BRAD CRUM
bradcrum@aol.com 6012 WELBORN DRIVE ▪ BETHESDA, MD 20816 ▪ 301 320-8808 ▪ www.bradcrum.com
Broadcast creative director, writer and producer. A recognized leader and innovator in
entertainment and news marketing strategy, with a range of experience that covers both
the on-air and online worlds. Winner of over 50 major industry creative awards.
2004-2005
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Developed a Manual of Best Practices in Cable Network Promotion for Discovery International to use in training
promotion personnel in India and Southeast Asia
Produced on-air and radio promotion news campaigns for Fox Broadcasting’s WTTG in May 2004, helping the D.C.
station achieve market leadership in all major newscasts for the first time in many years.
Created radio and on-air campaigns for TV One, the New African American Lifestyle and Entertainment Network.
Won two Best of Show awards in the Aurora competition, three Aegis Awards and two Communicator Awards for three
videotape Presentations created for the Lexus and Toyota Financial Services divisions of Toyota Motor Company.
Developed content for the new “Discover AOL” Channel on AOL, created to add value to the AOL user experience.
Wrote and produced premiere on-air promotion campaign for BBC America’s successful fourth season premiere of the
series, “Waking the Dead.”
Wrote and produced a long-form presentation for the Kaitz Foundation (promoting workplace advancement for
minorities) and NCTA, its main sponsor.
2002-2003
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Produced on-air promotion of The Discovery Channel’s “Unsolved History” and other programs from June 2003 until
March 2004. Was credited with substantially improving UH’s ratings performance. Other programs promoted: The Death
of Diana”, ” Mob Scene,” “Covert Action,” “Crimes of Passion,” “Crimetime, “ “Rally Round the House,” “Double Agents”,
and “Second Opinion with Dr. Oz. “
Introduced The Travel Channel’s hit show, “World Poker Tour” to agencies and advertisers in spring 2003, and it became
their biggest hit in the history of the network.
As XM Satellite Radio’s Director of Branding and Marketing Services, helped establish the XM Satellite Radio service and
the XM SKY Fi Radio as viable new products in the media marketplace. Worked closely with major retailers to promote
distribution.
Was commissioned by The WB Network to write a course-book on On-air Promotion Strategy, and develop a
syllabus for an intensive series of seminars to develop the strategic capabilities of station promotion
executives.
OTHER CAREER HIGHLIGHTS
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A member of the celebrated management team at CBS Marketing and Advertising that took CBS from third to first in the
full-season ratings—twice. Developed CBS’s first affiliate marketing website and online database.
Helped to switch 23 stations to CBS affiliation after FOX lured away the Network’s previous affiliates in many major cities.
Won the PMAA’s Super Reggie award for playing a major role in the K-Mart/CBS Get Ready Giveaway, the first
marketing tie-in between a television network and a top retailer. Boosted premiere week ratings by 2 rating points, and
started CBS’s climb from third to first place.
EMPLOYMENT
12/02--Present
Brad Crum Creative, Bethesda, MD
PRINCIPAL www.bradcrum.com
Writing, Producing, Consulting to major media and consumer marketers Clients include Fox 5
Washington, The Discovery Channel, TV One, BBC America, Atlantic Video/ Washington, The
Travel Channel, Animal Planet, NBC4 Washington, WBDC50, XM Satellite Radio, Lexus, Toyota
University, Toyota Financial Services
6/02—11/02
XM Satellite Radio Inc., Washington, D.C.
DIRECTOR, BRANDING AND MARKETING SERVICES
www.xmradio.com
Directed creative advertising development and production of marketing materials for a fast-growing
new satellite programmer. Worked with top management to implement the ongoing evolution of
XM’s brand identity and consumer messaging. Helped achieve unprecedented subscriber growth
for the XM service, and the successful launch of the popular XM SKY Fi Radio.
2 Brad Crum 301-320-8808
4/01— 5/02
Brad Crum Marketing for Television, Pasadena, CA
PRINCIPAL
Creative and strategic services to entertainment marketers. Services encompass brand strategy,
writing, video production, affiliate training, development of creative plans and proposals. Clients
included The WB Network, Paramount Domestic Television, PAX-TV, Belief LLC, and Lexus
6/00 –- 3/01
3Oh! 5 Creative, Inc., North Hollywood
CHIEF MARKETING OFFICER (CMO)
Took this established home video marketing company through a complete re-design, developing
all new branding materials and website. Forged new alliances and spearheaded initiatives to
expand the business into DVD production, corporate communications and interactive kiosking.
