Building Harvey's Brand

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Name: Lori Sale

Age: 43

Who she is: Exec VP-Worldwide Promotion at Miramax Films

Where she's from: Sale joined Miramax in 1999. She formerly was the president of Marketing Mix, an entertainment marketing agency, which she founded in 1986. There, her client roster included Sony Pictures Entertainment, Polygram, 20th Century Fox, Coca-Cola Co., and Gatorade.

What she's done: While running Marketing Mix, Sale orchestrated "Premieres in the Park" in 1998 for the Disney Channel, a cable affiliate program where films were screened for kids at parks nationwide. During her stint at Miramax, corporate tie-ins to the "Spy Kids" franchise for the studio's Dimension unit has been a major tent-pole success where brands like McDonald's and Kraft received product placement, licensing, and retail promotional opportunities.

%%PULLQUOTE_RIGHT%% What's next: In addition to nurturing the recently inked long-term pact with Coors, Sale and her team will focus their efforts on Miramax's 25th anniversary in 2004 as a platform for brands as well as an opportunity for the studio to take its brand-building to the next level. "It's intriguing for corporate marketers to tie into a brand instead of just a specific film," she conjectured. The components being considered include a theatrical film festival, DVD collections with bonus footage, a significant Miramax retail presence in terms of licensed merchandise, as well as a TV special.

Stock-in-trade: "What makes Miramax so different is the brand and the vision that Bob and Harvey Weinstein have. Also, there's not another studio where the head of promotion reports directly to the chairman of the studio."

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