USA's Patrick Trettenero has been promoted to vp creative, branded content from his previous post as creative director. At USA, Trettenero helped launch the network's in-house agency Character Brandworks, where he oversaw branded entertainment initiatives with the company's clients and worked alongside USA's marketing team.
In the new position, Trettenero will oversee on-air creative for USA's strategic marketing initiatives and digital platforms, including its expanding portfolio of social TV efforts, which combine material generated by USA shows' writing staffs with deep product integrations. The cabler is placing increased emphasis on these efforts during the upfront season, emphasizing the efficacy of past social TV deals with automakers and financial services companies, among others, as it negotiates new agreements. Trettenero will also oversee creative for the network's upfront presentations.
Based in New York City, Trettenero will report to svp of creative Jason Holzman. Trettenero worked as a producer for Chicago-based theater company Cloud 42 and a stage director prior to his tenure at USA.