AMC Networks Constructs an Inclusive "Avenue" for Sponsors

The goal is to associate adverting messages with content on AMC39s portfolio of programming that celebrate a variety of underrepresented audiences including Black LatinxHispanic LGBTQIA AsianAmericans and Pacific Islanders and women Content on both linear cable networks and streamed services provide opportunitiesquotAvenue is a place where you and your brands can effectively reach diverse audiences which we can reach at scale for your brandsquot said Kim Kelleher AMC Networks39 President of Commercial Revenue and PartnershipsAvenue will serve as an online and inperson resource to partner advertisers with unique multiculturalspecialized audiencebuilding opportunities 365 days a year Beyond offering information and data about ad placement clients will be empowered to create customized commercials or branded segments with input from AMC39s Avenue Creative Class which includes on andoffcamera talent involved with various seriesInitial Creator Class members include The Walking Dead executive producer Angela Kang and Courtney B Vance star of 61st Street launching April 10 on AMC AMC and ALLBLKAvenue will operate within AMC Networks39 existing branded programming unit known as the quotContent Roomquot Two executives are supervising the effort Trina Pepe Senior Vice President of Integrated Marketing ampamp Avenue and Dominique Johnson Director of Impact Marketing ampamp AvenuequotDiverse audiences want fewer stereotypes and more accurate and authentic representation of our culturesquot Johnson said quotWe want content for the culture not about the culture story building as opposed to storytelling We want to spark conversations with content built from the ground up with each lived experience in mind to showcase a diversity of lived experiences embrace rich storytelling and amplify the historical triumphs and accomplishments of underrepresented groups without traumaquotThe Walking Dead39s final season and upcoming weekly anthology Tales From The Walking Dead coming this summer are among the first series pitching advertiser participation through AvenueSeries launching this summer and during the 202223 season are also in the mix They include Dark Winds a police drama headlining Native Americans on both sides of the camera Pantheon AMC39s first adult animated saga created by AsianAmerican Ken Liu as well as ALLBLK39s new Thursdaynight programming block on WE tvquotWe have received a lot of positive feedback from the marketplace which recognizes the need for help with developing inclusive campaigns and diverse creativequot Kelleher told MediaVillage after the event took place quotAs content creators we know the work of inclusion is long overdue and hard to navigate We39ve seen real interest from our partners in utilizing Avenue as a trusted resourcequotAvenue is also seeking to interest advertisers in a series of short films that focus on multicultural milestones under the banner quotStories That Movequot The films will play on several AMC services Another Avenue opportunity involves Can We Talk About This Up until now it39s been a group of SundanceTV interstitials about putting classic movie stereotypes in context but it will morph into a series examining entertainment inclusion with content performers creators and influencersAvenue39s presentation also featured ALLBLK Senior Vice President Of Development and Production Nikki Love Dark Winds star Zahn McClarnon and Kevin Can Fk Himself creatorshowrunnerexecutive producer Valerie ArmstrongquotSo much of our history has been told inaccuratelyquot McClarnon commentedquotTelling the story you39re qualified to tell matters what I39ve experienced or a shade of what I39ve experiencedquot added ArmstrongquotFor us making sure the stories are controlled by our narrative is criticalquot chimed in LoveDown the road Avenue will introduce tentpole opportunities that encourage campaigns or branded content tied to specific occasions from Black History Month and Pride Month to the Lunar New Year Special event participation such as the annual ComicCon in San Diego is also under considerationClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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AMC Networks Constructs an Inclusive "Avenue" for Sponsors

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Simon Applebaum

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