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Digital agency Definition 6 has hired Diana Lochridge as executive producer and creative director of its entertainment division.
Lochridge will enhance the team’s hybrid model for integrating entertainment marketing with creative, social, and digital expertise.
Lochridge’s experience includes overseeing a soup-to-nuts campaign for the TBS promotion of the iHeartRadio Music Awards, which aired during the multi-network broadcast of the NCAA “March Madness” basketball tournament.
“While the campaign required an incredibly tight turnaround, the exceptional rapport and trust I already had established with [VP of On-Air] Bret Havey and [Director On-Air Promos] Allison Karnbad at TBS allowed Def 6 to collaborate on a much larger scale and seamlessly produce, from concept to completion, a stellar campaign,” Lochridge said. “I don’t believe I could’ve pulled that off at any other agency.”
In her new role, she’ll work directly with Rob Ortiz, EVP of integrated media and head of entertainment. She’ll also be supported by a team of content creators and social strategists who have developed branded video, imagery, and messaging across all screens and social media platforms—from promo campaigns to live-tweeting during broadcasts, to fan-content curation.
“You can hire all the salespeople in the world, but having someone as versatile and seasoned as Diana elevates your business on a whole new level,” Ortiz said in a statement.
Before joining Definition 6, Lochridge most recently consulted on the rebrand strategy and on-air design of WE tv.
With more than 25 years of advertising and marketing experience, Lochridge has also held staff positions at TV networks and creative agencies, including HBO, Comedy Central, VH1, Crossroads Television, and Charlie Company. As VP of creative services at truTV, she played a key role in rebranding the network from Court TV.
“Diana is an exceptional creative leader who brings a great depth of experience after many years in our industry,” said Marc Juris, President at WE tv. “I have no doubt she’ll continue to do breakthrough creative at Definition 6.”
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