The Challenge
HBO needed to strengthen affiliate marketing by equipping cable and distribution partners with premium, on-brand content to drive subscriptions and audience engagement. Beyond on-air programming, affiliates required flexible campaigns — including both short-form video and print materials — that could extend HBO’s reach and maintain its premium identity. This was of particular important on three important brand extensions HBO Sports, HBO Latino and HBO GO (renamed HBO MAX).
MY ROLE
As an Associate Creative Director, I oversaw the creation of interstitial video content, behind the scenes footage and print campaigns. I worked with HBO’s affiliate marketing and distribution teams to ensure materials could be repurposed for affiliates across diverse markets, while staying true to HBO’s creative voice. Additionally, I worked with the team to concept, test and launch new brand extensions,
IMPACT
• Enhanced partner satisfaction by providing ready-to-use cross-channel content (print + video ) that simplified their marketing efforts and boosted promotional campaigns.
• Helped affiliates drive subscription growth through stronger, integrated campaigns.
• Balanced flexibility for local markets with the integrity of HBO’s brand identity.
• Elevated HBO’s standing with distribution partners, ensuring consistency in brand storytelling across both on-air and offline channels.
• Successful launchers of HBO Latino & HBO Go; increased brand equity for HBO SPORTS.
