particular shows and convert them into super fans and continue to get them to sample other shows?” asked Lara Richardson, svp of marketing at Discovery Channel. “And how do we get people who are just watching something digitally back to be watching in real time, too?”
  • “I think the metrics are a big mess—especially Nielsen and not adapting to new viewing patterns,” says Richardson. “Even with C3 and C7, we’re still not there yet.”

Interesting in becoming a PromaxBDA Ambassador? There are a limited number of Ambassador opportunities but if you are interested, PromaxBDA wants to know. For more information on the duties and benefits, and to submit your nomination, please contact Emily Little, Manager of Member Outreach at 310-789-1525 or by emailing emily@promaxbda.org.

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