BET: THe Remaking of a Brand

Posted in: Alumni Career Services- Apr 13, 2014 Comments Off on BET: THe Remaking of a Brand

Online
Tuesday, April 29, 2014, 12:30 – 1:30pm

Eddie Hill (B ’92), SVP Marketing & Brand Strategy at BET Networks (A Viacom Company), will take us on the network rebrand journey of BET, the iconic American top 20 cable network. Over its 34 year history, BET has taken on various roles:

-A groundbreaking fledgling network targeting African Americans, filling a major void

-A publicly traded entertainment juggernaut

-Being acquired by powerful entertainment conglomerate Viacom (owners of networks including MTV, VH1, Nickelodeon, Spike TV, Comedy Central, TV Land, Logo, CMT, and Paramount Pictures)

-Now leading as an entertainment beacon being emulated and competitively targeted by networks throughout the television landscape

In 2012, Eddie was part of the team that spearheaded the re-brand of BET, tackling a huge challenge at an important nexus in the network’s history. Hear about the strategy, philosophy, and results behind the unveiling of BET’s new Brand filter and its elements, from a consumer and media industry perspective – and the challenges that remain.

Eddie Hill is the Senior Vice President of Consumer Marketing & Brand Strategy for BET Networks, responsible for all facets of the consumer marketing strategy for both BET and CENTRIC, across all platforms. He has led the consumer marketing campaigns for such hit programming as The Game, BET Awards, Apollo Live!, Being Mary Jane and Real Husbands of Hollywood, among others. He also helped develop the launch of both networks’ new brand campaigns last year.

Prior to joining BET Networks, Eddie was Senior Vice President of Marketing for World Wrestling Entertainment (WWE), where he had oversight of Consumer Insights, Affiliate Sales & Marketing, Network Partner Marketing and Consumer Marketing. Prior to joining WWE, Eddie Hill was the Vice President of Advertising & Agency Relations for American Express, in its Global Advertising and Brand Management group. He was responsible for leading brand and product strategies and communications that drove the business.

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