E.g., 11/12/2019
E.g., 11/12/2019

Brand Values and Viewer Profiles: How Viacom Blends Marketing, Sociology, and Linguistics to Win at Global Entertainment

Wednesday, 14 March, 2018 - 14:45

Values are at the very core of brands and everything from original content creation and acquisitions to customer service radiate from that core. Building and protecting brand identity is paramount and it presents a unique challenge for localization. Now multiply that challenge and apply it to popular shows and you’ll have a sense of what Viacom International Media Networks localization team faces every day. It requires a careful synthesis of brand values, TV viewer profiles, and linguistics to get it right. Through case studies using popular shows, this session explores how to credibly link brand environment and localization efforts for positive customer experiences that remain true to the original creative intentions. It also explains the rationale for containing this blend in the vendor management methodology and practical tips for executing this goal.

Digital Marketing and New Media, Short Talk

Katarzyna Dryńska, Viacom International Media Networks

Katarzyna Dryńska is Local Versions Director at Viacom International Media Networks, the home to global entertainment. She leads localization efforts for TV and digital platforms, working for Central & Eastern Europe as well as the Nordic countries. Katarzyna joined Viacom 11 years ago and since then her role has expanded to include these flagship brands: Comedy Central, MTV, Nickelodeon, Paramount, Spike. She has more than 20 years of experience in the entertainment sector and prior to Viacom had various roles in TV programming and international program acquisitions. She holds Master’s degrees in US Politics from the American Studies Center, University of Warsaw as well as in Cultural Studies from the Institute of English Studies, University of Warsaw.