- Uses a wide range of examples from major broadcasters around the world to expertly illustrate the marketing, advertising and design approaches that work best in television
- Includes 50 interviews with leading practitioners in global TV brands, providing the insider perspective on the challenges and opportunities of marketing television programmes
- Includes examples drawn from globally recognised channels and networks, Sky TV, BBC, Fox, ITV, NBCU, AMC, Comedy Central, HBO, UKTV etc. It also includes examples drawn from universally loved television shows including Doctor Who, Mad Men, Game of Thrones, American Horror Story, and major sporting events such as the Olympics and Paralympics.
- Online resources: Bonus chapter on TV channel design in a multi-screen world, and a Student and Instructor's Manual with chapter summaries
The TV Brand Builders
How to Win Audiences and Influence Viewers
Effectively create and maintain a brand in television broadcasting with this incisive yet practical guide to the marketing strategies behind some of the world's most successful ones.
Key features at a glance
EAN: 9780749476687
Edition: 1
Published:
Format: 234x156
328 pages
About the book
The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities.
Written by two leading practitioners responsible for work as famous as the BBC One hippos, the creation of a TV channel called Dave and the re-launch of Doctor Who, and featuring interviews with 50 leading industry experts from 8 countries, from HBO to ESPN, from DreamWorks to CANAL+, The TV Brand Builders combines practical advice and strategic insight with exclusive stories from the ratings front line. Online resources include a bonus chapter on TV channel design in a multi-screen world, plus a 'Student and Instructor's Manual' with chapter summaries.
About the authors
Andy Bryant is Managing Director of Red Bee, a London-based, internationally acclaimed creative agency. He is a recognised thought leader and frequent speaker at leading industry conferences globally on TV brand strategy, marketing and creativity. He is Honorary Professor in Film and Media at the University of Nottingham.
Charlie Mawer is Executive Creative Director of Red Bee, responsible for their global creative output. A BAFTA nominee and former Promax UK chairman, Charlie has lectured around the world including for a number of universities, TEDx, the BFI and D&AD.
'The TV Brand Builders is an outstanding and in-depth examination of the craft of television marketing, full of insight, perspective and anecdotes into what really works and why. It is sure to become a must-read for all those wanting to understand what's important in today's rapidly evolving TV landscape. Bryant and Mawer combine their many years of experience to provide the reader with an entertaining and easily read journey into how to build a TV brand.'
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