NEW YORK — AOL Time Warner on Friday named Myer Berlow prexy of AOL Time Warner Global Marketing Solutions Group, a new division to develop and roll out cross-platform advertising and marketing initiatives worldwide.
Berlow, a seasoned advertising exec, was most recently America On-line’s prexy for worldwide interactive marketing. That post will now be filled by Robert Friedman, prexy of AOL TV and former co-chairman of worldwide theatrical marketing at New Line Cinema.
The new unit is designed to pull together the giant conglom’s sprawling assets for the benefit of advertisers. To date, AOL Time Warner has pro-vided so-called total marketing solutions for some 20 partners, usually by extending an existing advertising agreement with one division to other parts of the company.
Clients include eBay, Samsung, Royal Philips Electronics, Swatch Group, Bank of America, Wrangler, Nortel, Cendant, Compaq, Qwest, WorldCom, Kinko’s, Oxygen Media and Princess Cruises.
Friedman cites the various cross-platforming AOL could engineer for the latest “Austin Powers” sequel. “We’d set up a Web site,” he said. “Then a chat room to raise awareness of the movie. We’d enlist Moviefone to allow subscribers to buy movie tickets online. Then sell merchandise tied to the movie on an auction site.”
“Cross-platform advertising and marketing initiatives will increasingly become a key driver of the company’s future growth,” said AOL Time Warner co-chief operating officer Bob Pittman.
The new division will work closely with AOL Time Warner’s Advertis-ing Council, which represents marketing and advertising sales teams across the company.
Julie Kantrowitz, exec VP of media sales at Warner Bros. Domestic Television, will become chief operating officer of the new unit.
(John Dempsey in New York contributed to this re-port.)