President & CMO, Warner Bros. Television Group; Jury Chair, PromaxBDA North America Awards 2016
Highly respected marketing innovator Lisa Gregorian was promoted to President & Chief Marketing Officer (CMO), Warner Bros. Television Group (WBTVG), in May 2014. She had previously served as WBTVG’s Executive Vice President & CMO since 2010, and Executive Vice President, Worldwide Marketing, since September 2005.
In her position, Gregorian interfaces with the Studio’s internal television marketing teams as well as networks and stations worldwide to maximize and fully exploit the promotional marketing opportunities for all of the Studio’s TV properties — nearly 80 current shows — including network, first-run, cable, animated and digital series from Warner Bros. Television (WBTV), Warner Horizon Television (WHTV), Warner Bros. Animation, Telepictures, Shed Media, Eyeworks and Blue Ribbon Content, as well as the television windows (pay, cable and broadcast) for theatrical titles. Gregorian and her marketing team also work cross-divisionally with Warner Bros. Home Entertainment and The CW Television Network.
Gregorian is also the architect of the trade and consumer marketing efforts related to WBTVG’s multiplatform digital media business strategy and its entertainment destinations, including CWTV.com.
And she continues to collaborate with the Studio’s broadcast and cable partners on the marketing and promotion of WBTVG series, to include traditional, new media and product licensing as well as integration initiatives with blue-chip advertisers. She has also been instrumental in creating digital promotional opportunities for series, both in streaming and EST.
Among other numerous accomplishments, Gregorian was the driving marketing force behind two recent major initiatives for the company: Warner Bros. Television’s Night of DC Entertainment at Comic-Con 2014 and the Friends 20th anniversary global celebration, highlighted by the creation of a pop-up replica of the Central Perk coffee shop in New York City.
The Night of DC Entertainment Comic-Con event brought together, for the first time ever, all of the Studio’s current DC Entertainment–related television series — Gotham, The Flash, Arrow and Constantine — for a three-hour special Saturday night emceed by Arrow’s Stephen Amell and featuring the largest panel ever assembled (34 participants) in the history of Comic-Con’s massive Hall H.
The pop-up replica of the Central Perk coffee shop from Friends was the cornerstone of the worldwide celebration of the 20th anniversary since the debut of the hit comedy series. Developed in partnership with Eight O’Clock Coffee, the immersive Central Perk experience was open for one month and served up free coffee to visitors who could check out signature props from the show in the decorated storefront, relax on Central Perk’s iconic orange couch and order coffee off the famous chalkboard menu. Lines of fans from around the world — Australia, Brazil, Chile, China, England, France, Germany, Japan, Ireland, Israel, the Philippines and more — stretched for multiple city blocks, with the event generating saturation media coverage in the U.S. and internationally.
Previously, Gregorian spearheaded the creation of Television: Out of the Box, an interactive multimedia museum exhibition that ran from March 2012–August 2014 at the Paley Center for Media in Beverly Hills. Celebrating nearly 60 years of iconic programming from the Warner Bros. Television Group, the exhibit featured props, costumes, original animation art, patent filings and much more from more than 60 series ranging from Alice to The West Wing.
In recognition of her accomplishments and leadership role in entertainment marketing, Gregorian served as co-chair of the board of directors of PromaxBDA — the leading global association for marketing, promotion and design professionals in the entertainment industry — from June 2010–June 2014. During her tenure, the organization experienced exponential growth, firmly established it as the premier professional marketing association across the media sector and brought local television stations back into the fold via its annual Station Summit conference.
Throughout her career, Gregorian has been an innovator in the development and creation of multiplatform marketing/brand extensions in the form of original digital series on behalf of the Studio’s TV properties and has spearheaded associations with key brands such as Dove, Toyota, Sprint, Verizon and many more for these and other series. She has also been instrumental in creating product-integration collaborations for WBTVG programs with major national brands, including Procter & Gamble, Unilever, AT&T and Chili’s, among many others.
Since 2006, Gregorian has spearheaded Warner Bros. Entertainment’s industry-leading participation at Comic-Con, conceptualizing and planning the Studio booth on the main convention floor and working across divisions of the company to maximize effectiveness for all business units, including television, theatrical motion pictures, home entertainment, interactive entertainment, consumer products and more. Additionally, she is responsible for the creation of some of the most-buzzed-about items at recent Comic-Cons: the Studio’s limited-edition, signature oversize canvas bags, distributed annually and which have been called the convention’s “ubiquitous accessory” by Entertainment Weekly. Gregorian was dubbed as the “Queen of Comic-Con” in 2013 by The New York Times.
Prior to her role at WBTVG, Gregorian held the position of Senior Vice President, Warner Bros. Television Creative Serves, a position created for her in April 2003. Previously, she had been Senior Vice President, Marketing, Warner Bros. International Television Distribution (WBITD), since October 1998, and Vice President, International Marketing & Research, WBITD, from 1994–1998.
During her tenure at WBITD, Gregorian spearheaded several innovative marketing programs. She played a key role in the development and launch of the first website from a United States television distributor designed to service clients by providing marketing materials and information via the Internet (www.wbitv.com). Further, she was instrumental in adding international news items and television ratings to the website.
Gregorian created WBITD’s Concierge Club, a unique hospitality service available to international clients during the annual L.A. Screenings. She was also the driving force behind the creation of WBITD’s International Press Junket, where more than 100 print and electronic journalists from around the world attend press conferences with actors and producers of programming distributed by the Studio.
Gregorian has been honored with several industry awards over the years and was named a Studio Brand Builder by PROMAX in 2003.
Gregorian began her association with Warner Bros. when she joined Lorimar Telepictures in 1986 (the company was later acquired by Warner Bros.) and has held various positions including Director, International Home Video & Caribbean Television, and Director, International Research & Pre-Sale Marketing.