McCarus Goes From Mags To Branded Entertainment

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Flory Bramnick has been upped to senior VP-West Coast sales at Sony Pictures Television, where she will partner with exec VP cable sales John Rohrs for cable sales of SPT properties. Bramnick, previously VP-strategic sales operations, also will develop strategic distribution opportunities for SPT content as well. She will report to Exec VP John Weiser.

Yael Oestreich has been promoted to VP-development at Madonna's Maverick Films. Oestreich is responsible for new projects as well as Maverick's existing slate, including "My Sassy Girl" for DreamWorks and a Focus Features remake of the Korean horror hit "Phone."

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Name: John McCarus

Age: 40

Who he is: VP-business development for Grey Global Group's Alliance entertainment marketing shop. He's responsible for soliciting business development across a range of categories as well as program creation and the mining of alternative revenue streams.

Where he's from: This magazine publishing vet spent a decade where he held a slew of senior sales and marketing posts including publisher of Saveur magazine and associate publisher of Rolling Stone and the New Yorker. "Frankly, I think what we do is graduate school for publishers. Great publishers nowadays are forced to be able to deliver marketing solutions for clients; it's no longer just about selling pages."

What he's done: To help launch the Kia Spectra, which is expected to become 60% of the marque's total volume, McCarus and crew at Alliance took the brand beyond its traditional advertising to craft a Spike reality TV series starring the band Sugar Ray—"a music industry version of 'The Apprentice'"—to offer reach to supplement an integrated marketing program around the band's music tour, which includes a partnership with Rolling Stone magazine. To restage Clairol's Natural Instincts hair-coloring brand, McCarus hit upon a concept featuring Mariel Hemingway to headline a series of yoga and alternative fitness festivals kicking off in July in San Francisco, New York, Los Angeles and Chicago. McCarus also secured a series of vignettes on TBS with "Makeover and a Movie" where Hemingway will co-host.

What's next: "Figuring out a way to take branded reality programming and turn it into a sales tool—that is how do we sell something off-the-screen, online that can drive a true ROI metric which the space is hungry for." McCarus said Alliance's goal is to grow the shop's non-Grey affiliated business from 25% to 50%.

Stock-in-trade: "Clients want an agency solution; so if you think you're a specialist, you're going to struggle if you only want to handle one piece of a transaction."

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