The Promo is Dead. Long Live the Promo.

When Jean-Baptiste Alphonse Karr said, "The more things change, the more they stay the same," he was talking about making great promos in 2015. Don’t be discouraged by the tidal wave of changing technology washing over the entertainment industry. The good news is: human nature doesn't change. And neither do the basic building blocks of making great creative. This class will give you some practical tools to implement in your work, while lowering your professional blood pressure.


Lorenzo de Guttadauro

Brand Creative Executive

As SVP of brand and creative for Esquire Network, Lorenzo de Guttadauro is responsible for creating and executing the vision for the network’s brand across all platforms, including on-air campaigns, print material, network collateral, online, social media and more. In his role, he serves as the creative keeper of the Esquire Network brand in all its forms and executions.

De Guttadauro previously served as SVP of brand marketing at NBC, where he conceived and created the on-air campaign to launch NBC’s powerhouse music competition series “The Voice,” the network’s highest-rated premiere in more than two years when it debuted in April 2011. In addition, he led NBC’s cross-company marketing efforts, coordinating custom content for NBC series to maximize strategic promotion across other NBCU/Comcast platforms, including USA, Syfy, Bravo, Oxygen, E!, Style, Universal Parks, Comcast VOD and more.

During his tenure at NBC, de Guttadauro was the first person to have sole oversight over marketing creative for the Olympics. His campaigns for Beijing and Vancouver included more than 500 television spots each for national broadcast, local affiliates and cable MSOs. At the time, the 2008 Summer Olympics in Beijing were the highest-rated Olympics ever and the highest-rated television event in history.
Prior to joining NBC, de Guttadauro served as VP of brand marketing at USA Network, where his responsibilities included overseeing all consumer marketing brand creative including on-air promos, network design, online content, and print, radio and outdoor advertising for hit series including “Monk,” “Psych,” “The Starter Wife,” “Burn Notice” and more. He led the first overall network brand positioning for USA, introducing the groundbreaking “Characters Welcome” campaign in 2005 with a new logo, on-air design, consumer ad campaign and website. At the time of his departure, USA was the No. 1-rated network in all of cable in overall households and all key demos.

Before USA, he served as senior art director at the NFL and as art director at Ogilvy & Mather. De Guttadauro has received multiple awards and accolades for his work over the years, including multiple PromaxBDA (World and National), Ciné, Addy, Effie and Clio Awards. He is also a member of the NBCU Diversity Council.

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