• Ad Age, Wednesday, February 6, 2008 11:15 AM

AT&T has hired Discovery Channel new-media chief Chris Schembri to keep tabs on the allocation of its $3.3 billion annual media budget. Schembri is known for creative, out-of-the-box marketing campaigns and will have the title of vice president-media services at the telco, directing its media planning and spending. The new position was created by Wendy Clark, AT&T's senior VP of advertising.

At the Discovery Channel, where he was senior vice president-media planning and partnership, Schembri ran innovative marketing pushes, including one with Verizon Wireless to promote the show "Deadliest Catch" by giving away free wallpapers, ringtones, bios of the risk-taking fishermen, show facts, etc.

Read the whole story at Ad Age »