Fox Networks Group has formed a partnership with former 20th Century Fox chief creative officer Tony Sella to focus on branded content.
Called AKS Content, the joint venture will develop original content, integrations and promotions, to help brands reach viewers. The JV will work across Fox Networks’ television portfolio, including Fox, FX, Fox Sports and National Geographic.
“Tony is one of the worlds finest creative executives with a storied and award winning career marketing the highest grossing movies in history,” Fox Networks chairman and CEO Peter Ricein a statement. “Our new creative partnership with AKS Content, along with Fox Advanced Ad Products and brand integrations like the current Pepsi campaign for Empire, which Tony helped develop, underscore our commitment to innovate and engage, rather than disrupt, today’s highly sophisticated consumer.”
Sella will have an equity stake in AKS Content and serve as its chief creative officer. HE will work with Rice and FNG president and chief operating officer Randy Freer to oversee the JV.
“Fox is an ideal partner for this new journey, Sella said in a statement. “This is a company that’s made a real and proven pledge to invest in its channel brands. They’re equally dedicated to being a place where creative talent can do the best work of their lives. This combined mission, backed by the leadership of Gary Newman, Dana Walden, John Landgraf and Courteney Monroe, and their amazing teams, creates a real runway for this AKS Content to do something new and different in the world of brand integrations.”
