• by Wayne Friedman , January 22, 2010

Growing media consultancy MediaLink has hired Sandy Grushow, former chairman of Fox Television Entertainment Group, as the firm's first chief creative officer.

Grushow will head up development of branded entertainment for MediaLink's clients and their agencies. He will report to Michael Kassan, chief executive officer of MediaLink.

MediaLink's roster includes Microsoft, AT&T, Unilever, General Electric, MySpace and GlaxoSmithKline. Medialink also works with agencies, including GroupM Entertainment, MediaVest's connectivetissue, Mediabrands' Ensemble and Digitas' The Third Act.

"Content is inseparable from strategy in the communications ecosystem of today. Content creators like Sandy, who understand the dynamics of marketing, are indispensable to success," stated Kassan.

Most recently, Grushow has headed up branded entertainment firm Filmaka, creating branded entertainment for Ford, Lincoln Mercury and Cisco. In 2008, for example, 60-second brand entertainment spots for Ford's Mustang ran in NBC's "Knight Rider."

Grushow was a 16-year veteran of Fox, leaving in 2007. He helped develop and market "The Simpsons," "In Living Color" and "Beverly Hills, 90210."

"With the changes that continue to take place in all aspects of media, it's the perfect time for me to take the skills that I applied in the entertainment arena into the consumer product realm," said Grushow. Michael Kassan founded MediaLink in 2004. He previously was president-chief operating officer and vice chairman of Initiative Media Worldwide.