Brian Mack, SVP of Multi-Platform Brand Strategy, iHeartMedia
January 12, 2024
by Fred Deane
Brian Mack
It’s been about a year since Brian Mack had shifted from programming to a newly defined role that is strictly focused on the future path of our medium. He’s part of an executive team at iHR that allows him to continue to work with programmers in the field while guiding them and their brands toward reaching new avenues and heights of enhancing brand value.
There’s a discovery feature to this position where Brian can apply the knowledge he has gained from personal skills he acquired in these parallel fields, and sharing the applications within the company.
As a former programmer, Brian was always thinking beyond what was in front of him about ways to augment his brands and increase value beyond traditional ways. One of his most influential mentors (former iHR Exec) Linda Byrd has stated that Brian has a knack for reinventing himself, and through my longtime relationship with Brian I know that in recent years he’s believed that the industry must start doing things differently in order to expand its scope and marketability. Conceptually, this notion reflects opinions shared among most industry practitioners these days, and Brian is hedging his bet that he’s on the right track of doing just that with the current mission he’s embarked on.
Initially, did you find the non-traditional nature of your new position daunting and/or motivating as you were establishing new parameters and goals for the brands?
A little bit of both. It was daunting in the sense that I had to get to know people I hadn’t worked with prior while collaborating to establish new systems for measurement of (still) new ideas. That said, it’s been amazing working so close with iHR leadership and other talented folks across our enterprise.
What were your initial goals?
The biggest transformation our industry needs is mindset (a little quote from a friend and mentor Tony Travatto), and I would say that’s my goal. Expanding the skill set and focal points of our great talents, marketing staff and programmers.
As a former programmer, did you find common ground areas with programmers across iHR that may have made them more receptive to your overall new initiative?
Many of the programmers were already excelling in these ideas and in many cases inspired me. Others are learning the process through taking steps to learn new skills and then there are still many who recognize the importance but are unsure of the first step. I want to be a support beam for all of them while showing evidence for success and progress.
As you have progressed throughout the year in your role, did you have to modify your goals, expectations. and approach to programmers?
We are constantly tweaking and adjusting. In my experience, iHeart has always been progressive in its tactics. Glad to be part of it!
How have you developed from being a day-to-day programmer into being a member of the executive team of iHR, and what have you learned about yourself along the way?
Can you believe I miss the record calls? That said, the relationships I have created at the local level with morning shows, music talents, and promo directors have only expanded. I now get to be a part of so many talented people’s careers versus before and that I’ve truly cherished. Between getting to know new talents and working with legendary talents who have been in radio for years, I feel absolutely blessed…and I mean that genuinely. BLESSED.
Is radio getting a big enough share of the overall revenue market that’s available to the broader sector of the media landscape?
All I can say here is… stay tuned. Let’s just say this: radio talents were always and still are the original influencers. That value is still very much there. Imagine if your typical travel, makeup, or fitness influencer had access to an additional microphone that can reach millions? Imagine.
