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 fashionable 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 strategic model partnerships, streaming innovation, and a dedication to significant content material that drives each cultural impression and business success.
A must-listen for advertising leaders searching for to grasp 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 abilities that proceed to tell her method at this time.
Episode highlights:
[03:32] What Good Advertising Seems to be Like Right now — Contemporary from judging Cannes Lions, Kimberly emphasizes the significance of genuine storytelling in at this time’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 grow to be a significant 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 fantastic thing about actually having this huge expertise is that you just see customers in a wide range of alternative ways by way of their journeys.” She emphasizes how each model should now grow to be an important storyteller, making her leisure expertise helpful 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 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 impression.
[18:51] Strategic Selections That Modified Trajectory — Kimberly shares two key selections she’s pleased with: main Paramount International’s first transfer into streaming and redesigning BET’s visible identification 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 feel that’s what tradition is. It may’t be outlined. It may’t be sure.”