USA Elevates Marketing Maven McCumber
Executive Responsible For Net's ‘Characters’ Branding Now EVP
By Multi Channel News Staff -- Multichannel News, 12/21/2007 4:45:00 AM MT
USA Network has upped marketing executive Chris McCumber.
The “characters’ network’s senior vice president of marketing and brand strategy since 2004, McCumber is now serving as executive vice president of marketing, digital and brand strategy.
In his new role, McCumber continues to have oversight for the overall strategic and creative vision for USA marketing, as well as all expressions of the network’s brand, including consumer marketing and media planning, on- and off-air creative advertising, interstitial programming and all digital efforts. He is also the executive in charge of all WWE programming, and has recently added integrated sales marketing to his responsibilities.
“Chris has played a major role in USA's success,” said USA and Sci Fi Channel president Bonnie Hammer, to whom he reports, in a statement. “His innovative media strategies, impeccable creative instincts and strong management skills make him an indispensable member of the USA team.”
During his tenure at USA, McCumber has been instrumental in leading the development and execution of the first comprehensive multiplatform brand identity for the network in its 30-year history. “Characters Welcome” has won multiple accolades, including Addys for the multi-tiered campaign and a Clio for design.
McCumber’s digital team launched a TV first -- ShowUsYourCharacter.com, the first-ever social networking site for a TV network. He also leads all of USA's digital efforts, including usanetwork.com, mobile, electronic sell-through, and video on demand/ subscription VOD marketing initiatives.
In 2007, usanetwork.com won five Web Marketing Association Awards, the most for any single media or entertainment property, including the "Best of Industry" awards for the media Web site and the best TV Web site. USA recently entered the online casual gaming category with the launch of the USA Character Game Lounge.
McCumber was also instrumental in the push behind USA's decorated miniseries The Starter Wife, which has been greenlighted for series production.
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