Draft:G.E.M.A.
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The Global Entertainment Marketing Academy of Arts & Sciences (G.E.M.A.) (formerly Promax) is the leading member association for the global entertainment marketing profession. Founded in the United States in 1956 as the Broadcast Promotion Association (BPA), in 1985, the organization changed its name to Broadcast Promotion & Marketing Executives (BPME). In 1993, the organization again changed its name to PROMAX (a loose acronym for Promotion and Marketing Executives). A merger with the Broadcast Design Association (BDA) in 1997 created PromaxBDA. In 2019, the organization dropped BDA and reverted to Promax. In 2024, Promax rebranded to The Global Entertainment Marketing Academy of Arts & Sciences (G.E.M.A).
G.E.M.A. describes itself as the "home to the creative and strategic minds driving the industry forward. With a worldwide network, we empower, celebrate excellence, and preserve the enduring significance of marketing creativity and strategy in the ever-evolving world of entertainment, from TV/Streaming, Video Games, Sports, Music, to Film. Our mission is to honor marketing and creative excellence, nurture growth and inclusivity among industry professionals, and enrich our cultural landscape."[1]
Rebrand[edit]
In February 2024, Promax announced a significant organizational evolution with a transition into a tiered academy membership model, an expansion into the Film, Music, Sports, and Gaming industries, a new visual identity, and a new name: The Global Entertainment Marketing Academy of Arts & Sciences (G.E.M.A). As part of the rebrand, the Promax Awards that has long represented the pinnacle of achievement in entertainment marketing was renamed the Global Entertainment Marketing Awards. The brand evolution also included a new brandmark: a spotlight-inspired symbol that paid homage to the recognizable ‘X’ from Promax while "taking on a transformative and forward-looking form that symbolizes G.E.M.A.’s commitment to amplifying imagination and impact.[2]
Academy Structure[edit]
G.E.M.A.'s membership structure is based on an individual's professional qualifications. This academy-style structure enables members to access distinct tiers, each designed to provide tailored benefits aligning with an individual's career level and role. The benefits package provides members with increased opportunities and resources for networking, nurturing creativity, community building, career development, and celebrating excellence. Membership tiers include Emerging, Experienced, Established, Affiliate, Student, Educator, Corporate, and an invitation-only Luminary membership.https://www.gema.org/membership