Opening Thoughts

Entertainment A-List The Top Ten

Glee IFnoxM’saypr2im00e9-t,imKeevmineRgeaihlliyt iws ahsitatbinogutaltlotthaekerigohntenoofttehsewbiitghgfeasnt srisaknsdobfrhainsdcs areer. Fox’s entertainment president made the pivitol choice to debut the pilot for “Glee,” a high 1 school-set musical comedy, after the seaso©n finale of “American Idol” and a whopping four months before its regular seasohn wats slated to roll out. The choicetwioas lnargely unprecedented, and notyunriveirsgally liked. Two years later,t“Grleieb” isunothing short of a cultural phenomoenopn. is d, C ial D wnloa erc can do mm users use Co orised sonal Ryan Seacrest or . Auth or per ale hibited copy f The ubiquitous enterrtaiSnment machsienepursoes his uniquesibnrganled to boost other brands, from Bing tto Rfeeobok to P&G ised u rint a RyaNn Seoacrest has sapuetnht ohirs entire careearntrdyinpg to understand advertisers’ needs, from Un y, view his morning job as hodstiosfpPlaremiere Radio Networks’ “On Air With Ryan Seacrest,” to 2 his afternoon gig as co-host and managing editor of “E! News Daily,” to his nine-years- and-counting stint as host of Fox juggernaut “American Idol.” But it all started during his days as a 16-year-old intern for Atlanta radio station WSTR. Bonnie Hammer With more Comcast properties in her portfolio, can NBCU cable chair do for them what she did for USA? The woman who helped build Cable’s USA into the set-top-box powerhouse it is today is setting her sights on other media fiefdoms. In addition to USA, SYFY and other proper - 3 ties, she now has two more channels E! and G4 from the Comcast side of the equation in her portfolio. Advertisers will be watching to see if she can do for those networks what she has done for others under her purview. AMC Charlie Collier With new hits “Walking Dead” and “The Killing,” the AMC network with critical acclaim has found mass appeal For more than three years, Rainbow Media’s AMC has built a modest but loyal follow - ing for delivering highly acclaimed but middling-rated dramas such as “Mad Men” 4 and “Breaking Bad.” With new hits such as “Walking Dead” and “The Killing,” AMC is no longer looking like a two-trick pony. “We strive to tell the type of stories you’ve only been able to see before on premium television.” Jimmy Kimmel Late-night show stands out in crowded category thanks to ability to stretch brand beyond TV It’s fast becoming clear that the key to winning the cutthroat, ego-filled battleground for 5 late-night TV isn’t about winning viewers by looking for the next Johnny Carson, but win - ning younger demographics who don’t even know who Carson is. So Jimmy Kimmel just might be onto something with his ABC show “Jimmy Kimmel Live.”

Canadian Pharmaceutical Marketing / June 2011 3 Opening Thoughts

Carol Goll Social-media buzz helps ICM match marketers with the best celeb endorsers –even the elusive ones Carol Goll is keeping the old-school celebrity endorsement deal alive, with a new- 6 media twist. Ms. Goll and her team help marketers decide which artists would be their best partner by looking at their followers on Twitter, fans on Facebook, and buzz around recent projects.

King’s Speech: Harvey Weinstein Weinstein CO.’s marketing savvy rakes in $405 million at the box office plus the Oscar for Best Picture “The King’s Speech” once again proved the old Hollywood truism –never count out Harvey Weinstein. The former Miramax chief and current co-chairman of The Weinstein Co. had the comeback story of this year’s Oscar season when his char - 7 acter-driven period piece beat out favourites like “The Social Network,” “True Grit” and “Black Swan” for Best Picture. “King’s Speech also became a surprise box office smash raking in $405 million worldwide. Kimberly-Clark: Joe Kuester Marketer’s unlikely plan to sell Poise using webisodes starring Whoppi Goldberg pays off “Light bladder leakage” has been around a long time, as have products to deal with it. But it was never excatly a subject of ordinary conversation or entertainment. So 8 creating original, branded content about it might seem absurd. That is, until Kimberly-Clark Corp. and its Poise brand met Whoopi Goldberg via MindShare Entertainment.

BET: Debra Lee Thanks to social media, net tapped fans mourning the loss of ‘The Game’ made it “thTeheNoG.a1msiet”cosmtarotendclaibfele on the CW, but was cancelled after three seasons. BET then acquired the show after a huge fan following mourned its cancellation, and subsequent outpouring of social media activism. The show’s fan page had more 9 than 1.4 million fans by the time BET was prepping its relaunch campaign. By tap - ping into Twitter and Facebook to get the word out about the show’s return, BET lured 7 million viewers to tune into the show’s premiere. Funnyordie: Dick Glover From a miserable economy emerged a laugh (and celebrity)filled site that makes profit despite low costs According to Funny or Die CEO Dick Glover, the key to understanding his compa - ny’s runaway success starts in the fall of 2008, when the markets took a precipi - 10 tous dive that sunk the economy into the worst downturns in decades. “All that misery really forced us to focus on what we were good at –being funny,” he recently recalled.

*Source: Adapted from Advertising Age, May 23, 2011. CPM

4 Canadian Pharmaceutical Marketing / June 2011