Fountain Of Youth: Lifetime Hires Marketing Gurus

Cable network Lifetime has tapped a long-time duo of industry marketing gurus as co-CMOs. Former Fox and WB executives Bob Bibb and Lew Goldstein, who have been consulting with the female-targeted network since the spring, are now on board full-time.

The pair have worked in tandem to help launch the Fox network and had a long run at the WB, starting at its 1995 inception, when they worked with current Lifetime programming head Susanne Daniels. They worked under Jamie Kellner in launching Fox, then joined him in launching WB. The two also had a one-year stint together at NBC in the mid-1980s.

Lifetime said the pair had a role in launching summer success "Army Wives" in their consultants' position.

It's clear that Lifetime--which drew an older median age last season--is looking to lower it in order to make the network more attractive to advertisers, and is counting on the pair to replicate past successes. They reached younger adults at Fox and young women at the WB, where they helped spin "Felicity" and "Gilmore Girls" into hits.

In an ironic move, the former WB marketing chiefs come to Lifetime a year after former Lifetime marketing head Rick Haskins took over at WB successor, the CW. Lifetime CEO Andrea Wong said: "Bob and Lew have become synonymous with innovative marketing techniques." The pair will be based in L.A.



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