MEET DOMINIQUE NIMMONS

Division: CBS Media Ventures

Location: 1515 Broadway, New York City

TELL US ABOUT YOUR ROLE

I work within CBS Media Ventures, specifically on the CBS Brand Studio team. We develop and sell innovative, impactful content for brands within our first-run syndication programs like “Entertainment Tonight,” “The Drew Barrymore Show,” “Inside Edition,” “Wheel of Fortune” and “Jeopardy!”

HOW DO YOU DO THAT?

We work with our media sales team, PR agencies, and the client to create holistic partnership opportunities on linear, social, and digital platforms. Clients send out RFPs (requests for proposals) to increase awareness for products or campaigns or we proactively reach out with new content opportunities. We send proposals that include how our show is an ideal alignment to feature their campaign, ideas we’ve brainstormed, and research that illustrates how the show delivers the demographics they’re looking for. Once the client gives us the green light, the brand moves forward with an integration in the show, and we begin the execution phase of the partnership.

THEN WHAT HAPPENS?

We work with production and the client to bring the agreed upon creative concept to life in the show. It’s a collaborative process and our goal is to create the best possible content for the brand and for the show. The integration segments are extremely customized and include key brand messaging, as well as brand or product visuals. For instance, we partnered with a hair care brand that was promoting their new line. They created a film where USA’s Artistic Swimming Team showcased the fluidity of their hair via an underwater routine. Drew interviewed three members of the swim team to discuss their training, lifestyle, the underwater film, the hair line that inspired their routine, and more. The content showed parts of their film, too. So, in our custom segments, we create a story around the brand.

WHY IS INTEGRATING PRODUCTS IMPORTANT?

Integrated marketing is not only a major revenue driver for our shows, it’s also another way for brands to drive awareness to their products and target their key demos who are among the millions of viewers who watch our shows daily. Viewers often don’t even realize our segments are an integration because they are so organic to the show. And, we offer a 360 integration package, so clients can hit multiple touchpoints in one partnership.

WHAT DO YOU ENJOY ABOUT YOUR ROLE?

I work on the presale side as well as the post-sale side, so it incorporates creative elements as well as business, which is important to me. I really like the combination of the two because you get to take the segment from A to Z. I also work with great people across the departments – sales, research, traffic, and finance. That’s a bonus!