Warner Bros Consumer products has appointed Malcolm Swift to head its European, Middle East and African licensing operations.
Swift, who will be senior vice-president and managing director, was formerly European managing director of Diageo-owned Guinness.
Swift left Diageo last year, to become chief operating officer for an Internet start-up company. The company would not disclose its name.
In his new role, Swift will oversee the licensing of all Warner Bros brands such as Bugs Bunny, Scooby-Doo, Batman and new brand Harry Potter.
He will be responsible for brand growth by making licensing deals in various sectors including food and drink, high fashion, toys and games.
Swift says: “Warner Bros Consumer Products builds brands. My goal is to accelerate growth of these leading brands and to ensure that our brands remain attractive and relevant to consumers and licensees.”
Swift worked at Diageo from 1992 to 1999. Prior to that he held several marketing and sales positions at Mars.
Warner Bros Consumer products is a division of Warner Bros, a Time Warner Entertainment Company. It licenses the names, likenesses and logos for a variety of properties.