Warner Bros. Creates Global Brands and Experiences Division, Will Encompass DC

Pam Lifford, who ran the consumer products arm, has been named president of the new unit.
Courtesy of Warner Bros.
Pam Lifford

Warner Bros. has created Warner Bros Global Brands and Experiences, an umbrella division that will encompass DC, Warner Bros Consumer Products, Themed Entertainment and a new global franchise team.

Pam Lifford, who ran the consumer products arm, has been named president of the new unit, Warner Bros. announced Thursday.

According to the studio, Lifford is charged with developing “all-new fan-engagement business opportunities as well as working to align the current fan-focused activities of WBCP, Themed Entertainment and DC that lend themselves to next-level development. She will also work with all divisions of the studio to ensure that every touchpoint for cross-divisional and cross-company collaboration is maximized. Additionally, she will coordinate with WarnerMedia sister companies HBO and Turner as well as various AT&T divisions when appropriate.”

Warners says Global Brands and Experiences will operate with a “never go dark” approach, offering consumers compelling opportunities 24/7, everywhere they interact with Warner IP. 

DC’s day-to-day operations will remain relatively unchanged. DC will continue to be run by publisher and chief creative officer Jim Lee and publisher Dan DiDio, who both now will report to Lifford.

“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” Warners chairman-CEO Kevin Tsujihara said in a statement. “Pam has deep experience across consumer products and building emotional connections with fans, and in the two years she’s been at Warner Bros., has proven herself and her vision. I’m excited to have her bring that vision to this new business.”

Harry Potter will not fall under the new division. The Wizarding World franchise business will continue to be overseen separately by Harry Potter Global Franchise Development president Josh Berger, who will be reporting directly to Tsujihara.