Columbia Pictures boosted creative maven Marc Shmuger to the post of executive veepee of marketing and creative director on Wednesday, following a two-year stint as senior veepee of creative advertising for the studio.

Shmuger will continue to be responsible for all of the studio’s creative advertising materials.

Announcement of Shmuger’s appointment was made by Colpix president of marketing and distribution Sid Ganis, who simply called Shmuger “the best.”

Shmuger was rewarded for performance, including an effort to bring down by as much as 50% the estimated $ 2 million to $ 5 million it costs to create, produce and distribute basic advertising and publicity materials for a major studio release. Studio senior veepee of publicity Mark Gill was also central in the cost-cutting bid.

Shmuger, who wrote and produced the 1987 MGM release “Dead of Winter,” has emerged as one of the industry’s most hands-on and control-oriented marketing executives. He employed such vanguards as multiple picture deals with print vendors and a close relationship with audio/visual vendor J&G Prods. to ratchet down on costs.

On the film side, Shmuger has been responsible for the creative advertising materials behind such successful Columbia openings as “A League of Their Own, “”Mo’ Money,””Single White Female,””Bram Stoker’s Dracula,””A River Runs Through It” and “Groundhog Day.”

A more modest performance was wrought from the campaign for “Hero,” but the string of splashy openings has helped establish Colpix as one of the best marketing outlets in the biz.

Currently, Shmuger is overseeing campaigns for such pictures as “Last Action Hero,””In the Line of Fire” and “Poetic Justice.” From 1980-88, Shmuger was based in New York.