Lauren Zalaznick, who last week was elevated to president of the newly established NBC Universal Women and Lifestyle Networks group, didn’t waste much time in declaring a new paradigm for distaff content and marketing initiatives.
Zalaznick -- who had been heading Bravo Media, Oxygen Media and the programmer’s “Green is Universal” gambit, and now has added oversight of iVillage to her purview-- has launched Women@NBCU, which will be front and center at the NBC Universal Experience, the company’s freshly engineered upfront presentation to Madison Avenue, this evening at Manhattan’s 30 Rock.
“There will be an installation in the building [NBC Experience],” she said. “We want to showcase to our advertising partners our on-air, online and mobile assets, and how nimble this group can be in identifying opportunities and then delivering upon integrated marketing campaigns.”
To illustrate her point, Zalaznick started with a brick and mortar metaphor many women can embrace.
“I have these anchor stores in Bravo, Oxygen, iVillage and Green is Universal,” Zalaznick said. “But there are also boutique shops with the [NBC’s] Today show and Lipstick Jungle, CNBC’s Suze Orman and USA’s The Starter Wife.”
Those linear TV components, complemented by digital tenants, together make Women@NBCU “a one-stop shop for women 18 to 54,” she said, noting it will proffer both reach and targeting from which clients can implement advertising/marketing plans.
The Women@NBCU initiative is yet another example of the immersive content and marketing approaches favored by the programmer, perhaps best exemplified by the Summer Olympics from Beijing that will see NBCU properties cover the Games across myriad networks and attendant digital platforms.
Zalaznick believes that even though Women@NBCU is just coming out of the gate it will quickly leave its imprimatur on Madison Avenue.
“We feel it will be a player in the upfront,” she said.
Under the new organizational structure, day-to-day sales efforts for Women@NBCU are being handled by senior vice president Susan Malfa, who adds to her current responsibilities overseeing Bravo and Oxygen Ad Sales
Deborah Fine, president of iVillage Properties, reports to Zalzanick.