Former Fox Television Entertainment Group chairman Sandy Grushow has joined media-advisory firm MediaLink as chief creative officer.
Grushow, the former Fox network television architect, will be spearheading the creation of branded entertainment for MediaLink clients including Microsoft, AT&T, Unilever, General Electric, MySpace and GlaxoSmithKline.
Grushow will be working for Michael Kassan, who before founding the bicoastal MediaLink in 2004 was president and vice chairman of Madison Avenue’s Initiative Media Worldwide and Western International Media.
“It’s absolutely critical right now for brands and their media agencies to find new and innovative ways to communicate with consumers,” Grushow told TheWrap. “Sometimes that will involve partnering with the Hollywood creative community, but frequently it will not."