US studio Lionsgate has appointed Westbrook Media’s Brad Haugen to head its digital strategy. As executive VP, digital strategy & growth, Haugen’s expansive remit will be to develop content production and marketing on digital platforms.
Commenting on his appointment, Haugen said he is “excited to help Lionsgate grow our YouTube distribution, tell stories across all platforms, and be the best studio in Hollywood for brands and creators to collaborate with.”
Haugen’s new role will also encompass Lionsgate’s 3 Arts Entertainment. He said he is “thrilled to work with (3 Arts) to help their massive roster of A-List talent and creators across all sectors work more closely with brands and build out their businesses.”
Lionsgate’s move to appoint a digital specialist reflects a wider trend, which has seen leading studios and streamers race to establish a position in the digital-first arena. The likes of Netflix, Paramount and BBC Studios are just a few of the leading players to have ramped up originations and companion content, including video podcasts.
Aside from targeting YouTube, Haugen will also be looking for ways to leverage Lionsgate’s film and TV library across platforms like YouTube, Snap, Meta and TikTok. He is well-placed to do so, having worked on projects like iHeart Media/Meta’s Red Table Talk and Max’s Fresh Prince Reunion Special while at Westbrook. In his career to date, he has also overseen brand-funded original series including Samsung’s Exposure on Hulu and Own the 8 Count in partnership with Logitech.
“Brad’s expertise in digital media and the creator economy are a great fit for our entrepreneurial culture, and he will supercharge our efforts to bring one of the world’s most valuable portfolios of brands and franchises to top digital media platforms and a whole new generation of talent,” said Jim Packer, Lionsgate president of worldwide television distribution, and Brian Weinstein, co-CEO of 3 Arts Entertainment and senior adviser to the office of the CEO at Lionsgate, in a joint statement. “His digital media savvy, brand-building expertise and talent relationships will help drive our ability to capitalise on opportunities for growth beyond the four walls of our business.”
In his new role, Haugen’s sand pit includes mega franchises such as the Hunger Games, Twilight, Mad Men and John Wick. He said: “I’ve often made moves in my career that have twisted and turned me in unexpected ways. I try to chase new learning, discomfort, and growth. I’ve never worked at a large, publicly traded company or a big studio, and so when the opportunity presented itself, I jumped.”
