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Cable Technology Feature Article

March 06, 2014

Comings & Goings: Dreamworks Animation Hires Rival Disney's Executive T.J. Marchetti as CMO for AwesomenessTV

By David Gutbezahl, TMCnet Contributing Writer

The rivalry between film giants Disney (News - Alert) and Dreamworks Animation doesn’t seem to extend to the employees of the companies. Disney’s marketing professional T.J. Marchetti has switched sides with his recent hire by Dreamworks’ AwesomenessTV to serve as their new Chief Marketing Officer. AwesomenessTV is a YouTube (News - Alert) based company that has its own television show on Nickelodeon, and is involved with a wide range of teen directed media.

Dreamworks Studios acquired AwesomenessTV in May 2013 for over $33 million, and has taken a dominant role as one of the most popular channels for teens to visit. For the past two years marketing of AwesomenessTV has been handled by Margaret Laney. Laney has announced that she will be resigning from her position at AwesomenessTV in order to begin work on a mobile startup. As of now, the mobile startup has not been named. T.J. Marchetti will be moving in to replace her as the head of all of AwesomenessTV’s marketing endeavours.

During his time at Disney Digital, Marchetti served as senior VP of digital marketing. Marchetti worked on projects marketing Disney movies through different media. Large franchises that Marchetti was involved with include Pixar, Marvel, and Lucasfilms. He also played a marketing role in the Disney blockbuster success “Frozen,” and was part of the team that released the cloud-based Apple (News - Alert) iTunes app Disney Movies Anywhere.

Marchetti’s experience with marketing goes further than his time with Disney. Marchetti has worked with such companies as Viacom’s MTV Networks (News - Alert), AOL, and Yahoo. He is also on the board for the mobile app Banjo, an app that provides users with up to date information about events and entertainment news.

Under the marketing expertise of Laney, AwesomenessTV has become the epitome of successful internet media startups. With T.J. Marchetti now heading the entire marketing program of AwesomenessTV, Dreamworks Animation can expect to see some major turnover with new creative marketing campaigns.  

Edited by Cassandra Tucker

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