May 17, 2009
The Dark Knight of TV Promos Returns
The man who coined the phrase "Must See TV" is now at ABC.
Vince Manze, the longtime NBC marketing wiz who struck out on his own last fall, has signed a consultancy deal with ABC. He has been a key part of ABC's new "ABC House" marketing campaign, according to ABC marketing co- chief Mike Benson.
"Vince just has a great track record," Benson said. "Just because NBC doesn't want to use him anymore, it doesn't mean he's not worth using."
Benson said Manze is helping out on a number of fronts, from show launches to the ABC House campaign. Marla Provencio, who heads up marketing with Benson, said Manze's presence has been welcome.
"It's great to have another objective opinion about our work," she said. "Fresh ideas are great ideas."
ABC's arrangement with Manze dates back to February, Benson said. Manze maintains his own production and new-media company.
Manze spent nearly two decades at NBC. The ultra-competitive marketing guru crafted numerous on-air campaigns for the network, often working closely with NBC Universal's chief marketing officer, John Miller.
In addition to Must See TV, Manze created the tagline "Save the Cheerleader, Save the World" for "Heroes." He also was key to NBC 2000, a revamping of the network's look that led to the shrinking of credits to make room for more promos.