WB grabs Pendrill for new specialty outreach position

LOS ANGELES: In an effort to better reach niche markets such as ethnic audiences and teenagers, Warner Bros. Pictures has created a new marketing position dedicated to specialty outreach.

LOS ANGELES: In an effort to better reach niche markets such as ethnic audiences and teenagers, Warner Bros. Pictures has created a new marketing position dedicated to specialty outreach.

Hispanic marketing expert Viviana Pendrill joined the movie studio last week as VP of targeted marketing. She is charged with researching and implementing campaign strategies for demographics including Hispanics, teens, and urban audiences. She will also help strategize promotions with other Time Warner companies.

She reports to Diane Nelson, EVP, domestic marketing.

?Warner Bros. Pictures recognizes the diversity of the audience base for our movies,? said Dawn Taubin, president of domestic marketing. ?We realize that we need to be active and smart about tailoring our marketing messages to specific cultural and interest groups.?

Warner Bros. has a long slate of upcoming titles that could appeal to various niche markets, including such films as Ice Cube?s new motorcycle movie Torque, an untitled Mandy Moore project, teen movie Love Don?t Cost a Thing, Halle Berry?s Gothika, and Tom Cruise?s The Last Samurai.

Before joining Warner Bros., Pendrill founded and co-ran Casanova Pendrill Publicidad from 1984 through 2000. Prior to that, she was with Hispanic advertising firm Mendoza, Dillon & Associates.

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