Jimmy Holleran, a longtime entertainment-marketing executive who has put Anheuser-Busch InBev beverages in projects ranging from Netflix’ “House of Cards” to the movie “La La Land” has taken up a new position that will have him working with the brewer from a new perch.

Holleran has joined Reach Entertainment, which has for years worked with Anheuser-Busch InBev. As part of the switch, Reach will now become A-B’s agency of record for entertainment marketing, or aligning the company with various movies, TV and streaming programs and celebrities.He joins as executive vice president and will work with founders Frank Catapano and Gabe Gordon.

“At Anheuser-Busch, we’ve seen the benefits of Jimmy’s long-standing industry relationships, and he’s always delivered such great results,” said Shana Barry, senior experiential manager at Anheuser Busch, in a prepared statement. “We look forward to partnering with Reach Entertainment and Jimmy, continuing to break new ground in this evolving new world of entertainment marketing.”

Reach has already aligned Anheuser with “A Star Is Born” a new remake of the 1937 film that is being directed by Bradley Cooper and stars Cooper and Lady Gaga.

Catapano and Gordon were working in entertainment marketing at WME prior to starting their own shop, and worked with Holleran while he was at Anheuser. Now, the executives said, they want to help take the brewer’s products into new venues, like streaming-video outlets, while developing pacts for other clients as well.

“We have adjusted the playing field based on consumer preferences,” said Holleran, noting a growing interest by advertisers in aligning themselves with programs distributed by Netflix, Amazon and Hulu.