Cablevision has hired Matt Lake as its senior vice president of branding and creative.
Lake previously worked as a principal at creative agency The Brooklyn Brothers, where his clients included Cablevision, Cablevision spin-off Madison Square Garden and News Corp.
In this new role, Lake is responsible for the development and creative execution of Cablevision’s brand and marketing strategies supporting the company’s full suite of Optimum-branded products and services. Lake reports to Kristin Dolan, Cablevision’s senior executive vice president of product management and marketing.
Specifically, Cablevision said Lake was charged with helping to create and refine the new brand identity for Optimum. This includes existing product marketing development and the formulation and implementation of new campaigns and integrated marketing efforts supporting new products and product enhancements – for both residential and commercial customers.
“Matt is an extremely talented creative executive we know well and have worked with successfully for many years, so it is a pleasure to welcome him to Cablevision to lead our branding and marketing efforts,” Dolan said. “He has created brand strategies and ad campaigns for a range of preeminent companies that have engaged consumers across all media formats, from traditional broadcast and print to emerging online and social media platforms, and is a perfect person to help develop and guide the look, feel and direction of a new and strongly consumer-focused Optimum brand.”
Prior to joining The Brooklyn Brothers, Lake served as a managing director at Element 79 Partners, as worldwide account director at DDB Worldwide, and as executive vice president and director of business development at Gotham.