Exec has long used Internet to promote shows
HOLLYWOOD — Veteran marketing maven Lisa Gregorian has been named to the newly created position of senior VP, television, Warner Bros. Marketing Services, and will report directly to Bruce Rosenblum, exec VP of Warner Bros. Television Group.
Gregorian, who since October 1998 has served as senior VP, marketing and research, Warner Bros. International Television Distribution, will continue to oversee all marketing for the international unit while greatly expanding her purview to include marketing oversight of Warner Bros. Television (network production) and Warner Bros. Animation. She will work closely with the prexies of those three subsids: WBITD’s Jeffrey Schlesinger, WBTV’s Peter Roth and Animation’s Sander Schwartz.
Gregorian will work with stations worldwide that air the studio’s programming to maximize marketing and promotional opportunities.
In addition, Gregorian will continue to liaise with America Online in exploiting promotional opportunities for the studio’s TV properties on its platform. She will also be charged with identifying and creating strategic marketing opportunities within various Warner Bros. TV productions.
“Lisa is an extremely creative and aggressive marketing executive,” Rosenblum said. “Her innovative initiatives in our international television division, including in-country consumer publicity and promotional campaigns, have proven integral in pre-sale and post-sale of our television programming around the world.”
Since 1994, when she was named VP, international marketing and research, Gregorian has spearheaded several innovative marketing programs at WBITD. In September 1998, Gregorian was key in launching the first Web site from a U.S. TV distributor that provides clients with marketing materials and information via the Internet (www.wbitv.com).
Gregorian began her association with the studio when she joined Lorimar TelePictures in 1986. Recently she received two Promax Europe awards, honoring excellence in promotion and marketing, with trophies for “Smallville” in the best use of Web site category and for “Batman Beyond” for best Web site design.