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Article: TGIF Branding; Michael Benson, senior VP, marketing, advertising and promotion, ABC; and Marla Provencio, senior VP, marketing, advertising and promotion.(Special Report: Promax&BDA Awards)
- Article from:
- TelevisionWeek
- Article date:
- June 21, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Kathleen O'Steen Special to TelevisionWeek
Something old, something new, something borrowed ... That easily could have been the mantra for Michael Benson and Marla Provencio, both senior VPs of marketing at ABC. Just over a year ago the duo was given the tough task of reinventing the network's TGIF Friday-night brand-something the network had scrapped four years earlier.
"When it was decided to bring TGIF back, we didn't know if it was going to be well received," said Mr. Benson, who along with Ms. Provencio oversees marketing, advertising and promotion for the network's prime-time and late-night lineups. "But we've found that it's a concept that ...
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