3/99 –-6/00
B/R Creative Group, Los Angeles, Boston
EXECUTIVE VICE PRESIDENT, MARKETING & NEW MEDIA
Established and managed the West Coast office of this entertainment advertising agency. West
Coast client list included: Warner Brothers, KingWorld, Disney, Columbia/Sony Television, PAX TV
and CNBC, plus new media clients, Guidance Solutions, Inc., and Novocom Design.
5/86 –- 2/99
CBS Television Network, Los Angeles
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V. P. AFFILIATE ADV. & PROMO. AND NETWORK PROJECTS 1/97—2/99
In addition to existing duties, was acting V.P. of print advertising, overseeing ad production for
prime time, on-air and late night. Other projects: produced the first new CBS Corporate Identity
Manual in 50 years, reformatted Network on-air breaks, and began sponsored Network PSA's.
V. P. AFFILIATE ADVERTISING & PROMOTION
11/88—1/97
Promoted from director to supervise restructuring and expansion of Affiliate Advertising
department, and restaffing on both coasts. Played a key role in developing the creative strategies
and rationales for each Network new season campaign. Oversaw a team of 14 that produced all
CBS Advertising and Promotion print and on-air materials for affiliate stations. Administered $20
million in co-op offers, and the network promo swap.
 DIRECTOR, AFFILIATE PROMOTION & SPECIAL PROJECTS 5/86—11/88
Supervised production of on-air and radio promotion materials for affiliates. Developed on-air tiein projects to increase CBS exposure in station advertising. Produced the Advertising and
Promotion show at the May Affiliates Conference.
10/84 –- 5/86
NBC Entertainment, Burbank
WRITER- PRODUCER, PRINT PRODUCER
Created on-air promotion and print campaigns for NBC's prime time programs, including regular
series, movies and specials. Wrote and produced long-form marketing presentations and
campaigns for premiering programs.
6/82 –- 6/84
Lifetime Television, New York
DIRECTOR, ON-AIR PROMOTION, VIDEO MARKETING
Developed Lifetime’s first On-air look and Promotion positioning. Responsible for all aspects of the
networks' on-air promotion efforts, from daily topical promotion to network identity, and branding.
Designed marketing presentations for Advertising Sales and Affiliate Relations.
11/78 -- 6/82
KDKA-TV, Westinghouse Broadcasting Co., Pittsburgh
DIRECTOR, CREATIVE SERVICES
Supervised all news and entertainment advertising, and promotion activities at this group-owned
CBS affiliate, including on-air and print creative, outside media and press relations.
EDUCATION
Bachelor of Arts, Stanford University, Communication, Film and Broadcasting.
3 Brad Crum 301-320-8808
Graduated "with Distinction" (John B. Crum)
AWARDS and
HONORS
Winner of over 50 major awards for entertainment and news promotion.
Highlights:
AEGIS Awards 2004 (Video Production Industry’s Premier Competition)
Elite of Lexus, 2003 (Writer/ boards)
Now is the Time, Toyota Financial Services (Writer)
TFS Concept Commercial (Writer/boards)
Aurora Awards 2004 (For Regional Commercial Production)
Best of Show--Elite of Lexus, 2003 (Writer/boards)
Best of Show--Now is the Time, Toyota Financial Services (Writer)
Gold—Toyotoa FS Concept Commercial (Writer/boards)
Communicator Awards 2004
Elite of Lexus, 2003 (Writer/boards)
Toyota Financial Services Concept Commercial (Writer/boards)
PROMAX International
Nominee, "Network Promotion Executive of the Year,1996"
Board Member, 1990-1994
Winner of Nine Gold Promax Awards, and numerous Silver and Bronze Awards
PMAA Promotion Marketing Association of America
Gold "Reggie" Award, "CBS Get Ready Giveaway"
Chicago International Film Festival
Gold Award, Pittsburgh Pirates Campaign
Clio Awards
Finalist, Sports and News Music
IBA AWARDS, Hollywood Radio & Television Society
Network Switch Radio
International Film & TV Festival of New York
Gold Award, Lifetime Network IDs
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