Longtime Netflix CMO Kelly Bennett steps down amid mounting competition
Share to twitterNetflix CMO Kelly Bennett, Starcom USA CEO Lisa Donohue, and Google President of Americas Margo Georgiadis at an Advertising Week event in 2015 Kelly Bennett "has decided to step down from the company" after seven years at the streaming giant that saw its subscriber base explode, its awards ambitions take off and its competition multiply.
The company statement credited Bennett with"helping to make Netflix a much-loved brand – and pioneered the company's campaigning approach to the launch of its original content." Bennett will stay on with the company until a successor is found. As Netflix moved to create original content, Bennett also presided over the company's lavish awards-season campaigns designed to signal to subscribers that they were getting top-quality shows worth watching. Those efforts began in 2013 around an Emmy and Golden Globes season that featured In 2018, Netflix jumped into the Oscar season with a splash. It acquired the PR shop of awards-campaign guru Lisa Taback, and bet big on projects from a small group of high-profile directors.
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