Ketchum Promotes Entertainment Marketer

BOSTON Mark Malinowski will help tie in entertainment marketing with other Ketchum Public Relations’ activities in his new role as director of entertainment marketing at the Omnicom shop.

For the past three years, Malinowski has built Ketchum Entertainment Marketing from the ground up, overseeing product placement, entertainment public relations, promotional tie-ins and celebrity endorsements deals for various clients. Malinowksi began the division in 2000 with vice president Tom Freydl, who will take over his duties as senior vice president, director of Ketchum Entertainment Marketing.

“That was a first step, and entertainment marketing is now a bigger part of what we do here,” Malinowski said. For example, Ketchum recently forged a relationship between the WB television network and Gillette that tied in the latter’s women’s cancer philanthropy with a Dawson’s Creek episode in which a main character’s grandmother is stricken with breast cancer. Elements of the campaign included a public service announcement and print ads featuring two of the shows actors, as well as a banner ad on WB.com with a link to the Gillette Women’s Cancer Connection site.

Malinowski reports to Ketchum CEO Raymond Kotcher.

Before founding Ketchum Entertainment Marketing, Malinowski was director of sponsorships at Levi Strauss & Co., a position he held for about three years. Before Levi Strauss, Malinowski was vice president, creative strategist at Ketchum’s Brand Marketing Practice, working with clients such as Hallmark, Staples and Unilever.