CBS Interactive merges marketing functions across website portfolio

CBS Interactive, the online content company, is centralising marketing across its website portfolio, including music-based social network and publisher CNET.

The new unit, CBS Interactive Marketing, will be responsible for marketing across the sites and will look to cut costs and reduce duplication across the network.

The decision to form the group comes a week after CBS Interactive’s chief marketing officer Patrick Keane left the company. He will be replaced by CNET vice-president of marketing Mickey Wilson.

CBS Interactive chairman Quincy Smith says “The group brings together expertise from across the organisation so that we can capitalise on our biggest opportunities and elevate the company to be a strategic marketing partner whose products, consumer insights and ad innovations are critical to our clients’ long-term success.”

CBS acquired digital publishers CNET in May 2008 for $1.8bn (£1.2bn), and in July 2007 for $280m (£141m).

A CBS spokesman says the CBS Interactive Marketing group will be based in the US and discussions are underway with staff about how the changes will affect them.

It is unclear how marketing for UK-based websites such as and ZDNet will be affected by the changes. has said it will cut about 20 posts at its London operation.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here