• by David Goetzl  @dgoetzl, April 17, 2008

A former MTV Networks executive who also has experience on the creative side at several prominent ad agencies has joined the Discovery Channel as a top marketing official, the company said.

As marketing and branding officer, James Hitchcock will report to channel head John Ford. His wide-ranging duties call for heading all aspects of the marketing and advertising outreach operations for the network.

"Discovery Channel has always charted a bold course in programming and brand identity," Ford said. "James continues that tradition by bringing a fresh, invigorating approach to his craft and by pushing beyond the boundaries of traditional marketing."

Hitchcock was senior vice president of marketing and creative at CMT. Before that, he served as a vice president-creative director at Kirshenbaum Bond + Partners and in similar areas at leading agencies TBWAChiatDay and Fallon McElligott Berlin, working with clients such as Target and Coke.