Creative Artists Agency has hired former News Corp. exec veepee of marketing Roger Fishman to top its corporate consulting division.
“Roger shares our belief that entertainment has far more to offer consumer and technology brands than traditional product placement and sponsorship opportunities,” said CAA prexy Richard Lovett.
While at News Corp., Fishman developed the company’s worldwide integrated sales and marketing team and worked with the SkyDigital TV service in the U.K., TV Guide, HarperCollins, Sky Digital TV and Fox cable channels. He reported directly to president Peter Chernin.
Lovett praised Fishman as possessing “a rare combination” of “senior-level marketing experience” and “tremendous insights and relationships within the entertainment and media industries.”
Fishman most recently served as general partner and chief operating officer for epartners, a London-based venture capital firm led by News Corp. He will use CAA’s entertainment relationships to “connect (clients’) brands with consumers through popular culture,” according to Lovett.
“Capturing consumers’ attention and influencing their attitudes and behaviors has never been more challenging,” Fishman said. “CAA combines immediate access and unique insight into popular culture with a team of experienced, professional marketing strategists to help corporate clients communicate effectively in ways they never have before.”
CAA currently has a staff of 11 full-time corporate agents and maintains an equity relationship with Shepardson Stern + Kaminsky, a Gotham communications consulting firm which, with CAA, has provided marketing services to clients like Coca-Cola, Microsoft, Yahoo! entertainment, Dell, TiVo, Hughes Network Systems and Boeing Digital Cinema.
“From brand-building challenges to the digital distribution of content, the landscape for corporate marketing, technology and entertainment is changing dramatically,” said Lee Gabler, CAA co-chairman and head of its television division. “Roger’s deep understanding of these areas complements CAA’s ongoing efforts to ensure that our artists and corporate clients anticipate and benefit from the shifting business environment.”