Former Fox Television Entertainment topper Sandy Grushow has joined advisory firm MediaLink Communications as chief creative officer.
Grushow will work with MediaLink clients in brainstorming content ideas and strategic planning for marketing and advertising initiatives. MediaLink, launched in 2004 by former Initiative Media Worldwide chief Michael Kassan, advises media, entertainment, advertising and tech firms on a range of business and planning concerns. The company primarily focuses on marketing and advertising issues, but it also delves in areas including technology and regulatory concerns.
MediaLink’s roster of clients include AT&T, Microsoft, Unilever, General Electric, MySpace and GlaxoSmithKline.
Grushow’s hire signals the company’s intent to expand its scope, particularly the level of creative and marketing-specific work that MediaLink offers clients, though it is not an ad agency per se and will continue to work with the various ad firms with which it shares clients. MediaLink has about 30 employees in New York and L.A. Kassan last year tapped Yahoo alum Wenda Harris Millard to serve as prexy.
“We’re always talking to our clients about the ability to communicate (marketing) messages in new and interesting ways,” said Kassan, who is chairman and CEO of the company. “The combination of Sandy’s sensibility (as a former TV exec) and his true passion for marketing is the perfect storm for us.”
Grushow spent 16 years as a programming and marketing exec at Fox before exiting as head of the network entertainment and 20th Century Fox TV studio operations in early 2004. Most recently, Grushow helped launch the online filmmaking competition site Filmaka, which incorporated a lot of branded integration elements.
He crossed paths with Kassan during the Filmaka launch, but the two only recently began discussing the possibility of an exec role for Grushow at MediaLink.
“Marketing is my first love,” Grushow said. “I was looking to take that and apply it to what is a new world for me, consumer products. … The job at MediaLink is to ensure that our clients’ money is spent wisely.”