Drew Pratt
Turning Traditional Media Into Custom Brand Partnerships
An established Content Marketer and Branded Entertainment Executive with experience conceptualizing and executing multi-million dollar media partnerships, brand integrations, and experiential events. Takes fully integrated approach to creative marketing, increasing agency billings year-over-year by connecting and upselling first-to-market sponsorships within traditional media mixes.
Havas Sports & Entertainment, New York, NY
2015 - 2022
VP, Branded Content, 2021-2022
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Orchestrated all content-led media campaigns from ideation to execution in cross-functional leadership role, upselling 6-7 figure partnerships across 8 client media mixes, and increased agency billings YOY
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Revamped Dr. Pepper’s College Football sponsorship deals by turning $10MM of ad inventory into live brand integrations and social/digital content, growing lift in brand awareness by 3% during flight
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Injected big ideas into new business plans in collaboration with strategy and investment team, representing agency as content and trends expert in pitch presentations
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Mentored a talented group of content strategists and account managers, identifying client projects that play to individual strengths and building a collaborative team culture both in-person and remote
Featured clients: Keurig Dr. Pepper (KDP), TracFone Wireless, Titleist, Michelin, Choice Hotels, LVMH, Fidelity, Proximo Spirits, Sanofi, TD Bank, Goodyear, Pinnacle Foods
Group Director, Branded Content, 2018-2021
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Built out 5 multi-year sponsorships for TracFone Wireless, notably brokering deals with the iHeartRadio Music Awards, MTV Movie & TV Awards, and Inside The NBA on TNT, accumulating approximately $6MM in total agency revenue over 3-year period
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Proactively resourced agency and clients with ongoing oversight of all timely media sponsorship offerings by building an active content library for last minute and incremental opportunities
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Streamlined RFP process, liaising communication between agency leads, media partners, and clients
Director, Media Content, 2016-2018
Associate Director, Content Strategist, 2015-2016
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Collaborated closely with creative team in the development and monetization of content playbooks across client portfolio, rebranding the look and feel/tone of voice for brands across social channels
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Acted as client steward overseeing content studios and talent throughout film production, ensuring brand placement was prominently shown throughout on-air features, vignettes and shoulder content
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Sparked attention from senior leadership with out of the box thinking, pitching and selling in concepts to new and existing clients
ZENO Group, New York, NY
2013 - 2015
Account Supervisor, Digital Strategist
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Generated $3MM worth of earned media for the launch of Jockey’s “Supporting Greatness” campaign, facilitating a timely brand integration during on-air segment with The Tonight Show Starring Jimmy Fallon and World Series MVP guest, Madison Bumgarner
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Deployed a team of 24 Brand Agents for exploratory, $10MM Motorola social media campaign, facilitating all online and in-real-time content, training and event planning
Featured clients: Hershey’s, Motorola, Unilever, Jockey, Anheuser-Busch inBev
MWW Group, New York, NY
2011 - 2013
Content Strategist
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Assisted in the planning and development of earned media campaigns via social media marketing
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Collaborated directly with the CEO and ECD to rebrand the agency, including new logo, tagline and overall brand essence
MediaCom, New York, NY
2008 - 2010
Jr. Media Buyer
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Negotiated placements in primetime, cable, and syndication, responsible for $400MM in media buys
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Managed brand performance through the analysis of monthly brand allocation and spending reports
Featured clients: Hillshire Farms, Samsung, Nikon, Casio, Deloitte
Featured clients: GSK (20+ Brands), Lindt Chocolate, Edible Arrangements
