Fox Jumps Into Branded Content With Sella
Fox Networks Group said it was forming branded content company AKS Content in partnership with former 20th Century Fox Film chief creative officer Tony Sella.
The new venture will develop original content, integrations and promotions that will reach viewers for brands across Fox, FX, Fox Sports and National Geographic.
Sella was involved in putting together Pepsi’s integration into Empire, which includes a story line about creating a commercial that appears during the show.
“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,” said Peter Rice, chairman and CEO of Fox Networks Group.
Sella will have an equity stake in AKS Content and will serve as the company’s chief creative officer. He will work in partnership with Rice and Fox Networks Group COO Randy Freer to oversee the joint venture.
“Fox is an ideal partner for this new journey. This is a company that’s made a real and proven pledge to invest in its channel brands,” Sella said.
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.