Paramount has upped its top promo-partner wrangler, LeeAnne Stables, to exec VP of worldwide marketing partnerships.
Stables will continue to oversee global marketing alliances for studio films released through Paramount, DreamWorks and the MTV Films and Nickelodeon Movies banners.
Post has grown increasingly important over the years as studios rely more on outside marketers and their willingness to spend additional ad coin to tie in and push Hollywood properties worldwide. It’s not unusual for major tentpoles to land as much as $100 million in extra marketing muscle from brands.
At Par, Stables was key in landing heavyweights such as Audi, 7-Eleven, Burger King and LG for this week’s “Iron Man,” a co-production with Marvel Studios. Tie-in ads have already rolled out across various media from the brands.
She also brokered deals with Burger King, Mountain Dew and General Motors to back “Transformers,” with GM’s vehicles serving as the shape-shifting hero ‘bots in the actioner. Stables was also able to enlist helmer Michael Bay to direct TV spots for the three partners as part of their pact for the pic.
In addition, Stables has forged partnerships with marketers that typically haven’t promoted Hollywood productions in the past.
Those include German shipping giant DHL for last summer’s “Mission: Impossible III” and eBay for “Transformers.” McDonald’s also became a first-time partner for Paramount around “The Spiderwick Chronicles.”
Stables is negotiating pacts with partners for 2009 tentpoles “Star Trek,” “G.I. Joe” and “Transformers 2.”
“LeeAnne has done an incredible job of securing major partnerships with top brands in the key categories of automotive, beverage, electronics and fast food,” said Steve Siskind, Par exec VP, worldwide marketing and advertising. “She manages these relationships in a masterful way, leading to repeat alliances.”
Stables was most recently senior VP, worldwide marketing partnerships, since 2005.