New book reveals secrets of craft of television marketing

Between them, they have been responsible for the recent BBC Three and CBBC brand refreshes, promotion for shows such as Luther, Sherlock and the return of Doctor Who, and the launch of channels such as Dave and DreamWorks Television. Red Bee has just been awarded the PromaxBDA Out-of-House Agency of the Year for the fifth year running.

The book is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities.

Practical advice and strategic insight is blended with insightful stories from the ratings front line. The book features exclusive interviews with 50 leading industry experts from eight countries, giving interesting and valuable insight into the seismic shifts at Brands such as the BBC, Channel 4, Netflix, NBCUniversal, Fox and Sky.

Jeremy Darroch, CEO of Sky plc, said, “The TV Brand Builders is an outstanding and in-depth examination of the craft of television marketing, full of insight, perspective and anecdotes into what works and why. It is sure to become a must-read for all those wanting to understand what is important in today's rapidly evolving TV landscape.”

Wayne Garvie, chief creative officer, International Production, Sony Pictures Television, added, “Rich in anecdote, example and insight, this is an encyclopaedic survey of the crucial role marketing plays in great content finding audiences. It is an essential handbook for anyone looking to build content brands in a transmedia age.”