USA Network has created a public affairs division and tapped senior VP Toby Graff as its topper.
The department will focus on developing pro-social initiatives and create marketing promotions tied to original programming. Graff, who will be based in Gotham, will report to USA Network co-president Chris McCumber.
Graff most recently worked as a senior advisor on the cabler’s successful “Characters Unite” campaign. She’ll now oversee all of the on-air, digital, community, employee, press and sponsorship elements of the signature public service initiative.
“The success of ‘Characters Unite,’ led by Toby, sheds light on the power of storytelling and an open forum as a means to foster tolerance and respect,” said McCumber and co-president Jeff Wachtel. “We saw firsthand the positive effects this program had across the country and will continue to build on its success through this new division.”
Previously, Graff served as senior VP of public affairs and corporate communications for Lifetime Networks.