If you’re wondering how Shark Week managed to swim back into pop culture dominance in 2013, thank  Discovery’s SVP, Marketing Lara Richardson, who continues to stand out from the pack—or perhaps the school in this case. Richardson’s introduction of “Snuffy the Seal” as the unfortunate Shark Week mascot (it didn’t end well) supercharged the franchise, resulting in record ratings and massive social media engagement. Meanwhile, Richardson smartly used Snuffy to launch Skywire Live, which snagged a whopping 21 million viewers unsure whether Nic Wallenda would meet a similar fate as he tightrope walked across the Grand Canyon (thankfully, he fared better than Snuffy). Richardson also forged 25 partnerships that included new relationships with big brands like Cold Stone Creamery, USA Today and Great Clips, increasing impression levels seven fold. Our only question is how she’ll top herself in 2014. We’re guessing she’s already got a plan.

The Daily

Subscribe
Friday–July 11

Next Frontier: CableLabs Explores More than Speed Connectivity Era

Internet speed records are all the rage these days, with two separate breakthroughs making the headlines recently. One is more in the distant future, but the other hits closer to home.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Sep 11
2025 Faxies Awards Faxies Nominations Open! Final deadline: 4/4/25
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.