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AMC Networks, like all media companies, was once again forced to take a different approach to this year’s television Upfronts. Instead of one traditional presentation, AMC held seven tailored conversations earlier this month with media buyers, addressing their individual needs.
This “surgical” strategy was conceived following last year’s presentations, which coincided with the global pandemic and the uncertainty that accompanied it.
“It was a byproduct of last year at this time, when we were all trying to find our way through a very difficult time,” Kim Kelleher, president of commercial revenue and partnerships at AMC Networks, told Adweek’s Convergent TV Summit 2021: What’s Next? “We learned that those individual conversations were extremely effective, because, frankly, there’s no one-size-fits-all anymore.”
Slices of pandemic life
Another new tactic for this year’s presentations was the addition of AMC Networks’ digital originals.
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