V I D E O • A G E JU N E/ JU L Y 2 0 1 0 8 Promax, the venerable convention for media marketing people, has changed venue. This year, its main annual event is moving from its traditional New York City’s mid-town spot, to the downtown of Los Angeles at the JW Marriott and L.A. Live complex. The new location promises little improvement as far as traffic jams are concerned, and as for panoramic view, participants will be staring at Highway 110 from the whole duration of the event, which is taking place June 22-24. Much improvement, however, is expected as far as the focus of the event is concerned, with television back on its agenda and many top TV executives among its panelists, speakers and moderators. Looking at the program schedule of Promax 2010, virtually all major TV organizations are represented, including USA Network, HBO, Fox International Channels, History Channel and Nickelodeon. Plus, it will have speakers such as Ed Wilson, president of Tribune Broadcasting; John Miller, CMO of NBCUniversalTVGroup; PeterLiguori, COO of Discovery Communications and Michael Benson, evp marketing at ABC Entertainment. Being in Los Angeles, Promax organizers are even making the event more glamorous by bestowing the LifetimeAchievementAwardtoPlayboy’s founder Hugh Hefner. Possibly as a sign of gratitude, Playboy has opened its Mansion to selected Promax guests for the event’s opening party on the evening before the convention opening day. The only problem that will be confronting Promax participants is that it sits around at least five other televisionrelated events: The first, in Monte Carlo, ends June 10 (Monte Carlo TV Festival); the second in Banff, Canada (Banff World TV Festival), concludes June 16; the third in São Paulo, Brazil (Brasil TV Forum), finishes on June 17; the fourth in Budapest, Hungary (DISCOP), ends on June 25; and the fifth, in Rome, Italy (Rome Fiction Fest), starts July 5. And this without considering the Licensing Show, which this year moved to Las Vegas (also from New York City) and winds down on June 10. It’s clear that American, European, Asian and Latin American TV executives will have to make a choice, since it would be impossible to attend more than one TV trade event, no matter how different they might be. So, what is Promax putting on the delegates’ table than the other events will not be offering? First could be “sex” with the Playboy Mansion party opportunity. Second, “money,” with sessions about both saving and making money through marketing. Thirdly, “sports.” According to a representative from Promax, the event has a number of unique qualities to distinguish itself. “It’s the only event that focuses specifically on entertainment marketing, promotion and design,” he said, “It is an opportunity for the marketing and design community within the television industry to network, share best practices, learn about the latest technologies, celebrate excellent work and hear from industry leaders.” The move to L.A. is the latest of a string of attempts by Promax president Jonathan Block-Verk to recover from the slump that began under his predecessor, Glynn Brailsford. But, with upwards of 70 speakers and around 50 seminars and sessions to attend, the market appears poised to be a somewhat successful one. Seminar topics are diverse, and range from 3D TV to remaining relevant in the job market to incorporating comedy into marketing and promotions. Naturally, a number of panels will address the persisting issue of digital media and the Internet, with sessions like “Inventions in the New Age of Engagement,” which will tackle social networking sites. Promax won’t be all work and no play, however. A promax rep promised VideoAge a host of parties off the hotel premises, including an Elite Member bash at the aforementioned Playboy Mansion. What better place to talk about marketing than in Hugh Hefner’s famous grotto? More fun should come in the form of a Speed Dating networking function on the evening of Day One, which promises to put a new spin on schmoozing. A select number of clients will get a chance to meet agency heads in a series of eightminute one-on-one capabilities pitches at cabaret-style tables for four. If there’s one thing that Promax organizers have always delivered, it’s star power. Last year’s conference saw Robert Redford accept a Lifetime Achievement award, and the two previous markets boasted Vince McMahon and Bill Clinton. This year, in addition to Hugh Hefner, attendees can look forward to a speech from Larry King and a Q&A with legendary boxer Sugar Ray Leonard, hosted by HBO Sports president Ross Greenburg. In addition to a session of verbal sparring with Sugar Ray, Promax has other sports oriented fare on tap. A panel titled “Best in Sports Marketing” will be hosted by Bill Bergofin, SVP of Marketing and Promotion at Versus and presented by the Sports Media Marketing Awards. The market will also play host to two award ceremonies. The North America and World Gold Promotion, Marketing and Design finalists will be recognized over two nights (June 22 for design, June 24 for marketing) and a winner will be announced for each category. Promax 2010 is also unveiling two brand-newevents: theCreativeEducators Forum and Promax Bootcamp. The Creative Educators Forum is aimed at media instructors at undergraduate and graduate levels and is designed to, according to organizers, “help [them] better prepare their students for careers in entertainment media and marketing.” Bootcamp, meanwhile, is an intensive two-day professional development workshop focused on helping enhance technical, creative and cognitive skills for success in the world of television promotions. It will take place simultaneously with Promax proper, and feature speakers such as Fox Broadcasting SVP of marketing Laurel Bernard, CNN VP of On-Air Promotions Drea Besch, Tooth+Nail creative director Linda Button and more. Bootcamp recruits will attend workshops on creative writing, editing, presenting and promo structure, among other topics. Marketing Mart Puts TV Back On Its Agenda P r o m a x P r e v i e w This year’s edition is held at the JW Marriott in downtown Los Angeles
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