New exec to develop brand strategy

NEW YORK — SFX Entertainment named ad exec Richard Lobel to the new post of senior VP, marketing and media communications on Wednesday.

Lobel was previously group account director of global advertising for Calvin Klein Inc./CRK Advertising. He served as global account director at DDB Needham before that and has also worked with Ogilvy & Mather.

His mandate is to develop a brand strategy to provide SFX with an “organizing principle for brand architecture” and a platform for global positioning, SFX said in a statement. He will evaluate and coordinate all media and communications efforts. The company called that coordination critical, since “media spending on advertising and communication totals in excess of $100 million.”

He will work to package SFX assets to potential corporate sponsors and advertisers, to ensure a consistent image across all platforms and create standardized marketing tools throughout the company.

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