​At Wednesday’s Conference session, “Managing Entertainment Brands in an Evolving Transmedia World,” Jennifer Ferro, GM of KCRW and president of the KCRW Foundation, joined a panel of industry leaders to discuss how businesses are sifting through a modern abundance of branding touch points to find both new opportunities and pitfalls.

As the leader of one of Los Angeles’ biggest public radio stations, Ferro is in the unique position of formulating a branding language for a nonprofit, mission-driven organization. To this end, KCRW recently partnered with brand consultancy and creative agency Troika, which has worked with a few media companies you might have heard of such as HBO, The CW, and AMC.

Above, watch Ferro discuss, in an exclusive backstage conversation with Brief, the decision by KCRW to work with Troika, how the station programs itself like a TV network, and how she is inspired by “the many different brands within one network brand.”

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