Promax, a major entertainment marketing association, has rebranded and extended its scope of operations beyond its original focus, television. The newly named Global Entertainment Marketing Academy (GEMA) will expand its membership and services to encompass film, music, sports, and gaming.
Apart from the name change, GEMA plans to revamp its structure completely as it transforms from just being a TV-focused trade organization to an academy for all forms of entertainment marketers. The reorganization will bring in a tiered membership structure and launch a series of marketing awards catering to film, sports, music, video games, and TV, replacing the exclusively TV-centric Promax Awards.
Stacy La Cotera, former Promax President, who now takes over as GEMA President, pointed out the gap in organizations dedicated to marketers and creatives. Most of the existing academies primarily focus on the creators within various industries, leaving a void when it comes to the essential role of marketing.
Promax, originally established in 1956 as the Broadcast Promotion Association, had previously made two significant transitions in its name. It became the Broadcast Promotion Marketing Executives and then Promax, which stands for promotion and marketing executives. A merger with the Broadcast Design Association in 1997 resulted in the name PromaxBDA. The BDA part got dropped in 2019, reverting the name back to Promax.
The transition to the Global Entertainment Marketing Academy reflects the evolving media industry and diversifying roles within it. Long-standing Promax board member and EVP at Fox Scott Edwards, called the rebrand an “unavoidable necessity.”
GEMA’s transition also involves revamping its membership process. A new model demands individuals apply based on professional qualifications, and are then sorted into membership tiers such as emerging, experienced, established, and corporate. Existing Promax members will be transitioned into suitable tiers.
The GEMA annual awards will coincide with various industry-specific awards seasons. Meanwhile, the GEMA board will be restructured to include representatives across all new verticals. The new logo, featuring an ‘X’ symbol reminiscent of Promax, is designed to represent spotlights.
Membership to the nonprofit organization is already open on gema.org.
