Positioning A Legendary Institution


I arrived in Los Angeles on the day of the big earthquake. Which is perhaps appropriate, because the job I was applying for–and got–was to shake things up at one of the most venerable studios in Hollywood…Hanna-Barbera. The birthplace of a host of the world’s best known and beloved cartoon characters–The Flintstones, Yogi Bear, Scooby Doo, The Jetsons, Top Cat, Huckleberry Hound, Johnny Quest, to name but a handful–had lost its way. It was down at the heel and covered with cobwebs.

Its new owner, Ted Turner (remember him?) wanted it turned into a living, breathing success story again. I worked closely with Fred Seibert and a new staff of tremendously talented executives and creatives, and came up with a positioning document, along with a series of essays that addressed the misconceptions many people–myself included–had about Hanna-Barbera. These documents not only helped us turn Hanna-Barbera around. Hanna-Barbera and Cartoon Network turned the entire animation industry around, with such breakthrough hits as The Powerpuff Girls, Johnny Bravo, Dexter’s Lab, and Cow and Chicken. And our studio became the training ground for the next generation of young cartoon artists. You can find the document under the “Pages” section to the right of this blog.

Published in: on May 2, 2007 at 7:01 am  Comments (2)