Michelle Vicary Returns to Hallmark as Head of Programming
Michelle Vicary is making an impressive comeback to Hallmark, this time assuming the role of head of programming. In her new position, the veteran executive will be tasked with overseeing all production and original programming across Hallmark’s diverse content platforms.
Vicary has been intricately woven into the fabric of Hallmark’s media operations since their inception. After a fruitful career spanning 22 years, she departed the company in 2021, having held various high-ranking positions, including executive vice president of programming.
A Legacy of Success
During her extensive tenure, Vicary played an instrumental role in developing some of Hallmark’s most distinguished series and films. Her fingerprints can be found on beloved titles such as When Calls the Heart, Good Witch, and Chesapeake Shores. These projects have not only garnered high ratings but also created a loyal fan base.
Moreover, Vicary was pivotal in broadening Hallmark’s commitment to diverse storytelling. She actively sought out LGBTQ+ representation by hiring numerous LGBTQ+ actors and greenlighting films like Wedding Every Weekend and The Christmas House, the latter of which received the network’s inaugural GLAAD Media Award nomination. One of her priorities was ensuring a mosaic of talent, featuring actors of all ages and backgrounds, including Holly Robinson Peete, whom she led in developing the Christmas in Evergreen film franchise and the network’s first unscripted series, Meet the Peetes.
A Shift in Focus
The timing of Vicary’s return could not be more fortuitous, as Hallmark is intensifying its foray into unscripted storytelling. Upcoming projects such as Finding Mr. Christmas, Celebrities With Lacey Chabert, and Baked With Love: Holiday are set to expand the brand’s narrative horizons.
In addition, Vicary was influential in ushering some of Hallmark’s most recognizable actors into the spotlight, including Tyler Hynes, Jonathan Bennett, Luke MacFarlane, Kimberley Sustad, Nikki DeLoach, Paul Campbell, Ashley Williams, Erin Cahill, and Andrew Walker.
Navigating a New Landscape
As Vicary reenters the Hallmark universe, nearly four years post-departure, she will find the landscape markedly transformed. Reporting to Chief Brand Officer Darren Abbott, Vicary is poised to be an integral part of Hallmark’s evolution into a more cohesive media entity.
“We refer to it as One Hallmark,” Abbott explains. “We are a unified brand. My role is to leverage this opportunity through a consumer-centric lens, delivering remarkable content, products, and experiences that fully utilize our brand’s potential. The future appears decidedly limitless.”
The brand is increasingly embracing its fandom as a core element of its strategy. Recent endeavors, such as sold-out cruises, the Hallmark Christmas Experience, and a successful panel at last month’s San Diego Comic-Con, underline this commitment. “We intend to focus less on our individual outputs or operational units. It’s not solely about the greeting card business or our film offerings; it’s about intertwining all facets of the Hallmark brand in innovative manners,” Abbott adds.
Commitment to Diverse Storytelling
As Hallmark continues to grow its collaborations with prominent entities, such as the NFL, the team is dedicated to ensuring that the brand’s identity transcends genres. “The Hallmark brand is one that belongs to everyone. It is embedded in our foundational ethos, and we remain steadfast in our commitment to tell stories that mirror the world around us,” Abbott asserts. “It’s essential for us to be a brand that connects with all people, whether through our products, movies, or the experiences we create.”
With her extensive experience, Vicary is particularly adept at narrating festive tales, having played a crucial role in the creation of Hallmark’s storied Countdown to Christmas initiative in 2010.
A Defining Influence
“In many respects, Michelle helped forge the very essence of what a Hallmark Christmas movie represents—a unique genre that remains unparalleled,” Abbott remarks. “Her expertise was, in many ways, the missing piece in contemplating the future of our brand.”
Although the Hallmark team is only now beginning to seize experiential opportunities, Vicary recognized their potential years earlier. In a candid interview with Variety in 2019, she noted, “We have cultivated an immersive brand experience. We are integral to the traditions that people cherish during this season; we are at the forefront of conversations surrounding Christmas entertainment, and our audiences not only appreciate what we offer, but they also express their gratitude for it.”
Source link: Variety.com.
