Old Spice Marketer Moorhead Is New Dish CMO

Led P&G brand revival

Can James Moorhead do for satellite TV what he pulled off for a grooming throwback?

Moorhead, credited with the revival of Old Spice, has been named chief marketing officer for pay-TV provider Dish Network. He succeeds Ira Bahr, who left to become CMO of Inspirato, a luxury vacation club.

It was Bahr who hired New York-based Barton F. Graf  9000 as Dish’s creative agency last July, following a review. “We don’t foresee [an agency] change at this point,” said a spokesman for the Denver-headquartered company. 

For the past 11 years Moorhead held senior marketing roles at Procter & Gamble, working with healthcare and grooming brands like Prilosec OTC, Vicks, Old Spice and Gillette. Most recently, he led the strategy and marketing for a group of Gillette products. As the brand manager for Old Spice in 2010, he more than doubled the sales of the brand, working with Wieden+Kennedy, Portland, Ore.

Moorhead will report to Dish CEO Joe Clayton, the former chairman of Sirius Satellite Radio who joined the company last June. Earlier this year, Clayton predicted 2012 will be Dish’s turnaround year after the company unveiled a new fast Internet service and more powerful DVR system. Dish has also been trying to attract subscribers by bundling its Blockbuster movies, acquired last year, with its satellite TV service. 


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