CNN was named Global Excellence Marketing Team of the Year last June on the closing night of PromaxBDA: The Conference 2015 at the JW Marriott at L.A. LIVE in Los Angeles. As we gear up for this year’s competition and ceremony June 16 in New York City, we checked in with CNN SVP Creative Marketing Rick Lewchuk on what winning meant to his team, and the unique ways in which they celebrated once they got back to Atlanta.

BRIEF: What was the reaction among you and your team in New York when you learned you had won Global Marketing Team of the Year?

RICK LEWCHUK: Shock would be the best way of putting it. It was beyond the expectation that the team had—being the promotion team for a single channel, it was not something they were expecting—but, after that initial shock there was a great deal of delight.

And what was the reaction back in Atlanta?

It was really kind of interesting: When you’re not working in the soul centers of the entertainment universe of LA or New York, you really don’t know how you measure up. You don’t have a lot of peers around to compare yourself to. It was a good affirmation that they are at a talent level that is comparable to the best in the industry.

How did you celebrate when you got back to Atlanta?

We brought the statue back on the plane with us—you don’t have to wait for the Marketing Team of the Year trophy—which was interesting. We didn’t think we could take it as a carry on. So it was packed very, very carefully. And it made it back to Atlanta without getting damaged or stolen.

We brought it into the office—and, of course, we’re a team that doesn’t just work in Atlanta; we have teams in New York, and Washington, and London—so we arranged to have the whole team meet on a four-way video conference for a champagne toast and treats.

And then I heard you had a bit of fun? You named it Maxine and she toured the city?

Our statue needed a name and it was decided that we would call the lovely lady in gold, “Maxine.” It actually started in L.A. when we started taking pictures with her on location with us. Back in Canada where I grew up, my team in the Canadian Football League is called the Saskatchewan Roughriders. They have a tradition where every player on the team gets to take the Grey Cup [ed: The CFL equivalent of the Vince Lombardi Trophy] home with them and have a party with the trophy.

So I let everyone on my team share the statue and take her home and have a date with Maxine. People took Maxine to the bar, to the baseball game, and just had a lot of fun.

What impact has winning Marketing Team of the Year had on your team?

It’s been a really good year. By the time we won last June we were already into an extremely busy 2015. I think winning probably gave the team the confidence in the work they were doing.

Outside, people are now seeing the possibility of what the team can do. The broader production community out there have wanted to work with us much more. They have seen the success that [creative agencies] loyalkaspar and Troika have had working with us.

2016 is an election year, which is always a busy time for CNN. But with the unpredictable nature of this race, what’s it been like for you and your team?

It is on steroids. As much as we knew this was going to be a busy year because of the election, no one could predict the type of year it’s been. We are seeing ratings numbers that we have never sen before. CNN has been very aggressive about the amount of debates we are having, and we are having to react to it all the time.

What does it mean in 2016 to win a PromaxBDA Award?

It’s an affirmation that the work you do is good work when you’re recognized by your peers around the world. We are working in a creative medium and when you’re recognized for that it’s very important to people. You see that little extra bounce in their step. You see that confidence when they come in to pitch an idea.

You’ve now won Marketing Team of the Year with two difference companies in two different countries [ed: Lewchuk previously won with his team at CTV Creative Agency in Toronto]. What’s the secret to building a team that can win Global Marketing Team of the Year?

Don’t be afraid to hire people that are better at what they do than what you are. I have people who are better directors than I am, better designers than I am—I hire people who are better at all of those jobs than I am. Once you hire those people you’ve gotta let them do their job. You can’t micromanage them. You’ve got to give them as much freedom as you possibly can to do their job and then you’ve got to support them.

The PromaxBDA Global Excellence Awards 2016 are accepting entries until February 25, 2016. Winners will be announced live on the closing night of PromaxBDA: The Conference 2016, June 16, at the Hilton New York Midtown Hotel. Register today for the can’t-miss entertainment marketing industry event of the year.

Tags:


  Save as PDF