Continuing its internal reorganization, Viewer's
Choice announced last week that it has hired two new marketing executives as part of a
total overhaul of its marketing department.
The network divided the marketing department into several
divisions -- including affiliate marketing, creative services, promotions marketing and
corporate communications -- to try to provide a more aggressive and expanded promotional
and marketing effort, senior vice president of marketing and brand director Gavin Harvey
"I'm really excited about the new marketing
structure and the people that we've placed into those positions," he added.
"Now we have to create the process from within to make it work."
Heading up the promotional-marketing area will be newly
named vice president of promotional marketing Stephen Earley.
Formerly director of national promotions for 20th
Century Fox Film, Earley will be responsible for developing and extending the
network's marketing and branding efforts by teaming up with strategic partners,
retailers, media brands, sports leagues and program suppliers to build greater awareness
of the network's new In Demand brand and its program offerings, Harvey said.
At Fox, Earley was credited with creating and executing
promotions for releases such as Independence Day, the Star Wars TrilogySpecial
Edition, There's Something About Mary and Entrapment.Under
his direction, the studio generated millions of dollars in value from promotions for
consumer products from Anheuser-Busch Inc.'s Budweiser Beer and Nissan Motor Co.,
"As a national brand, In Demand will aggressively
pursue creative relationships with household name brands, and Stephen will take the lead
in making that happen," he added.
Veteran cable executive Stacie Cowan Gray will run the
creative-services division. As vice president and creative director, Gray will attempt to
establish standards and guidelines and develop superior branded creative to reflect the
network's new positioning, Harvey said.
Gray was most recently Time Warner Cable of New York
City's consultant/creative director, where she won a Promax Gold award for her
"New York at Its Best" branding campaign.
Gray also worked at Popcorn Channel, as well as with ad
agency Ahern New York, where she was instrumental in developing campaigns for key clients
such as Sci Fi Channel, E! Entertainment Television, Discovery Channel, Showtime Networks
Inc. and Bravo.
"Stacie was a coup for us, considering her vast
experience in branding several cable networks, as well as Time Warner Cable [New
York]," Harvey said.
Viewer's Choice senior director of affiliate marketing
Gregg Rothberg was promoted to vice president of marketing in charge of brand positioning,
consumer marketing, national trade marketing and market research, Harvey said.
While at Viewer's Choice, Gregg managed affiliate
marketing, studio and event marketing and oversaw the marketing launch of the
network's recently acquired "NBA League Pass" National Basketball
Association out-of-market package.
The corporate-communications department, currently headed
by vice president of corporate communications Joe Boyle, will focus on the job of getting
the word out about In Demand to consumer and trade publications. "We really believe
that this is a critically important part of our marketing effort," Harvey said.
Finally, the network will shore up its regional marketing
staff by placing affiliate executives in its five offices in Los Angeles, Detroit,
Atlanta, Denver and New York.
"We feel that the branding and marketing of In Demand
happens at the customer level, so as a result, we will have affiliate marketing executives
and regional staffs at those major markets," Harvey said. "It's an added
level of marketing support to help execute national promotions and other campaigns on the