Cohen brings ‘Good’ rep to Fox pic marketing

Studio signs exec with a history of successful campaigns

Veteran TV marketing exec Alan Cohen, best known for ABC’s “TV Is Good” campaign, has been named president of domestic theatrical marketing for 20th Century Fox.

Fox vice chairman Robert Harper announced the appointment, which had been rumored for several days. “Alan brings to Fox marketing an impressive background encompassing a number of successful branding and marketing campaigns,” Harper said. “His strategic expertise will take full advantage of the tremendous pool of talent that we have among our marketing department heads and staff.” Cohen will be filling the post left vacant by Harper’s promotion to the vice chairman slot in November 2000. Cohen most recently was ABC Entertainment Television Group’s exec VP for marketing, advertising and promotion, where he directed the marketing and creative advertising and promotional campaigns for all individual series, original movies, specials and events. Cohen joined ABC in 1996 and implemented the “TV Is Good” campaign. In 2000, he was named an Entertainment Marketer of the Year and one of the top 100 marketing executives by Advertising Age. At the Alphabet net, he tried to create a distinctive identity for the network and focused on development of on-air “personality” for each show. Cohen had been exec VP, marketing, for NBC Television from 1994 to 1996. From 1991 through mid-1994, he was senior VP, marketing, at NBC. Fox is coming off a solid if not spectacular year with a fifth-place finish in market share and $856 million in domestic gross. Its key successes were “Planet of the Apes,” “Dr. Dolittle 2” and “Moulin Rouge.” Its summer 2002 sked looks impressive, with “Minority Report” and “Star Wars: Episode II — Attack of the Clones.” “Fox marketing fosters creativity and energy and that’s what I really enjoy,” Cohen said. “I’m looking forward to bringing my experience and skills to the Fox team and taking it to a new level.”