Phil Cook is a proven marketing leader who turned his passion for sports and culture into a global career. Now in his fifth year as Chief Marketing Officer (CMO) for the WNBA, he is at the forefront of the league’s most important era. Cook is responsible for leading the strategic marketing efforts that elevate the WNBA’s visibility and popularity, driving unprecedented growth for the brand.

How many years have you been a judge?

This is my first year!

What excited you about judging for the Telly Awards?

I love seeing inspiring work from a variety of areas!

What was your first job in the industry? What did it teach you?

I sold stadium media at SkyDome in Toronto, which taught me the value of relationships and how to always look for ways to identify, build, and foster them, especially in the business of sport.

What project are you most proud to have worked on?

Taking the WNBA from a support platform to a fan-first global sports league. We focused on the athletes and their greatness on and off the court—we pivoted away from showcasing the league as a cause.

What’s the most challenging part about your job and/or the industry?

Managing the expectations of existing and new fans—so many more POVs around our league. Overnight, everyone somehow became an expert on what we should do, whereas three years ago, most of these fans couldn’t spell WNBA (kidding, kind of).

What do you look for to determine excellence in video?

“Do I understand the intent?” and “Did it land?”

What are your current roles and responsibilities and what do you love most about your job?

I lead a cross-functional marketing team responsible for driving WNBA awareness and engagement. I’m surrounded by amazing colleagues during an incredibly important time in sport, led by the WNBA, and I get to see the progress we’re contributing to the sports and culture ecosystem.

What initiatives or projects are you working on now that excite you?

We’ve entered the three-pronged holy grail of sports leagues: new media rights expansion, labor peace through a new collectively bargained agreement, and our 30th season. We have a lot to look forward to next year.

Do you have any specific practices you lean on to spark creativity?

I’m insanely curious about how other leagues, cultural events, and brands look to attract fans and customers and engage them.

What inspired you to pursue your career path?

My love of sport – I had insane knowledge of sport as a young kid that translated into wanting to be part of the equation that drove passion like I had.

In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?

Easiest answer is the role of AI. The one I’m struggling with is how to remain relevant, authentic and distinctive in a world where EVERYONE creates content.