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 neighborhood in trendy media.
From judging at Cannes Lions to celebrating BET’s forty fifth anniversary, Kimberly shares how her in depth 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 way 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 searching for to know 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 abilities that proceed to tell her method in the present day.
Episode highlights:
[03:32] What Good Advertising Appears Like Right this moment — 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 massive M. And that actually is that if it’s significant, if it issues, it’ll transfer the metrics. And I believe we’re actually making an attempt to get again to significant work.” She notes that in a world the place TikTok has change into a serious leisure competitor, the bar for high quality storytelling has by no means been larger.
[10:06] Making use of CPG Rules to Leisure — Kimberly explains how her various background serves her in leisure: “As entrepreneurs, our main function is demand creation, whatever the class. The great thing about actually having this huge expertise is that you just see customers in a wide range of other ways when it comes to their journeys.” She emphasizes how each model should now change into a fantastic 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 believe that’s the distinction. It truly is about altering outcomes for our neighborhood. I believe we thrive at this intersection of content material, tradition, and neighborhood.” She emphasizes how BET has shifted from being the one place to see Black tradition to specializing in significant influence.
[18:51] Strategic Selections That Modified Trajectory — Kimberly shares two key selections 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 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 believe that’s what tradition is. It may well’t be outlined. It may well’t be sure.”
