LAMP Alumni Allison Lyle: I owe a lot of what I’ve accomplished in my career to the LAMP program.”
Thursday, February 24, 2022
Coming to IU, Allison Lyle (B.A. ’08, Communications, LAMP Certificate) knew that she was interested in something at the intersection of marketing and the entertainment industry. Eventually, she settled on a Communications major with a Telecommunications minor, and joined the LAMP honors certificate.
Although Lyle questioned her major and minor during her first few months at IU, she was confident in her choice to participate in the Liberal Arts and Management Program. The Program helped Lyle explore career interests and gain an understanding of positions available in the entertainment industry.
“The LAMP curriculum, specifically the seminars, introduced me to certain positions involving both brands and entertainment that I didn’t realize had existed. For example, through one of my seminars I learned there was a whole profession dedicated to product placement. Gaining that insight allowed me to refine my career search accordingly so that I could find the perfect position.”
Today, Lyle works at Paramount Pictures in the Theatrical Marketing Partnerships department. She and her team work together to reach and gain new audiences for the studio’s films by partnering with brands including Airbnb, Kellogg’s, and Hyundai. “We collaborate with our brand partners to develop innovative campaigns that break through the clutter and engage with consumers on a more meaningful level”.
Lyle also works on the Partner Management team, which helps bring brand campaigns to life after partnerships have been secured by the Sales team. The Partner Management team provides film assets and materials to the brand partners so they can use them for the creation of their co-branded campaign elements. Examples include co-branded TV spots, product packaging, retailer signage and digital/social media. Her team also collaborates with filmmakers and brand partners on the movie logo and artwork.
Through her current position, Lyle has achieved her dream of working in both entertainment and marketing. She has been able to be both strategic and creative. “Every partnership is unique and different, which keeps our work exciting and super engaging. My role is definitely all about relationship building, and I thrive on creating and making those connections.”
Lyle believes that LAMP was very important to her educational development, and gave her skills such as perception, mental power, and stamina. “In my work, we strive to push the limits and achieve that ‘never been done before’ element. The LAMP seminars prepared me to move out of my comfort zone and consider all the perspectives to achieve a goal or solution.”
Lyle says this to current students: “Perseverance and passion are key to achieving your goals. No matter how daunting or unattainable that goal may seem, it is possible. But you will have to put in the time and dedication, and the passion is what will always keep you inspired and motivated to get there!”
Thank you, Allison, for sharing your LAMP experience and current career trek with us! We always love hearing from our graduates and friends. We invite all LAMP alumni to fill out our “Stay in Touch” form on the LAMP website.
Feature compiled by LAMP Alumni Relations intern Gabriella Rami; edited by LAMP staff Laresa Lund.