By Sahil Patel
IFC has promoted its marketing head, Blake Callaway, to the newly created position of EVP of marketing and digital media. In the new role, Callaway will be responsible for all aspects of IFC’s marketing efforts, including consumer and industry campaigns, on-and-off-air crative, digital media, and integrated ad solutions.
“Blake has done a tremendous job in heightening buzz around IFC and reaching comedy fans in fun and innovative ways,” said Jennifer Caserta, IFC president and GM, in a statement. “He has a sharp understanding of viewers’ TV habits and responds with breakthrough promotional efforts that are organic to our brand and align us with partners who ‘get’ the value of what IFC delivers.”
Some of this promotional stuff comes in the form of digital programming. Case in point: the recently launched comedy web series “Prairie Home Companion Tailgating,” which was made to promote the new season of “Portlandia,” which returns to IFC later this month.
During his time at IFC, Callaway oversaw the revamp of IFC.com to focus more on comedy, video, and social media. This change helped raise total page-views by 34% and average monthly uniques by 22% from September 2013 to January 2014 when compared to the same time period a year prior.
On tap for 2014 is a “brand refresh” for IFC, which Callaway will surely be a huge part of.
Callaway now reports to Caserta, and remains based in the network’s NY office.