On this episode of Advertising and marketing Vanguard, host Jenny Rooney sits down with Kimberly Paige, EVP and CMO of BET, to discover the intersection of content material, tradition, and group in trendy media.
From judging at Cannes Lions to celebrating BET’s forty fifth anniversary, Kimberly shares how her in depth expertise at P&G, Coca-Cola, and Coty formed her strategy to genuine storytelling and model evolution.
Find out how BET is pioneering change by way of strategic model partnerships, streaming innovation, and a dedication to significant content material that drives each cultural affect and business success.
A must-listen for advertising leaders in search of to grasp how heritage manufacturers can keep related whereas sustaining their core mission.
With over twenty years of selling expertise, Kimberly beforehand spent 17 years at Coca-Cola in varied management roles, together with operating the worldwide Sprite enterprise and main their Ventures in Rising Manufacturers division. She started her profession at Procter & Gamble, the place she developed foundational advertising abilities that proceed to tell her strategy right this moment.
Episode highlights:
[03:32] What Good Advertising and marketing Seems to be Like At the moment — Contemporary from judging Cannes Lions, Kimberly emphasizes the significance of genuine storytelling in right this moment’s panorama: “We actually wanna get again to actual true storytelling—this notion of Advertising and marketing with massive M. And that actually is that if it’s significant, if it issues, it’ll transfer the metrics. And I believe we’re actually attempting to get again to significant work.” She notes that in a world the place TikTok has turn out to be a significant leisure competitor, the bar for high quality storytelling has by no means been increased.
[10:06] Making use of CPG Ideas to Leisure — Kimberly explains how her numerous background serves her in leisure: “As entrepreneurs, our main function is demand creation, whatever the class. The fantastic thing about actually having this huge expertise is that you just see shoppers in a wide range of alternative ways when it comes to their journeys.” She emphasizes how each model should now turn out to be an awesome storyteller, making her leisure expertise useful throughout industries.
[14:23] BET’s Evolution and Mission — Discussing BET’s 45-year journey, Kimberly explains the model’s evolution: “Our mission isn’t just about offering Black content material, and I believe that’s the distinction. It truly is about altering outcomes for our group. I believe we thrive at this intersection of content material, tradition, and group.” She emphasizes how BET has shifted from being the one place to see Black tradition to specializing in significant affect.
[18:51] Strategic Selections That Modified Trajectory — Kimberly shares two key selections she’s pleased with: main Paramount International’s first transfer into streaming and redesigning BET’s visible id system. On the emblem redesign, she recollects: “Our CEO saying, ‘You broke the emblem.’ And I mentioned, ‘No, I liberated it.’ It was actually based mostly off an perception round creating this lovely black clean canvas as a result of I believe that’s what tradition is. It will possibly’t be outlined. It will possibly’t be sure.”
