January 18, 2021
Jacqueline Parkes, CMO & EVP Digital Studios ViacomCBS
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On this episode of the Reboot Chronicles, fresh out of my COVID-19 recovery, I discussed one of my favorite sectors, the entertainment industry, with Jacqueline Parkes, CMO, and SVP of Digital Studios Entertainment Youth Group and ViacomCBS.
Responsible for overseeing marketing, creative and digital content, and social media for MTV, Comedy Central, the Paramount Network, Smithsonian Channel, popT.V.V, and CMT, Jacqueline has rebooted some of TV’s most famous brands. She and her team have made many creative moves, including rebooting original content to build new brands and digital audiences.
Not Your Dad’s MTV
In 2020, Jacqueline’s team took a hard and fast look at their assets and identified what they could do, in their role as a global media company, to best help consumers (people). With a 93% reach in 18-34-year-old audiences and an impressive 750 million followers across platforms worldwide, they quickly went to work. With the goal to create information that would provide lasting impressions within the minds of existing and new consumers, they developed the first digital campaign. The idea was to hit home in young people’s hearts, educating and informing them on the virus—and to help slow the curve. The provocative campaign was a great success, and in partnership with the Ad Council, her team developed over 1000 pieces of cross-platform content.
“Your role is as important to drive entertainment and build revenue as it is to drive social change.”
– Jacqueline Parks
Digital Content Partnerships
Content, especially digital content, has shifted dramatically in 2020. Now more than ever, content creation matters, and brands need to be ready to step up to the plate and place society considerations into the forefront of their brands M.O. Moving forward CEO’s and CMO’s must follow the everchanging habits of consumers, and be mindful of these radical shifts, in order to stay ahead, draw consumers in and resonate with their audiences. One of the partnerships Jacqueline shares is with Twitter, is a prime example of consumer consideration. In preparation for a prior VMA show, Jacqueline and her team worked with the social media giant to produce a unique product to drive business to the brand and give fans insight into the show. It turned out to be a quarantine hit and a direction we will likely see more of in the future—partnerships creating unique perspectives and products to benefit both partners and the audiences.
Advice To Gen Z
Generation Z is one of the most socially-minded generations—and more demanding of brands and on businesses. Those graduating from college, looking to pursue media or content related careers should look to a organizations and brands that they best resonate with. For those looking to start their own company, remember to put the clients or consumers first, think of what they need and ask yourself … is there really a need for what you want to develop? Step up to the plate and do not conform, but rather create relevant, original products, services and content.
