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Amazon is boosting the marketing and advertising around its original series with appointment of a former ABC marketer.
Mike Benson has joined Amazon Digital Video as the head of brand marketing and creative development. He will work out of Amazon’s Santa Monica office and report to Amazon Digital Video vice president Michael Paull.
Benson spent 12 years at at Disney ABC Television Group, where he oversaw all marketing, advertising and promotional activities for ABC Primetime, Late Night and ABC Studios as executive vp marketing. While there, he helped to launch Modern Family, Desperate Housewives, Grey’s Anatomy and Lost. He stepped down from the role in 2010. He went on to become chief creative officer at Time Warner Global Media Group and then president at marketing firm Hurryback Holdings.
The hire signals an effort by Amazon to create more visibility for its original series, including Emmy-winner Transparent, after rival Netflix set an early high bar for its savvy marketing and PR campaigns for House of Cards and Orange is the New Black.
Amazon announced earlier this month that it has picked up several new series, including dystopian drama The Man in the High Castle, Shawn Ryan‘s Mad Dogs and news magazine The New Yorker Presents. The streamer has also picked up two new kids series and renewed four others.
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