June 18, 2007
Shari Weisenberg joins SCI FI Channel in the newly created position of vp, strategic marketing, to lead all sales marketing initiatives for the SCI FI brand. Her appointment signals the Channel's commitment to leveraging its multimedia assets to maximize the reach and impact of all sponsor messaging.
Under Weisenberg's strategic direction, the sales force will focus on the development of integrated packages, unique sponsorships that place advertisers front and center within the Channel's most popular programming on-air, online, in print and in the wireless space. SCI FI has broken new ground with product integrations including the 360-Degrees Direct TV sponsorship of BATTLESTAR GALACTICA, the Jack's Links promotion around SCI FI SATURDAY: THE MOST DANGEROUS NIGHT OF TELEVISION and the upcoming Esurance product integration in season two of WHO WANTS TO BE A SUPER HERO? .
Experian Simmons Research reports that SCI FI Channel viewers were ranked first in two of the four Tipping Point categories -- consumer groups that most influence the marketplace, and that can bring a thought or idea to its critical mass -- that were detailed in Malcolm Gladwell's book by the same name. According to the study, SCI FI viewers ranked number one among all cable networks in adults 18-49 in the mavens category, those key players in word-of-mouth marketing that share information through personal and on-line exchange; and in the Innovators category, the trendsetters who are the first to embrace new technologies.
"SCI FI consistently provides innovative multi-platform access to a unique audience that is invaluable for driving our customer's marketing initiatives forward," said Adam Stotsky, svp, marketing and creative, SCI FI Channel. "Shari's strong sales marketing background, her strategic insight and creative instincts will be will an asset for SCI FI's sales force to maximize partnership opportunities for our growing roster of advertisers. We are privileged to have her on our team."
Weisenberg has positioned, packaged and collaborated in selling some 40 new series into the advertising marketplace and brings a depth of media, digital and production experience to her role. She served as director of marketing for Bravo, where she was responsible for the development of British Airways' integrated partnership of QUEER EYE FOR THE STRAIGHT GUY, which earned Mediaweek's Media Plan of the Year; Macy's sponsorship of Project Runway and Sears' sponsorship of Top Chef.
Before that, she was marketing director for CNBC. Weisenberg also served as svp, business development for the digital agency, thoughtbubble, where she consulted for a variety of entertainment brands, such as AMC, CNN, IFC, Showtime, Columbia Tri-Star, Miramax, New Line, Sony, Warner Bros and Roadrunner.
SCI FI Channel is a television network where "what if" is what's on. SCI FI fuels the imagination of viewers with original series and events, blockbuster movies and classic science fiction and fantasy programming, as well as a dynamic website (www.scifi.com) and magazine. Launched in 1992, and currently in 89 million homes, SCI FI Channel is a network of NBC Universal, one of the world's leading media and entertainment companies.