Fox Broadcasting has named former Columbia Pictures exec Senn Moses to serve as exec VP of marketing. Moses replaces George Greenberg, who last fall ankled the post to serve as exec VP of Fox Sports Television Group (Daily Variety, Oct. 1, 1999.)
In addition to overseeing all on- and off-air promotion of Fox shows, Moses will also be in charge of national media, affil promotion, publicity and creative services. He’ll report to whichever exec is ultimately tapped to serve as prexy of Fox Entertainment.
Moses comes to Fox at a critical time for the net and its brand, as overreliance on reality specs (“Who Wants to Marry a Multi-Millionaire?” and “When Animals Attack”) has severely diluted the net’s image with viewers.
Midseason success of laffers “Malcolm in the Middle” and “Titus,” along with the arrival of Sandy Grushow as chair of the Fox Television Entertainment Group, has restored some zing to the net’s scripted entertainment fare. Moses, however, still has plenty of work ahead of him.
“There needs to be a reinforcement of the Fox brand that Sandy and others have created,” Moses told Daily Variety
Moses comes to Fox with no TV experience. He spent the past two years as senior VP of worldwide marketing at Columbia Pictures, working on campaigns for pics such as “28 Days,” “Big Daddy” and “Cruel Intentions.” Before that he worked at Universal Studios Recreation Group and Viacom’s Paramount Parks division, managing marketing for both theme park giants.
Grushow believes Moses’ experience in motion pictures will more than make up for whatever learning curves the exec may have to ride in TV.
“I come from a movie background, and I believe the lessons you learn and the skills you develop opening motion pictures are directly applicable to launching television shows on broadcast networks,” Grushow said. “Senn, having had several years experience in that area — combined with his skills and knowledge relating to brand management — seemed like the ideal candidate.”
In addition, Grushow — one of the most seasoned marketing pros in the network biz — will continue to play a strong role in the promotion and marketing of the web.
Fox has already been taking a movie-like approach to marketing since Grushow’s return to the web. Both “Malcolm” and “Titus” bowed with concentrated, saturation hype campaigns and generic spots that promoted the theme of the show rather than specific episodic content.
“The huge number of entertainment choices available to people today means that you have to capture the essence of your programming very succinctly and market all the more creatively,” said Moses. “I’m looking forward to working with Sandy and everyone else most familiar with the distinctive Fox brand to help create real events that are truly unique to Fox viewers.”