On this episode of Advertising 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 intensive 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 influence and business success.
A must-listen for advertising and marketing leaders searching for to grasp how heritage manufacturers can keep related whereas sustaining their core mission.
With over twenty years of promoting expertise, Kimberly beforehand spent 17 years at Coca-Cola in varied management roles, together with working 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 and marketing abilities that proceed to tell her strategy right this moment.
Episode highlights:
[03:32] What Good Advertising Seems Like Immediately — 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 with large M. And that actually is that if it’s significant, if it issues, it’ll transfer the metrics. And I feel we’re actually making an attempt to get again to significant work.” She notes that in a world the place TikTok has grow to be a serious leisure competitor, the bar for high quality storytelling has by no means been greater.
[10:06] Making use of CPG Ideas to Leisure — Kimberly explains how her various background serves her in leisure: “As entrepreneurs, our major function is demand creation, whatever the class. The fantastic thing about actually having this huge expertise is that you simply see shoppers in quite a lot of other ways by way of their journeys.” She emphasizes how each model should now grow to be an excellent storyteller, making her leisure expertise worthwhile 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 feel that’s the distinction. It truly is about altering outcomes for our group. I feel 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 influence.
[18:51] Strategic Choices 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 identification system. On the brand redesign, she recollects: “Our CEO saying, ‘You broke the brand.’ And I stated, ‘No, I liberated it.’ It was actually primarily based off an perception round creating this stunning black clean canvas as a result of I feel that’s what tradition is. It will probably’t be outlined. It will probably’t be certain.”
