Inside BET’s Transformation From Media Company to Movement

On this episode of Advertising and marketing 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. Learn the way BET is pioneering change by means of strategic model partnerships, streaming innovation, and a dedication to significant content material that drives each cultural affect and industrial success. A must-listen for advertising and marketing leaders in search of to know how heritage manufacturers can keep related whereas sustaining their core mission.With over 20 years of promoting expertise, Kimberly beforehand spent 17 years at Coca-Cola in numerous 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 as we speak.Episode highlights:[03:32] What Good Advertising and marketing Seems Like As we speak — Recent from judging Cannes Lions, Kimberly emphasizes the significance of genuine storytelling in as we speak’s panorama: “We actually wanna get again to actual true storytelling—this notion of Advertising and marketing with large 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 increased.[10:06] Making use of CPG Ideas to Leisure — Kimberly explains how her various background serves her in leisure: “As entrepreneurs, our major position is demand creation, whatever the class. The fantastic thing about actually having this huge expertise is that you simply 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 is not only about offering Black content material, and I believe that’s the distinction. It truly is about altering outcomes for our group. I believe 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 affect.[18:51] Strategic Choices That Modified Trajectory — Kimberly shares two key selections she’s happy with: main Paramount International’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 based mostly off an perception round creating this lovely black clean canvas as a result of I believe that’s what tradition is. It could’t be outlined. It could’t be sure.”