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DreamWorks Animation’s branding chief to step down

DreamWorks Animation's first-ever chief global brand officer Michael Francis is set to leave his full-time role in December, but will continue on as an external consultant for the company and as a board member for AwesomenessTV.
August 27, 2015

DreamWorks Animation’s first-ever chief global brand officer Michael Francis is set to leave his full-time role in December, but will continue on as an external consultant for the company and as a board member for AwesomenessTV.

CEO Jeffrey Katzenberg and DWA president Ann Daly have also announced that the company’s head of global consumer products Jim Fielding will take over DreamWorks’ licensing and franchise management businesses and report directly to Daly.

Since joining DWA in 2013, Francis has overseen the Glendale-based studio’s worldwide branding initiatives for its IP including Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon and Puss in Boots, as well as brand efforts around consumer products and franchise management.

Prior to DreamWorks, Francis was CEO and founder of global brand agency Farview Associates, served as JCPenney president and spent 26 years at Target Corporation.

His exit from DWA comes following a string of under-performing films for the studio (Mr. Peabody & Sherman, How To Train Your Dragon 2), which led to write-downs, 500 job cuts, and a shake-up in January that saw veteran DWA exec Bill Damaschke step down as chief creative officer after the appointment of Bonnie Arnold and Mireille Soria as the studio’s new co-presidents of feature animation.

The company’s surprise theatrical hit Home helped boost revenue in Q2, but the effects of the ongoing restructuring effort resulted in a second quarter loss of US$38.6 million.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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