(September 17, 2003 – Burbank, CA) – Viviana Pendrill has joined Warner Bros. Pictures in the newly created position of Vice President, Targeted Marketing. The announcement was made today by Dawn Taubin, President, Domestic Marketing, Warner Bros. Pictures. Pendrill reports directly to Diane Nelson, Executive Vice President, Domestic Marketing, Warner Bros. Pictures. In her new post, Pendrill will research and develop motion-picture marketing strategies for a variety of niche audiences, including Hispanic, urban, teen and other groups. She will also coordinate her efforts with other divisions of Warner Bros. Studios and of AOL-Time Warner to make the most of cross-company opportunities to reach these audiences. Pendrill is a veteran marketing executive who founded and formerly co-owned Casanova Pendrill Publicidad, Inc., one of the top Hispanic advertising agencies in the United States. As Vice President and Creative Director, she was responsible for the creative vision of the agency, which pioneered targeted advertising for some of the nation’s largest corporations. While there, she earned such awards as the Clio, Belding and Se Habla Español for her work. “Warner Bros. Pictures recognizes the diversity of the audience base for our movies; we realize that we need to be active and smart about tailoring our marketing messages to specific cultural and interest groups,” said Taubin. “Viviana’s understanding of niche markets, especially of the rapidly growing Hispanic market, will make her a tremendous contributor toward this effort. We are really pleased to welcome her on board.” Pendrill founded and co-ran Casanova Pendrill Publicidad from 1984 through 2000. Prior to that, she spent four years as Associate Creative Director at Mendoza, Dillon & Associates, a pioneer agency in Hispanic market advertising, based in Newport Beach, California. In 1979 and 1980 Pendrill was Senior Copywriter at Casares, Grey & Associates in Buenos Aires, Argentina, and in 1977 she began her advertising career at Harrison, Cowley Advertising in Bristol, England. Pendrill is a graduate of the University of Bristol in Great Britain.
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