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Corbett's All About Co-Branding

By Published on .


Name: Erin Corbett

Age: 33

Who she is: As VP-national promotions for Warner Bros. Domestic Theatrical Marketing based in Burbank, Calif., Corbett develops and executes corporate partnerships for the studio's individual theatrical releases. She came on board in 1997.

Where she's from: Prior to her current gig, Corbett logged in seven years at the Walt Disney Co., which included various marketing and promotions positions at Buena Vista Television Marketing and Walt Disney Licensing. Corbett got her start at Doyle Advertising & Design in Boston.

%%PULLQUOTE_RIGHT%% What she's done: Corbett was part of the team that put 1-800-Flowers and AOL together with the film "You've Got Mail." Despite the Wachowski brothers' aversion to commercialism, Corbett and her staff were able to secure a group of select corporate sponsors including Heineken and Powerade for "The Matrix: Reloaded."

What's next: General Mills and Sprint are among the partners for the live action/animation hybrid "Looney Tunes: Back in Action" with Brendan Fraser and Jenna Elfman in November 2003.

Stock-in-trade: "I'm not a huge fan of negotiating my deals based on product placement. It's such a struggle to make product placement happen. So I've gotten to the point where if a corporate partner wants to do a deal with us, it's because they want to associate their brand with our brand."

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