You will be redirected back to your article in seconds

Craig Greiwe Named Chief Strategy, Transformation Officer at Rogers & Cowan/PMK

Craig Greiwe will take on the role of chief strategy and transformation officer at Rogers & Cowan/PMK, one of the first big steps at the starry public-relations and marketing firm since parent company Interpublic Group of Cos. formed it in July by combining PMK-BNC and Rogers & Cowan.

Greiwe is charged with overseeing the agency’s research and insights practice; its strategic advisory unit; and its “Greenhouse” operations, which seek to help clients use digital and social media as well as content marketing.

“We want to help clients rethink their business and rethink their industry,” said Greiwe in an interview. “We don’t want to be planning just the next 30 or 60 days. We want to help them find the future of their industry over five years.”

In Hollywood, PMK-BNC and Rogers & Cowan were known primarily for the legions of actors and celebrities their publicists represented. But the agencies have also worked on behalf of big marketers. The companies – each formerly separate units of Interpublic – were merged in an effort to make a bigger pitch for longer-lasting strategic alliances with both types of clients. Mark Owens, formerly the CEO of Rogers & Cowan, leads the new entity, alongside chairman Cindi Berger, the former head of PMK-BNC.

“We are still in the formative stages of restructuring the company,” said Alan Nierob, the former Rogers & Cowan co-president who is now chairman of the new agency’s entertainment division.

Greiwe pointed to two recent examples of the types of work for which executives would like the agency to be known. Greiwe and his team have helped star athlete Kobe Bryant publicize some of his recent content projects and aided Verizon Media in describing its efforts with documentaries such as “Earth” and “5B.” The executive suggested the company was involved with two other projects that will be revealed over the next few weeks.

The emphasis of the company, Greiwe said, “is about clients. They really need someone who operates not as a third-party vendor but as a fully integrated partner.”

Greiwe’s senior staff will include Michael Fein, senior vice president of strategic insights and analytics; Courtney Allen, vice president of strategy and transformation; and Tara Schroetter, senior director of Greenhouse.

“In his three years at Rogers & Cowan, Craig has developed comprehensive and award-winning solutions in digital, content, creative and consumer product, and service marketing,” said Owens,, in a statement. “He has done so with innovative strategies that help our clients to transform their business. As CSTO, Craig will lead our efforts not just to help our clients make the most of their campaigns, but to define the next generation of their businesses.”



More TV

  • Weeknd

    Watch The Weeknd Perform 'Heartless' on 'The Late Show with Stephen Colbert'

    The Weeknd channeled major Michael Jackson and Prince vibes for his first ever performance of recent single “Heartless” on “The Late Show with Stephen Colbert.” Dressed in a red retro suit and dancing in the backstage hallways of the Ed Sullivan Theater, the three-time Grammy-Award winner had some fun with the impromptu music video, his [...]

  • Abby McEnany as Abby in WORK

    TV Review: Showtime's 'Work in Progress'

    There’s never a second that Abby (co-creator Abby McEnany) is unaware of all the things that make her different from the characters we’re used to seeing on TV, let alone those that typically get to anchor their own shows. She’s a butch “queer fat dyke” (her words) with OCD whose deep insecurity about all the [...]

  • Snooki Jersey Shore

    Nicole 'Snooki' Polizzi Says She's 'Retiring' From 'Jersey Shore'

    The fist-pumping and GTL days are over. Nicole Polizzi — aka Snooki — says she’s retiring from “Jersey Shore.” “I am retiring from ‘Jersey Shore,'” Snooki said on Friday’s episode of her iHeartRadio podcast, “It’s Happening With Snooki & Joey.” “I am not coming back for ‘Jersey Shore’ Season 4, if there is one. The [...]

  • Showtime Lakers book cover

    1980s Los Angeles Lakers Drama Scores Series Order at HBO

    HBO has given out a series order to the untitled one-hour drama about the Los Angeles Lakers in the 1980s. The project had originally been ordered to pilot at the premium cabler back in April. The show is described as chronicling the professional and personal lives of the 1980s Los Angeles Lakers, one of sports’ [...]

  • Comedy Central Refinery29

    Comedy Central and Refinery29 Team for Two All-Female Digital Series (EXCLUSIVE)

    Comedy Central and Refinery29 have signed a digital content partnership to produce two comedy series featuring an all-female lineup of comedians, Variety has learned exclusively. Slated to premiere spring 2020, the series will be co-branded and distributed on both Comedy Central and Refinery29’s digital platforms. While neither series is being eyed for a linear run at present, [...]

  • Keli LeeStep Up Women Network 9th

    Keli Lee Exits ABC Studios International as Disney Considers Division's Fate (EXCLUSIVE)

    ABC veteran Keli Lee has left the international arm of ABC Studios as Disney considers the future of the London-based content unit, Variety has learned. Sources said Disney has told the creative community that there “has been a re-evaluation of ABC Studios International” and that it is re-assessing “the creative direction” of the business. There [...]

  • Biggest Scandals Feuds and Apologies of

    Biggest Scandals, Feuds and Apologies of 2019

    Variety looks back on some of the biggest scandals, feuds and apologies of 2019: College Admissions Scandal Wealthy parents including Felicity Huffman and Lori Loughlin were charged with bribing school officials to get their unqualified kids into prestigious universities. Shane Gillis Executives at “SNL” hired, then fired, Gillis in September, before the new season started, [...]

More From Our Brands

Access exclusive content