Twentieth Century Fox’s publicity and promotions department has hired two new veepees and promoted six staff members as part of a restructuring designed to build a creative, team-oriented approach to selling movies.

The departmental changes in approach and philosophy follow the exit a year ago of marketing prexy Andrea Jaffe and a string of misfires in the marketing and promotion of Fox films. Nine months ago, Robert Harper was hired as marketing prexy, and he in turn earlier this year upped Nancy Utley to exec VP of marketing and brought in Jeffrey Godsick as senior VP of publicity and promotions.

“This restructuring marks the beginning of a new way to sell movies and do business,” Godsick said. “Our emphasis will be on designing unique and creative campaigns that reach moviegoers via nontraditional methods and at unconventional locations. We’ve tossed the formula approach out the window.”

To assist in their effort, Fox execs have brought in Carol Sewell as VP of national publicity and Florence Grace as VP of corporate communications and special events, and have upped Tom Grane to VP of promotional programming.

Sewell joins Fox from Paramount Pictures, where she was exec director of national publicity, having worked on pics including “Clear and Present Danger,” “Clueless” and “The Brady Bunch Movie.”

At Fox, Sewell replaces Jasmine Madatian, who exited last month. Sewell and VP of national publicity Debbie Miller will oversee all publicity activities on Fox’s upcoming releases.

Grace relocated to Los Angeles from Washington, D.C., where she ran her own public relations firm for the past five years. She was hired to fill a new position, a portion of which was previously held by Dennis Petroskey, who exited the studio last year as VP of corporate communications.

Grace will be responsible for the film studio’s corporate communications as well as the planning and execution of premieres and other special events. Previously, Grace was a senior publicist in the Washington office of Rogers & Cowan.

Grane, formerly the department’s exec director of publicity creative services, will continue to oversee all audiovisual promotional materials, including network specials and electronic press kits. Grane has spent five years with the studio, previously having worked at United Artists and Atlantic Entertainment Group.

The department also upped Stephen Early to the new post of director of media promotions, where he will work closely with media to expand the department’s promotional presence in the marketplace. He previously held the job of senior publicist.

Also, staffers Teri Boggess, Angela Pierce, Len Iannelli and Mary Alice Greene have been promoted to publicist.

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