"Wonderfully scary" digital future at PROMAX '99.

Now in its fourth decade, PROMAX will join conference partner BDA - the international association for marketing and promotion executives in electronic media - in San Francisco, June 9-12.

Once again, more than 7,000 experts will share the latest research, creative concepts and techniques designed to build audiences, ratings, revenues and brand identity. "Our industry is about to experience major shifts in how we do business," noted George Pearson, BDA chairman and vp of Design and Creative Services at Discovery, "[especially] with the proliferation of new desktop technology and the ever expanding globalization of entertainment productions, plus more print designers moving into broadcast design."

As the concept of electronic media no longer applies to just one venue, broadcast design companies are increasingly being called upon as one-stop-shopping conduits to create everything from branding to print and radio promotions to full-scale commercials. With the new millenium fast approaching, the theme at PROMAX this year is "@ the Edge."

"To that end," remarked Micki Byrnes, PROMAX chairperson and director of Marketing and Promotion for WKYC Cleveland, in looking at a "wonderfully scary" digital future, "we continually have to reinvent ourselves to stay one step ahead of the game. This is why finding a replacement for [past president] Jim Chabin is so important." PROMAX has hired Korn/Ferry International, an executive search firm, to find Chabin's successor. Kern/Ferry has narrowed the field to less than a dozen candidates. PROMAX's ad-hoc president's committee expects to announce a new president by the opening of the conference. One executive rumored to be a candidate is Peter Gerosa, formerly a U.S.-based television journalist and now an executive at Swiss TV. However, the domestic television people on the committee may not be ready for a foreign executive, no matter how "neutral" he may be.

Mary Powers, director of Communications and Marketing for ChumCity International and co-head of the president's search committee, will leave her position as international chairwoman for PROMAX conference seminars and workshops in favor of one as chairwoman of PROMAX International, a move that will take place next year. "We are looking 'ahead to increased representation by new media, cablecasters, international members and new conferences," commented Powers, "the latest of which will be held for the Australia/New Zealand region."

"Convergent media" - the buzz phrase that refers to the Internet's increasing role in all things informational - and how brands transcend platforms will be two major themes at PROMAX '99. Seminar highlights will include "Birth of a Network in the Age of Convergence," "Creative Property and the New Media," "Advertising on the Internet" and "Exploiting Traditional Media on the Internet."

Lee Clow will deliver the keynote address following lunchtime June 9. Clow is the chairman and CEO of the advertising agency, TBWA/Chiat/Day. Clow's agency is best known for giving birth to the Energizer Bunny, the Air Jordan campaign and, most recently, Taco Bell's talking Chihuahua.

Vince Manze, Lee Minard and Chris Moseley, Sr., all vps of Advertising and Promotion at NBC Entertainment, PAX Net and Discovery Networks respectively, are each being presented with the PROMAX Pinnacle Award. This honor is given in recognition of those who "have made indelible imprints on the profession, are at the height of their careers and continue to break new ground."