On a roll: Craig McAnsh

Published on .

Craig McAnsh, 38, left Cartoon Network this month after five years during which he saw the cable network's distribution surge to 69 million households from 10 million. Most recently, Mr. McAnsh was senior VP-marketing at Cartoon Network, and now has moved on to become senior VP-global opportunity development at RPMC. He heads the new Atlanta office of the Los Angeles-based entertainment and promotions company.

Insight: In cable TV promotions, we're forced to go way beyond ordinary promotions, and Cartoon Network spends millions in off-screen promotions, mostly handled in-house. Few outside agencies ever brought us fresh ideas; RPMC was the first.

Opinion: A breakthrough promotion has to make an emotional connection between the brand and the consumer, and balance those in "perfect presence."

Prediction: Mobile marketing will continue to be a strong tool for entertainment and technology marketers, because it helps close the loop between a consumer's impression of a brand vs. the brand experience. Experiences have longer-lasting effects than impressions. I also predict a backlash against the Internet. You can't click your way through real life.

Most Popular
In this article: