About Chris Rapp
Industry Branded EntertainmentFilmMarketingTelevision
Sector Ad SalesBranded EntertainmentClient RelationsIntegrated MarketingSocial MediaStrategic Partnerships
Preferred Job Title Branded Entertainment PartnershipsBrand PartnershipsVice President
My expertise lies in the development and execution of multi-platform integrated marketing and creative partnership campaigns that seamlessly blend brands and media properties. At New Line Cinema I oversaw promotions for several notable film and DVD releases including The Lord of the Rings Trilogy and Elf. During my time at Viacom and NBC Universal, I managed high-profile client integrated marketing programs tied to properties on Comedy Central, MTV, Spike, VH1, TV Land, and NBC News. Currently, I do freelance consulting with production companies looking to work with brands through promotional marketing programs, branded entertainment initiatives, or product integration.
I’ve always considered myself someone who works in “the business of creativity”, at the focal point where creativity and commerce converge. To me, that’s what effective branded entertainment and integrated marketing campaigns are all about – the perfect balance between content/experiences that engage audiences while also establishing a positive emotional connection with a brand. I think I have been successful in my previous positions because of my ability to understand a client’s objectives and translate those into programs that exceed their expectations.
One of my major strengths is my communication skills and my ability to clearly convey ideas to different types of audiences and colleagues with different work styles. I’m a strong presenter and adept at pitching opportunities to all levels of management. I work well with Production, Creative, and Sales teams, able to understand the nuances of each to come up with viable client campaigns that respect the needs of all. My work style is collaborative and supportive, asking for input and feedback and valuing the opinion of others rather than micro-managing or trying to force my ideas upon them.
Finally, I keep myself up-to-date on the latest trends in the media industry, including the wide-ranging landscape of social media. I have extensive project management skills, able to juggle complex program components or multiple programs at the same time. I’m good with clients as I consider them true partners and treat them as such – collaborative, respectful, and able to set boundaries when needed. I also have strong leadership skills, motivating teams to do the best job they can and mentoring individuals whenever possible.
RAPPED UP MEDIA
Integrated marketing consultancy and development company for brands, media companies, and individual clients. - Worked with exec team at A&E Networks on the formation of in-house branded content solutions agency, providing guidance on structure and potential product offerings. - Partnered with production company Ten Foot Hedge to pitch and secure sponsors for acquired and original programming. - Developing marketing and social strategy for an adult-targeted lifestyle website. - Working with individual clients on personal branding and career development including industry positioning, digital presence, and social footprint.
2015 - 2016
Developed and implemented cross-platform campaigns tied to linear, digital, and social properties on MTV and VH1. - Played a key role in successfully securing Nike as first time MTV Video Music Awards sponsor. - Led the creation and pitching of New Business integrated marketing programs for MTV, working closely with Ad Sales and typically featuring high-profile social influencers and elements tied to MTV’s Snap Discover channel. - Ran point on developing cross-channel integrated marketing packages, many utilizing live experience assets from MTV and Nickelodeon, for VH1’s response to brands participating in OMD’s Partner New Fronts. - Managed multi-platform sponsorship programs for VH1, from concept ideation to final product. - Utilized Viacom’s audience profiling data products to strategically pitch hyper-targeted sponsorships. - Pitched sponsorships for MTV Fandom Awards, Velocity Content Network, Love and Hip Hop, Basketball Wives, Teen Wolf, Hip Hop Honors, Barely Famous, as well as stand-alone custom content opportunities.
2010 - 2015
Managed department of 17 responsible for developing and executing multi-platform integrated marketing programs for three channels within the Entertainment Group - Comedy Central, Spike, and TV Land. - Spearheaded award-winning Wheat Thins integration on popular Comedy Central late-night talk show “The Colbert Report”, featuring Stephen Colbert. Integration delivered significant media buzz for the client. - Supervised multi-season Diageo sponsorship tied to Spike’s Bar Rescue featuring product placement, on-air brand ambassadors, out-of-show custom content, digital drink recipes, and social outreach. Featured alcohol brands in each week’s episode received a lift in awareness and increased fan engagement on social media. - Managed client integrations into programs on all three networks including Lip Sync Battle, Workaholics, Hot in Cleveland, Ink Master, Night of Too Many Stars, @Midnight, TV Land Awards, Indecision, and others. - Partnered with brands including Red Bull, Wheat Thins, Three Musketeers, Toyota, Taco Bell, Axe, Dove, Verizon, Dave & Busters, Activision, US Army, Universal Pictures, MillerCoors, to name a few. Brokered talent deals for celebrity appearances in co-branded custom content segments. - Quality of department programs secured the return of clients and revenue during ratings-challenged periods. - Group consistently rated in the top 5 of Jack Myers poll for client/agency program creativity and service satisfaction.
2006 - 2010
of programs tied to both original and acquired properties. - Led season-long fully integrated Burger King “Inside the Octagon” program tied to highly rated mixed martial arts series The Ultimate Fighter. Opportunity featured a 1-minute weekly BK co-branded on-air MMA news segment at the end of each episode in addition to in-show exposure and a sweepstakes component. Each week brand saw a boost from on-air and social media conversations around the series. - Co-created Subaru client funded :60 original “mini-movie” featuring Subaru vehicle airing in cult event Scream Awards. Story was thematically tied to the content of the show and was a fan favorite segment. - Developed turnkey on-air franchise custom content opportunities responsible for maintaining or increasing year-to-year client spend levels on the channel. - Managed partnerships for Guy’s Choice, Pros vs. Joes, Star Wars Films, Game Head, Power Block, Impact Wrestling, Video Game Awards, and others. - Partners included, but were not limited to, Boost Mobile, Paramount Pictures, Subway, Bud Light, Chevy, Aflac, Sonic, AT&T, Rockstar Games, Mars, GEICO, Mt. Dew, and GM. - Promoted to manage Integrated Marketing teams on two additional channels due to performance.
2001 - 2006
NEW LINE CINEMA
Secured and executed national promotional tie-ins for New Line\'s theatrical and home entertainment releases, establishing partnerships with companies across a wide range of promotional categories. - Delivered an estimated $80M in media support for studio properties in broadcast, digital, print, outdoor, radio, direct mail, and at retail. - Spearheaded Air New Zealand marketing promotional campaign tied to worldwide theatrical blockbuster The Lord of the Rings: The Return of The King. Program featured movie-themed plane wraps and garnered global publicity for airline. - Oversaw Wendy’s Kid’s Meal national promotion tied to home entertainment release of Elf featuring movie themed premium items, branded kid’s meal packaging, and in-store signage. Program over-delivered on client success metrics. - Managed successful multi-tiered programs utilizing promotional elements including on-pack, in-pack, sweepstakes, gift-with-purchase, purchase-with-purchase, self-liquidating offers, and more.