PromaxBDA is the global leader for those marketing television and video content. The association represents more than 10,000 companies and individuals and is a resource for education, community, creative inspiration and career development in the media and media marketing sectors.
zeeBigBang spoke with PromaxBDA President/CEO, Jonathan Block-Verk to find out more about the organization, the role of mentorship in his professional life and their view of the future of transmedia in television.
Block-Verk comes from an advertising and publishing background, having worked for PlayBack Magazine and later ran Boards Magazine, he says he’s “always been good at bringing communities of interest together.”
"I’ve always been good at providing these communities with the tools and opportunities for learning, development and career advancements. That’s what I did with Boards Magazine, it’s what we did with Playback Magazine. This [PromaxBDA] is just on a much larger scale; we’re much more global in focus," explained Block-Verk.
He described how PromaxBDA changed and evolved over the past 5 years from being a once-a-year conference to being an organization with the largest board of chief marketing officers across the entertainment and media marketing space.
"The once a year conference was really all about TV promotions and the design that went into making the promotions. What we’ve done over the last 5 years is recognize that marketing from a much higher and global perspective is what drives success in the business of entertainment. We as an organization serve our community by providing the insights, ideas and cross pollination of best practices for marketing executives. That includes on-air promo, design, PR and communications, media strategy planning, agency, digital and all the rest. So in being able to super-serve this community, we’ve enhanced the conference which still goes on once a year, but we’ve also added new conferences, the Sports Media Marketing Summit, the Station Summit, PromaxBDA Latin America, PromaxBDA Europe, and things like that. We’ve also launched a really sophisticated mentorship and leadership training program to help enhance the skills of the executives in our industry,” said Block-Verk.
Since PromaxBDA puts a large emphasis on mentorship, we asked him what role mentorship has played in his career.
"Mentorship is critical, especially as you’re progressing through the ranks and into the senior executive roles. It’s always important to have somebody out there who you can connect with and bounce ideas off of in a safe environment where somebody, who is committed to your success and your career evolution, gives you insights that they’ve been able to acquire through their careers," explained Block-Verk.
Transmedia is a popular topic of conversation amongst broadcasters and television producers. Here is Block-Verk’s description of PromaxBDA’s view on the future of transmedia storytelling within television is.
Transmedia storytelling over many types of platforms. Photograph courtesy of Deanashour
"As a community, marketing executives are fundamentally at the forefront and always have been, of understanding how audiences are consuming media and consuming stories across all the digital platforms; bringing that information and making it accessible to those within the media organizations. At it’s core, our industry is about storytelling, but it’s also about aggregating an audience around that storytelling. You need a good story and because of the nature in which media works now, a good story means something different to everyone out there. Aggregating that audience in the way they want to be communicated with, and the way they want to be spoken to, on their time at their house, and I don’t mean their physical house but wherever they want to have this communication. That is critical and that has always worked in the domain of marketers," explained Block-Verk
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