Diana Lochridge, who recently left her position as VP of creative services at truTV, has joined 99 Tigers, a branding and promotion company based in New York, Venice and Dallas.
While at truTV, Lochridge played a key role in one of television’s most successful recent rebrands, helping to reshape its identity from Court TV to a high-energy home of “actuality” programming, featuring real people and real situations in an entertaining context.
At 99 Tigers, Lochridge will be working on a variety of branding and promotion initiatives. She’ll also be heading up a new 99 Tigers division, 98 Monkeys, which will focus on leveraging her unique blend of comedic and dramatic broadcast advertising and promotion.
“Starting up a division with 99 Tigers was an easy decision,” said Lochridge. “They have some of the best creatives working in television.”
Lochridge previously worked at VH1, HBO, and broadcast agencies Charlie Company and Crossroads Television. She has worked with 99 Tigers‘ creative team for decades.
“Di is a powerhouse in our industry and a close, longtime friend,” said Glenn Lazzaro, creative director at 99 Tigers. “I couldn’t ask for a better creative partner.”
Lochridge complements her creative skills with an extensive strategic and production background, noted 99 Tigers executive producer Molly Christie Benson: “She makes my life easier as an EP, because she can handle all sides of a big, challenging campaign.”
99 Tigers creative director David Seeley, who’s worked with Lochridge frequently since the ’90s, prizes her sense of humor above all. “Di creates killer spots and long-form pieces,” he said. “But comedy is her secret weapon. We can’t wait to see what we can do together as one team.”
About 99 Tigers
99 Tigers is a creative services agency serving America’s leading TV networks and entertainment brands. Based in New York, Venice and Dallas, it delivers strategic creative from concept to production to post. 99 Tigers brands and promotes with a focus on live-action on-air campaigns and high-impact sales videos. Recent clients include Bravo, Oxygen, truTV, MSG Networks, CBS Television Distribution and Microsoft.
