Goal: To develop and implement a cross-platform marketing program linking multiple Fox/News Corp. properties together on behalf of a single advertiser.
Coup: Landing Wendy's as a participant in the Aug. 15. Fox Family Channel brand kickoff. Fast-food marketers are finally shedding their reluctance to join in cable TV promotions.
Prediction: The cable TV industry has the edge over network TV in marketing. Watch for broadcast networks to imitate cable's grass-roots promotion tactics and branding strategies in the scramble for viewers.
Secret weapon: Marketing partnerships. Off-channel resources [media, licensing, events] are prime tools for extending reach, adding value.
Tip: Go beyond established boundaries to establish multilevel partnerships. Don't be afraid to approach seemingly unlikely media partners to enhance advertiser deals.