CableFAX Best of the Web 2012 Web Content Director

Where do we start? Andrea Macey has literally pushed WE tv into a new era when it comes to its emergence from a passive network to an important community that engages directly with its female audience. She’s not only the force behind this year’s relaunch of WEtv.com, but she has cultivated an enormous amount of digital content, created numerous value-adds for distributors and advertisers, and created digital promotions around WE tv’s original shows and talent. She even works on VOD, mobile and iTV apps. In 2011, she oversaw WE tv Sync, which enables online viewing parties around shows and has become a sensation among WE tv fans. The functionality premiered in June ’11 with “Bridezillas” and has been on a tear ever since, more than doubling the number of page views. Meanwhile, smart digital features help create even more stickiness around shows. For example, the integration of financial planning advice on the site for “Downsized,” an unscripted show about a family coping with financial issues, was incredibly savvy.

 

 

Jonathan McCarthy – MSG Varsity