Two former network news marketing executives from ABC and CBS News, once fierce competitors, are joining forces in a new company, Our Creative Juices. Jeff Kreiner and Bruce Soloway have more than 32 years’ worth of combined experience marketing the top anchors and reporters in the country. “You can’t put two people together in this […]
Two former network news marketing executives from ABC and CBS News, once fierce competitors, are joining forces in a new company, Our Creative Juices.
Jeff Kreiner and Bruce Soloway have more than 32 years’ worth of combined experience marketing the top anchors and reporters in the country.
“You can’t put two people together in this business that have more experience than us,” says Jeff Kreiner, former SVP of Advertising and Promotion at CBS News.
Kreiner spent 14 years at CBS News and another 4 years at NBC News.
“We oversaw 10,000 promos a year,” says Kreiner.
Bruce Soloway spent 14 years in charge of Advertising and Promotion at ABC News back in the 80s and 90s.
Soloway founded SoloVision Productions in 1999 which has created hundreds of commercials for Scripps Networks, Food Network, HGTV, DIY and The Cooking & Travel Channels, to name a few.
Kreiner sees Our Creative Juices as a consultant and creative shop for station broadcast groups.
Kreiner says “some consultants out there don’t have the on-site work that Bruce and I have done. They have theory, which is good, but they don’t have the in-the-edit-room-experience.”
Kreiner envisions conducting ‘brown bag’ lunches on-site at local TV stations to share tools for promoting stories inside and outside station newscasts.
“All I can do is take my experience at ABC News that worked and bring it into this realm,” says Soloway.
Both Kreiner and Soloway say they can improve the effectiveness of local TV news advertising and promotion.
“When you look at what local stations are doing, you say to yourself, that really missed the mark,” says Kreiner.
“There are seldom any points of difference between anybody,” says Soloway.
In separate interviews, both cite specific, proven ways they were able to raise the network news ratings.
“At the network, we found the average time viewers watch a newscast is 2.5 times a week” says Kreiner.
“If you can get them to watch one more day, you can raise your ratings measurably.”
“At ABC News,” says Soloway, “all we had to do was to get people to watch one more night a week and the ratings would go up.”
In addition to sharing daily tactics to drive viewership, Soloway says they can help stations with conceptual advertising.
“If they sat down with people who’ve done conceptual advertising, I think they would move the dial. You have to find a point of difference and that’s primarily what I would suggest.”
Here are a couple commercial examples from SoloVision Productions. Click here to see more examples.
Click here to go to Our Creative Juices web site.