WPIX, New York’s CW affiliate, has elevated Dave McDonald to senior producer, creative services from writer/producer. I talked to both McDonald and David Hyman, WPIX VP-creative services, to get the inside scoop, and to see what lessons we might learn from it. It’s a situation many marketing managers have faced. You’re new to the station, […]
WPIX, New York’s CW affiliate, has elevated Dave McDonald to senior producer, creative services from writer/producer. I talked to both McDonald and David Hyman, WPIX VP-creative services, to get the inside scoop, and to see what lessons we might learn from it.
It’s a situation many marketing managers have faced. You’re new to the station, brought in to turn things around. I’ve been in situations where some members of the staff resent that you’re there because they were passed over for the position. Or they really liked the previous CSD. So the first test as to how well this might go depends on how veteran staffers in the department react to you.
So although David Hyman was officially named VP-creative services at WPIX in March, prior to that, he was a consultant for several months. Coming in as a consultant can be the kiss of death for any manager who wants to fit in, and maybe eventually take over. Local TV staffers have the same warm feeling for consultants that they reserve for telemarketers or cigarette smokers. But Hyman had the chops. Was VP creative services and programming for WNBC in New York. Was VP, creative director for NBC Nightly News with Brian Williams. More than 20 years as a creative leader.
“From day 1,” said Hyman, “Dave McDonald was supportive and responsive and his work has been terrific.”
“I wanted him to stay,” said McDonald, who has been a writer/producer/editor at the station since 2001.
That’s the kind of welcome that creates great teams.
McDonald’s advice for other preditors out there?
“Plug into viewers’ emotion to make your brand more memorable. Balance your creativity with the commerce of the station. And when in doubt, trust your own instincts.”
Hyman said McDonald will spend more time focusing on the WPIX brand as the station is reintroducing itself to New York viewers.
“Keep an eye on us,” said Hyman.
Here are some examples from Dave McDonald’s reel.
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