PromaxBDA To Honor Long-time ABC Marketing Executive Marla Provencio With 2017 Lifetime Achievement Award

Award Will Be Presented at PromaxBDA: The Conference 2017
June 5 – 8 in Los Angeles

Los Angeles – May 23, 2017 – Exclusive to Variety —PromaxBDA, the leading global association for entertainment marketing, promotion and design professionals, announced today that acclaimed ABC marketing executive Marla Provencio will be the recipient of the 2017 PromaxBDA Lifetime Achievement Award. Provencio will be presented with the Award on June 5 at PromaxBDA: The Conference 2017 in Los Angeles.

Previous PromaxBDA Lifetime Achievement winners include NBC marketing executive John Miller, producer Brian Grazer, filmmaker Spike Lee and actress Betty White.

“Throughout her 35+ year career at ABC, Marla has proven to be an inspiration to so many people in our industry not only for her groundbreaking work, but also for the leadership and vision she exhibits every day in a very dynamic business” said Steve Kazanjian, president and CEO, PromaxBDA. “There is no one more deserving of this Award and it will be our honor to present Marla with the PromaxBDA Lifetime Achievement Award at The Conference in June.”

“I am deeply honored to be the recipient of the 2017 PromaxBDA Lifetime Achievement Award from Promax,” said Provencio. “Being part of this creative community is a true privilege.  Now, to be acknowledged by my peers is emotionally overwhelming. I am extremely grateful.”

Marla Provencio bio

Marla Provencio was named executive vice president, Marketing, and chief marketing officer, ABC Entertainment, in November 2011. In this position she oversees all marketing activities for ABC’s primetime, daytime and late-night lineups, while establishing the tone and brand for the network. Her duties include oversight and strategic planning, creative development and implementation of all on-air and off-air marketing, advertising and promotional campaigns for all ABC Entertainment programming, including scripted and reality series, alternative, movies and specials. She was previously executive vice president, Marketing, ABC Entertainment Group, since June 2009. Prior to her Group title, Provencio had been executive vice president, Marketing, ABC Entertainment, since February 2007.

Provencio spearheaded the successful launches of the hit series “Modern Family,” “Once Upon a Time,” “How To Get Away With Murder,” “Resurrection,” “The Middle,” “black-ish,” “Revenge,” “Castle” and “Marvel’s Agents of S.H.I.E.L.D.,” as well as the critically acclaimed “Grey’s Anatomy,” “Lost,” “Desperate Housewives,” “Scandal,” “Dancing with the Stars,” “Shark Tank,” “The Bachelor” and “The Bachelorette” among other ABC primetime and late-night programming. She created a variety of award-winning and innovative marketing campaigns and launched the television industry’s first multi-platform, brand identity and viewer-navigation system through the “ABC Start Here” initiative. Along with other programming, she developed multi-platform digital and social strategies for shows such as “Scandal,” as well as alternative reality games and multi-level engagement activities for the hit series “Lost.” She also was honored by the Academy of Television Arts & Sciences 2008-2009 Emmy Awards for contribution to the Outstanding Creative Achievement in Interactive Media (fiction) for The Dharma Initiative (“Lost”). Provencio created Hispanic-targeted campaigns for “Desperate Housewives” and “Ugly Betty.” Both series’ premieres ranked as the No. 1 show of the evening and time period among all Hispanic viewers watching English language television. Provencio was also named one of the top Hispanic marketers of the year by AdWeek’s Marketing y Medios Magazine.

For her creative endeavors on behalf of ABC, Provencio was named “Entertainment Marketer of the Year” in 2005 and 2007 by Ad Age. She has also been nominated for numerous PromaxBDA Awards, winning several for on-air promotion campaigns that she developed. These include the “ABC House” branding campaign, as well as campaigns for such series as “Revenge,” “Modern Family,” “Lost,” “Desperate Housewives,” “Grey’s Anatomy,” “NYPD Blue” and “Alias,” and the movie and miniseries “Oprah Winfrey Presents: Tuesday’s with Morrie” and “Life with Judy Garland: Me and My Shadows.”

Provencio started her career in on-air promotion at ABC in 1979 as production coordinator. Over the years she has held various positions, including producer, senior producer and executive director of Daytime and Children’s promotion; vice president, overseeing all on-air creative for Drama and Long-form Programming; and vice president, Marketing, ABC Entertainment.

In addition, Provencio was selected by a panel of executives to participate in ABC’s mentoring program. She was chosen as one of People en Español’s Most Powerful Women for 2013 and was named one of 2011, 2012, 2013 and 2014’s Most Powerful & Influential Latinos in Entertainment by the Imagen Foundation. She was also voted one of the 50 Elite Hispanic Women two years in a row by Hispanic Business Magazine, and was named one of The Hollywood Reporter’s Power 100 Women in Entertainment as well as THR’s Top 25 Latinos in Entertainment in 2014. She currently serves on the PromaxBDA Board of Directors.
Born and raised in California, she holds a Bachelor of Arts in English from the University of California, Los Angeles.

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About PromaxBDA
PromaxBDA celebrated its 60th anniversary in 2016 and is a member association representing more than 10,000 companies and individuals from major media organizations, marketing agencies, research companies, strategic and creative vendors and technology providers around the globe. With companies and individuals drawn from more than 70 countries, PromaxBDA is a truly international organization uniting the individuals who will pioneer tomorrow’s electronic and broadcast media.

For more information, please visit the website: https://www.promaxbda.org.

About PromaxBDA: The Conference 2017
The annual Conference is where marketing, promotion and design executives gather as a global community to share ideas, learn the best techniques, develop the right tools, get insight on the latest technologies and be inspired by the brightest luminaries in the industry.


For further information and accreditation for the conference, please contact:

Jennifer Greene