Fox Filmed Entertainment names Mincheff SVP branded entertainment digital content


MUMBAI: Roger Mincheff has been appointed to the newly-created position of senior vice president Branded Entertainment for digital content at Fox Filmed Entertainment. He willreport to Fox Filmed Entertainment (FFE) president new media and digital distribution Peter Levinsohn.

Mincheff will be responsible for monetizing all made-for-digital content for the company’s portfolio of production entities.

Levinsohn also announced the formation of Fox Digital Studios (FDS), a new group dedicated to the development, production and distribution of original and derivative programming for initial release on new and emerging media platforms. Former Fox Atomic executive David Worthen Brooks will oversee creative for the new digital studio, guiding the group’s content strategy and all creative aspects of show development and production. Mincheff will work closely with FDS to drive revenue for content developed by the new group.

"All of our production entities are exploring digital platforms as a means to tell new stories to new audiences and we’re thrilled to have someone of Roger’s caliber join the team. In addition to understanding the brand dynamic, Roger has a proven track record across content, distribution, marketing and technology," said Levinsohn. "With Fox Digital Studios, we are leveraging our storytelling and production expertise to create a centralized unit solely focused on bringing consumers unique entertainment experiences on the Web, and on mobile and gaming platforms. We’re pleased to have David on board to steer this group’s creative efforts."

"Fox has a successful history of working closely with brands to create films and television shows that resonate with consumers, while also delivering valuable marketing messages, and I’m excited to continue that tradition on the digital side," said Mincheff. "Having a Branded Entertainment group within FFE puts all of Fox’s production companies in a unique position to succeed in this space, and I can’t wait to get started."

"As consumers continue to gravitate towards digital media platforms, creative executives must continue to innovate and develop new, dynamic entertainment content built especially for these new mediums," said Worthen Brooks. "FDS presents an incredible opportunity to reach these digital consumers and I’m excited to be part of this effort."

Roger joins Fox after serving as CEO of Spacedog Media, a full-service digital marketing agency he founded in 1998. Under his guidance, Spacedog utilized new media to develop engaging brand experiences across Internet, mobile, digital signage, print and event platforms. The company developed entertainment content opportunities for major brands including Qantas Airways, Carls’ Jr., Hardees, Mazda, Harley-Davidson, Universal Music, HBO, Boost Mobile, McDonalds, and others.

Worthen Brooks was formerly executive creative director of Fox Atomic Digital where he was responsible for all digital content creation. Worthen Brooks, who has done creative work for Tony Kaye, Ridley Scott, Spike Jonze, Paul Hunter, Leslie Dektor and Baz Luhrman, among others, is a renowned creative, having been recognized and awarded by numerous U.S. and international bodies, including D&AD, Sundance Film Festival, London International Film Festival, Clermont-Ferrand Film Festival, One Show, and the Clios. The 2001 short film Member starring an as yet unknown Josh Hartnett (Pearl Harbor, Black Hawk Down, Black Dahlia) marked Worthen Brook’s directorial debut. He also has extensive experience directing music videos and commercials.