Overview
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.
Full Product Details
Author: Andy Bryant (Managing Director, Creative) ,
Charlie Mawer
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Dimensions:
Width: 15.60cm
, Height: 1.90cm
, Length: 23.40cm
Weight: 0.537kg
ISBN: 9780749476687
ISBN 10: 0749476680
Pages: 328
Publication Date: 03 April 2016
Audience:
General/trade
,
College/higher education
,
Professional and scholarly
,
General
,
Tertiary & Higher Education
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
Fragmented, segmented, bundled, unbundled, TV marketing today apes 3D chess. Thoroughly researched and wonderfully compiled, this book transmits a clear picture of advertising and marketing s special role. --Tim Lefroy, Chief Executive Advertising Association
The TV Brand Builders is a gift to students and media industry scholars seeking to understand the fast-moving world of television marketing. Brimming with insights, and written with verve, the book offers a compelling and clear-sighted account of TV promotion from leading practitioners in the field. Bryant and Mawer bring all their experience to bear in demonstrating the creativity and skill of TV brand building. A must read for anyone interested in promotional screen culture. --Paul Grainge, Professor of Film and Television Studies University of Nottingham
Full of interesting anecdotes and behind-the-scenes peeks, this book is an authoritative resource in television marketing. Andy Bryant and Charlie Mawer s The TV Brand Builders is an insightful look at television brands and how to build them, and is chock full of expert observations and relevant examples. ... The TV Brand Builders offers a rare behind-the-camera look at how brands are developed and marketed. ...With salient observations, on-target illustrations, and extensive references, The TV Brand Builders is sure to be an authoritative resource for anyone interested in television marketing. --Barry Silverstein Foreword Reviews
The TV Brand Builders is comprehensive, well researched, and insightful - the definitive guide for anyone looking to build their career in entertainment marketing. --Walter Levitt, EVP, Chief Marketing Officer Comedy Central
Author Information
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.
