Marketing topper reups through 2014
DreamWorks Animation has inked a new long term agreement with Anne Globe to remain as the toon studio’s chief marketing officer through at least 2014.A new contract, which begins at the start of 2012, comes as DWA prances into theaters Friday with “Puss in Boots,” a spinoff of the “Shrek” franchise, and as “Kung Fu Panda 2″ ranks as the highest-grossing animated pic at the worldwide B.O., with a $664 million haul, the fourth highest grosser of 2011. Globe has overseen marketing efforts for DWA’s films, TV shows and ancillary properties like videogames, theme park attractions, stage shows and live tours since 1996. Her position also has her broker promo partnerships with marketers that tie in with the company’s films or the DreamWorks Animation brand, and manage studio relationships with partners including Imax, RealD and Nickelodeon. In the past, promo deals have involved heavy hitters like Walmart, McDonald’s, General Mills, HP, Intel and cruise line Royal Caribbean. “Puss in Boots” has McDonald’s, Friskies and Avocados From Mexico as key partners. DWA has produced and released 23 animated films, with 11 through Paramount since 2006. The pics have earned more than $5.5 billion at the B.O., and $10 billion once homevideo, pay TV, merchandise and other sources are tallied. Globe’s efforts are being rewarded with a pay raise. She will now earn a salary of $862,000, up from $835,000, in addition to cash incentive awards and other bonuses, according to a DWA filing with the Securities and Exchange Commission. The documents state that Globe’s new contract extends through 2014, but that the studio has the option of extending it further for an additional year under new terms. The studio is in the midst of deciding whether to ink a new distribution deal with a studio once its current pact with Paramount expires at the end of 2012, or to self-distribute its films on its own. Globe will oversee the release of three new films in 2013. DreamWorks Animation chief Jeffrey Katzenberg said Globe’s “creativity, dedication and amazingly hard work over the last 15 years have been vital to establishing DreamWorks Animation as a premiere family entertainment company.” “As the DreamWorks Animation brand grows both in the U.S. and internationally, I look forward to working with my team in the pursuit of global marketing efforts that highlight the amazing creative work done by our artists every day,” said Globe, whose team has previously created a series of spots that aired during the Winter Olympics, in Vancouver, to promote “How to Train Your Dragon.” Walmart also built a store-within-its-stores, complete with a Viking ship filled with merchandise, for the dragon tale. “It is an incredibly exciting time at the company as we look around the corner at the many opportunities we have to continue to build on all that DreamWorks Animation has accomplished to date,” Globe said. Prior to joining DreamWorks Animation, Globe served as VP of promotions at MCA/Universal, and director of national promotions for Universal Pictures and Universal Studios Hollywood. She began her marketing career at Disney.
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