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 method to genuine storytelling and model evolution.
Find out how BET is pioneering change by means of strategic model partnerships, streaming innovation, and a dedication to significant content material that drives each cultural influence and industrial success.
A must-listen for advertising and marketing leaders looking for 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 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 expertise that proceed to tell her method in the present day.
Episode highlights:
[03:32] What Good Advertising Seems to be Like At this time — Contemporary from judging Cannes Lions, Kimberly emphasizes the significance of genuine storytelling in in the present day’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 attempting to get again to significant work.” She notes that in a world the place TikTok has turn out to be a serious leisure competitor, the bar for high quality storytelling has by no means been increased.
[10:06] Making use of CPG Rules to Leisure — Kimberly explains how her various background serves her in leisure: “As entrepreneurs, our major position is demand creation, whatever the class. The great thing about actually having this huge expertise is that you simply see customers in a wide range of other ways by way of their journeys.” She emphasizes how each model should now turn out to be a terrific storyteller, making her leisure expertise invaluable throughout industries.
[14:23] BET’s Evolution and Mission — Discussing BET’s 45-year journey, Kimberly explains the model’s evolution: “Our mission is not only 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 choices she’s pleased with: main Paramount World’s first transfer into streaming and redesigning BET’s visible id system. On the brand redesign, she remembers: “Our CEO saying, ‘You broke the brand.’ And I mentioned, ‘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 possibly’t be outlined. It will possibly’t be certain.”
