Promax, the global association for entertainment marketing, is transforming to The Global Entertainment Marketing Academy of Arts & Sciences (G.E.M.A.), the Los Angeles-based association said Tuesday. Under the new guise, the organization is transitioning into a tiered academy membership model and expanding its focus from television and streaming into several new categories: film, music, sports, and video games.

“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,” said Stacy La Cotera, president of G.E.M.A.

“The industry has evolved. Industry roles have evolved. Technology has evolved. Expectations of creative, marketing and strategic minds in the industry have been raised. It’s never been a more competitive landscape,” said Scott Edwards, executive vice president, head of creative advertising, Fox Entertainment and G.E.M.A. board member and awards committee head. “The way the organization was conceived was very focused on TV but that won’t suffice in today’s environment.”

G.E.M.A. on Tuesday also unveiled a new visual identity and logo. The new brandmark is inspired by a spotlight that pays homage to the “X” that formed the core of Promax’s most recent logo and symbolizes the new academy’s commitment to amplify entertainment marketers’ imagination, innovation and impact around the world.

In addition, the Promax Awards have been renamed the Global Entertainment Marketing Awards (GEMAWARDS) and will cover the new verticals around the world. New award categories, competitions and other information will be revealed in the coming weeks.  

“These awards are not going to just recognize TV and streaming but work across all of these verticals. These disciplines have been blending together for years,” said Edwards.

The change is in response to the rapidly evolving media and entertainment industries, including constant cross-pollination across the aforementioned verticals.

“Our board is really open to the change that needs to happen in order for us to authentically represent these new verticals,” La Cotera said. “Gone are the days of ‘music marketers do it this way and TV marketers do it that way.’ Now everyone is much more open to accepting everyone into this fold.”

A large part of the evolution to G.E.M.A. are the changes to membership, which will now focus on serving individuals throughout their entire careers, from intern to director to CMO.

“The focus under the Academy banner is on individuals,” said La Cotera. “The value in Promax was in the connections people made at the conferences and through the awards. Those things are still important but there is a renewed focus on the individual now. We are creating a strong ecosystem where people can be amongst their peers to learn and grow.”  

Membership in the new academy will be through an application process based on qualifications and will serve marketing professionals in the following tiers, with benefits tailored to each: emerging, experienced, established, affiliate, student, educator and corporate. There also will be an invitation-only luminary membership for those who have left a lasting impact on entertainment marketing. All existing members will be transitioned to the new membership according to their qualifications. More information about membership can be found on the new website.

“Marketing plays a crucial role in the entertainment industry, a convergence of art and science that serves as a driving force to build connections between audiences and the content they love,” said La Cotera. “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.”