Member association for entertainment marketing, Promax, has rebranded as The Global Entertainment Marketing Academy of Arts & Sciences.

The association is also entering into a “significant organisational evolution” with a transition into a tiered academy membership model, an expansion into the Film, Music, Sports, and Gaming industries, a new visual identity, and a new name

As part of the rebrand, the Promax Awards for entertainment marketing will be renamed the Global Entertainment Marketing Awards with new award categories set to be revealed in the coming weeks. The brand evolution also includes a new brandmark: “a spotlight-inspired symbol that pays homage to the recognisable ‘X’ from Promax, while taking on a transformative and forward-looking form that symbolises G.E.M.A’s commitment to amplifying imagination and impact.”

The new academy model will introduce a membership application process based on qualifications, enabling members to access distinct tiers, “each designed to provide benefits aligning with an individual’s career level and role.” Membership tiers include Emerging, Experienced, Established, Affiliate, Student, Educator, Corporate, and an invitation-only Luminary membership. Prospective members will be required to meet professional qualifications when submitting applications. All existing Promax members will be transitioned into the new membership tiers according to their qualifications.

Stacy La Cotera, President of G.E.M.A said: “Our industry isn’t static, and neither are we. For almost 70 years we’ve listened, learned, and led. This transition from Promax to Global Entertainment Marketing Academy isn’t in name only, it is an acknowledgment of the dynamism in our industry and the necessity to commit to bringing about a universe of diverse marketers, creators, innovators, and visionaries through a larger and more inclusive remit. Our academy stands as a beacon for every marketer across the globe, empowering them with much-needed resources, recognition, and community.

“Marketing plays a crucial role in the entertainment industry, a convergence of art and science, that serves as a driving force that builds connections between audiences and the content they love. Marketers are essential in creating long-term relationships and fostering strong connections with viewers, listeners, and fans, which helps to build a loyal fan base and promotes the success of the content. As we share knowledge, champion best-in-class practices, and connect professionals around the globe, we will do so by working closely to help our industry make huge strides in DEI among the workforce in the areas we represent today and in the future. This is of great importance to us all.”

Jon Creamer

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