• by Wayne Friedman , May 14, 2007

Fox looks to have taken a page from the NBC marketing notebook: It's setting up an internal marketing group to take care of all its parent company's marketing needs.

Fox will revamp its marketing group with the brand name Fox Infinity, as a full-service in-house ad agency to serve all of News Corp.'s marketing needs, including its cable channels and new digital businesses. It will be headed up by current Executive Vice President of marketing, Chris Carlisle.

Carlisle has said that over the last several years, Fox has increasingly done work for all News Corp.--home entertainment, mobile, digital, the movie studio, international and the licensing and marketing groups. Thus, he says, the need to brand his group. The need is also pushed as more marketing efforts become integrated campaigns that involve new digital platforms.

Right now, 65% of Fox Infinity's work will continue to be focused on Fox network efforts, with the remainder working on News Corp. marketing activities.

In light of this, Fox Infinity has made two key hires. Yahoo executive Bill Bradford has joined as senior vice president of content strategy. Bradford will be charged with increasing traffic to the network's Web site, Fox.com, and will work to develop original promotional content.

FX marketing executive Michael Vamosy comes to new marketing group as senior vice president of design. He will assume design responsibilities for the network, including print, interactive and on-air.

In 1999, NBC set up The NBC Agency to take care of many NBC media platforms' entertainment marketing chores.