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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Branded Development

To discuss new programming and advertising opportunities, WE TV hosted informal meetings with media buyers in a comfortable setting decorated with bright colors, artsy graphics, and lots of branding.

Anna Sekula
October 30, 2008

From Bridezilla stampedes to half-naked men handing out free cups of coffee, WE TV often finds playful ways to promote its programming to the public. This not-too-serious approach also figured into the television network’s development meetings last week, presented to approximately 120 media agencies and clients over the course of three days. Overseen by WE TV’s vice president of brand experiences and events, Heather Umen, and manager of brand experience and events Antonia Baker, the corporate discussions on Tuesday, Wednesday, and Thursday took place amid colorful decorations, cozy lounge furniture, and photo shoot props at Location 05.

Tasked with designing and producing an environment that would complement the informal meeting format and encourage open conversation, Caffeine Media furnished the white photo studio with several different elements that would evoke WE TV’s branding and reinforce the network’s different media platforms. For a more personal touch, WE TV brought in hosts from some of its original series to speak with guests and provide more information on each of their shows. This included My Fair Wedding's David Tutera, The Locator's Troy Dunn, and Charles Stuart, who will be part of a new program premiering in 2009.

The cozy setting for WE TV's ad sales meeting
The cozy setting for WE TV's ad sales meeting
Photo: Courtesy of Caffeine Media
Illuminated green cubes formed the conference tables, which was surrounded by colorful rugs, candles, and draped fabric.
Illuminated green cubes formed the conference tables, which was surrounded by colorful rugs, candles, and draped fabric.
Photo: Courtesy of Caffeine Media
Caffeine Media filled glass globes with moss and magenta orchids and suspended them over the conference table.
Caffeine Media filled glass globes with moss and magenta orchids and suspended them over the conference table.
Photo: Courtesy of Caffeine Media
Plasma screens on the walls displayed videos from WE TV shows, and white divider shelves held branded premiums.
Plasma screens on the walls displayed videos from WE TV shows, and white divider shelves held branded premiums.
Photo: Courtesy of Caffeine Media
The lounge area was where attendees could mingle and relax.
The lounge area was where attendees could mingle and relax.
Photo: Courtesy of Caffeine Media
Props and souvenirs from WE TV promotion shoots decorated other areas of the venue.
Props and souvenirs from WE TV promotion shoots decorated other areas of the venue.
Photo: Courtesy of Caffeine Media
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