This Former Hollywood Writer Is Helping Netflix Create Daring Campaigns

MullenLowe's Betsy Rosenbloom bridges the gap between creative and media planning

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Betsy Rosenbloom found an entirely new way to say, “Be mine,” to promote a Netflix variety show this past February called Michael Bolton’s Big, Sexy Valentine’s Day Special.

A series of cheeky e-cards got right to the heart of the matter: “This Valentine’s Day, I’m going to power ballad a baby into you,” read one, while another promised a date night with “dinner, flowers and insemination.”

The idea wasn’t a tough sell, as the hour-long show itself—created by Lonely Island and Comedy Bang! Bang! vets—poked fun at Bolton’s schmaltzy image (and encouraged people to get busy).



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This story first appeared in the June 26, 2017, issue of Adweek magazine. Click here to subscribe.