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WB names Sollitto to lead dual portals

Two brands, two sites, no merging, exec sez

Although Warner Bros. has been careful to keep the branding and identities of its two Web sites separate, the company has tapped Jordan Sollitto as chief marketing officer for both Warner Bros. Online and Entertaindom. The hire provides yet another possible sign of an upcoming marriage between the two sites, although Sollitto denies any such merger.

“We have two teams working really closely together under the same roof to push two different sites,” Sollitto said. “And in some instances, you have a person leading both teams. The two sites have similar goals but different audiences.”

Sollitto is the third Warner Bros. exec hired this summer to oversee a single division for both sites. Sean Burton was upped to veep of business development in June; Gwen Whitson was tapped senior veep of business and legal affairs in late May.

The sites currently operate as two brands but use the same management and advertising teams.

Warner Bros. Online focuses on the studio’s branded properties, such as Looney Tunes, TV shows and films, while Entertaindom features more edgy content from outside creators.

The sites do share content, including the recently announced animated program “Timber Wolf” from Warner Bros. vet cartoonist Chuck Jones.

Directing traffic to one site, let alone two, is often a Herculean task, making a merger between the two sites an attractive option.

Sollitto will be responsible for Warner Bros. Online and Entertaindom’s overall branding, advertising, strategic partnering and creative execution of the site campaigns.

Sollitto has been a marketing exec at WB since 1993, most recently as senior veep of promotions and studio store marketing. He was also a key player in promotional tie-ins for film, TV and animation properties.

Sollitto initiated Warner Bros.’ pact with General Motors that launched the co-branded Chevy Venture Warner Bros. Edition. Sollitto was also involved with Warner Bros.’ pact with MCI that paired Michael Jordan with the Looney Tunes characters.

Sollitto’s recent projects for Entertaindom include “Garry Trudeau’s Duke2000” campaign and “Mission Imp,” the “M:I 2” parody that wasused an offline ad campaign for Winchell’s donuts.

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