Cablevision Hires Lake as SVP Branding, Creative

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Cablevision Systems Corp. has hired Matt Lake, a familiar agency executive as senior vice president of branding and creative.
In his new job, Lake, who joins the cable company from The Brooklyn Brothers shop, whose client roster included the New York metro area's top distributor, will oversee the development and creative execution of Cablevision's brand and marketing strategies, supporting its full suite of advanced digital Optimum-branded products and services.

Lake is charged with helping to create and refine a new brand identity for Optimum, including extant product marketing development, and the formulation and implementation of new campaigns and integrated marketing efforts, backing new products and enhancements for the MSO's residential and commercial customers.Lake reports to Kristin Dolan, Cablevision's senior executive vice president of product management and marketing.

Cablevision's Matt Lake

"Matt is an extremely talented creative executive we know well and have worked with successfully for many years, so it is a pleasure to welcome him to Cablevision to lead our branding and marketing efforts," Dolan said in announcing the hire. "He has created brand strategies and ad campaigns for a range of preeminent companies that have engaged consumers across all media formats, from traditional broadcast and print, to emerging online and social media platforms, and is a perfect person to help develop and guide the look, feel and direction of a new and strongly consumer-focused Optimum brand."
As a principal at The Brooklyn Brothers, Lake helped build a multi-million dollar domestic and international business, that included Cablevision, Madison Square Garden and News Corp. as accounts.
Earlier in Lake's career, he worked for such blue-chip clients as Pepsico, Philips, ExxonMobil and IBM. Before joining The Brooklyn Brothers, Lake served as a managing director at Element 79 Partners, worldwide account director at DDB Worldwide, and executive vice president and director of business development at Gotham Inc.