Interview: Courteney Monroe, EVP, Consumer Marketing, HBO (Pt 1) - Branding HBO
10 New Years Resolutions for Brands from Shawn Parr, CEO, Bulldog Drummond

Interview: Courteney Monroe, EVP, Consumer Marketing, HBO (Pt. 2) - On Branding HBO (Pt. 2)

  HBO wants you to "imagine" the possibilities.

If you thought "Voyeur Project" and this holiday season's “Make Your Own HBO" are cool, you might also like to go behind the scenes of this past year's "HBO: Imagine" - an ambitious sequel to "Voyeur" that features, among other things, a giant outdoor cube that displays scenes from a mini-drama shot from four different perspectives, so you have to view each side of the cube to get the big picture.

Factor in a content-rich microsite that enables users to navigate their way through the campaign's complex narrative, and so powerful was the experience, the initiative won a Gold Lion at the 2010 Cannes Lions Advertising Festival.

In this excerpt from an interview with Courteney Monroe, HBO's executive vice president of consumer marketing for the new book, THE ON-DEMAND BRAND, we go inside "HBO: Imagine" to find out why this campaign makes for such an exciting successor to "Voyeur." Along the way, she'll share her views on how this kind of initiative is so important for burnishing the HBO brand - which, by the way, has seen record subscriber growth, to 27 million - despite tough economic times. As you'll see, this effort might just help explain why.

Courteney_monroe_photo COURTENEY MONROE, EVP, CONSUMER MARKETING: BRANDING HBO (PT. 2)

(Approx. 8:22)

ALSO LISTEN TO:

COURTENEY MONROE, EVP, CONSUMER MARKETING (PT. 1) - ON BRANDING HBO

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover

"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 


 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


-----------------------------------------------------------------------

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

The comments to this entry are closed.