Rick Lewchuk, previous SVP of imaginative advertising and marketing and manufacturer expectations for CNN All over the world, has commenced his individual internet marketing business, Movie At 11. Lewchuk thinks his knowledge can enable regional Television set information broadcasters.
by Paul Greeley February 24, 2023 7:00 EST
Movie at 11 is an idiom acquainted to Tv persons of a certain age.
It entered the lingo again in the 1970s when Tv set stations had been promoting their 11 0’clock newscasts each individual night. The phrase was a guarantee that the film (16mm ordinarily) of a information occasion shot in the discipline would be processed and edited in time for the 11 o’clock news.
It is a phrase exclusively linked with local Tv set information.
“For another person of my vintage, I recognize what that suggests,” suggests Rick Lewchuk, former SVP of inventive advertising and model requirements for CNN Worldwide, who this month started out his own advertising and marketing business, Film At 11.
“I preferred to go back to the roots of tv advertising,” Lewchuk states. “I consider we need to have to do a lot extra of that.”
Lewchuk spent extra than 10 yrs in his job at CNN. All through that time, his team received the Promax Worldwide Marketing Team of the Yr six instances in a row.
Notice: Lewchuk suggests this is in all probability 1 on his beloved places created through his time at CNN and is most likely relatable for community information creatives. This spot received an Emmy .
Prior to CNN, Lewchuk was VP of inventive and branding for Bell Media, Canada’s major articles generation enterprise with property in television, radio, out-of-home promoting and digital media.
Be aware: From his get the job done in Canada, the promos completed for the 2010 Olympic Winter season Game titles in Vancouver ended up his beloved. Lewchuk states this campaign, Feel, gained 65 Promax awards.
“There isn’t a large variation in how local information is set up in Canada in contrast to the U.S. and it is pretty equivalent,” Lewchuk suggests.
Lewchuk thinks his experience can aid community Television set news broadcasters. “I look at a large amount of local news and it definitely is wherever my passion is due to the fact which is exactly where I started,” he suggests. “I am on the lookout to give back.”
Lewchuk suggests when he’s on the road, he watches regional Television set promos and it offers him a great standpoint of their marketing.
“I in some cases observe the promos and go, who is this directed to?”
That would be the to start with question he’d question the station’s standard supervisor, Lewchuk claims. “Do you know who you’re advertising and marketing to? Who are your promos currently being performed for?”
Lewchuk says a good deal of the time, everyone in the market place is advertising and marketing the exact detail in the identical way.
“There is a big difference in how you encourage if you are the No. 1 information channel in the current market and how you advertise if you are No. 2 or No. 3 and vastly diverse if you are 4 or 5,” he states.
Lewchuk states at CNN, “90% of what we did, even if it was promotion for a show, was not about tune-in and having individuals to watch the clearly show, but about the picture.”
Lewchuk does not see that done ample in regional news.
“You need to have to develop that muscle mass memory of who the significant news station in the local industry is so when some thing does materialize and folks do want to look for out regional information, they have that memory of exactly where they should really be tuning to do that,” Lewchuk suggests.
What Lewchuk can provide Tv stations is the ability to “parachute into spots that need help. You just don’t have plenty of time for the VP of promoting on a nationwide foundation to do it.”
Just about every sector has a different aggressive condition, Lewchuk claims. “There isn’t a template that you can set in area and say this is heading to operate.”