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Fox Networks Group Launches Branding Joint Venture With Tony Sella

Fox Networks Group will launch a joint venture with former 20th Century Fox Film Chief Creative Officer Tony Sella to develop original content, promotions and product integrations across its television networks.

The new company, dubbed AKS Content, will cook up products for the likes of FX, Fox and National Geographic. Sella will have an equity stake in the new venture and will serve as its chief creative officer.

Sella was widely respected across the film industry for his campaigns for such blockbusters as “Planet of the Apes,” “X-Men,” and “Mr. and Mrs. Smith,” winning Clios and Key Art awards in the process. But he left the studio in 2013 amidst a restructuring that saw its international marketing and distribution arms merged with its domestic ones. In the shake-up, Sella and his cohort Oren Aviv were replaced by Paul Hanneman and Tomas Jegeus.

Sella was at Fox for two decades. Prior to joining Fox, he was an advertising executive at the Walt Disney Company and started his career at DHB in New York.

“Tony is one of the world’s finest creative executives with a storied and award winning career marketing the highest grossing movies in history,” said Peter Rice, chairman and CEO of Fox Networks Group.

Rice said that Sella has already pitched in, helping the network design a product integration for Pepsi tied to “Empire,” and saying that his hire underscores “our commitment to innovate and engage, rather than disrupt, today’s highly sophisticated consumer.”

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