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People in new jobs: Ken Markman, Sr. VP Consumer Products Division, MTM Entertainment

Career at a glance:
In 1977, joined Dino De Laurentiis Corp. as director of advertising and publicity worldwide and was responsible for marketing such films as Serpico and Three Days of the Condor.
- Vice president of Wells, Rich, Greene from...
March 1, 1996

Career at a glance:

In 1977, joined Dino De Laurentiis Corp. as director of advertising and publicity worldwide and was responsible for marketing such films as Serpico and Three Days of the Condor.

- Vice president of Wells, Rich, Greene from 1977 to 1980. Responsible for such retail-driven accounts as Columbia Pictures, Max Factor, Britannia Sportswear and Ralston Purina.

- In 1980, joined 20th Century-Fox as vice president of advertising and in 1982, joined MCA-Universal in the same capacity. Created advertising campaigns for The Empire Strikes Back, E.T. and Sophie’s Choice.

- Senior vice president and group account director for J. Walter Thompson’s entertainment group from 1984 to 1986.

- President of Intercom Group Inc., a brand consumer products development agency, from 1986 to 1991.

- Joined Mattel in 1991 as senior director. Responsible for worldwide entertainment acquisitions and consumer product licensing.

The new job:

- Appointed senior vice president of the newly created consumer products division of MTM Entertainment. The new division’s objective is to create, develop and manage the brand equity of the company’s entertainment franchise properties and trademarks as corporate assets.

The challenge:

- ‘Today, licensing and merchandising have become integral marketing components and major revenue generators for entertainment properties, and we intend to capitalize on this and build major brands. Part of the strategy we will employ is to create brands that become long-term franchises that are part of the lifestyle of our viewers. We will go beyond conventional merchandising in that we will become part of the creative process, because as a marketing tool, launching products in concert with entertainment makes it a more pervasive brand. It has become important to weave the tenets of great licensing and merchandising into the creative process early on.’

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