Strauss, who spent 16 years as a marketing and production exec at Sony, will assume responsibility for the film studio’s ongoing bid to make its marketing spend more cost-effective and last longer through campaigns that focus on targeted executions as well as social media and partnerships.
Key upcoming titles for Disney include Pixar’s ‘Brave’ and ‘The Avengers’, which is the company’s first release of a Marvel movie since it purchased the media business in 2009.
Prior to joining Disney Strauss was the president at Participant Media, a Hollywood production company, where he worked closely with Dreamworks Studios, which relies on Disney to distribute and market its pictures. He also ran his own film and television production company, Ricochet Entertainment.
The hire follows the resignation of the studio’s previous marketing chief MT Carney, the co-founder of media agency, Naked Communications, who joined in 2010 despite not having any film experience.
At the time, Carney was seen by Ross as a Hollywood outsider who could spearhead the film studio’s strategy to leverage its global marketing using new media.
Disney Studios chairman, Rich Ross says; “With 25 years of industry experience, he [Strauss] brings a deep understanding of all aspects of the film business as well as incredible skill in branding and cutting-edge marketing.
“He will undoubtedly raise the studios’ creative bar as we enter 2012 and look ahead at showcasing a spectacular slate of films to audiences around the world.”
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