CBS has named long-standing Amazon Studios marketing executive Mike Benson as its new chief marketing officer with long-term marketing chief George Schweitzer serving as chairman of CBS Marketing through the 2019-20 season.
The transition will see Benson commence his chief marketing officer duties in October with his remit then expanding to include Schweitzer’s chairman duties in the spring, whereupon Schweitzer will become a special adviser.
CBS chief creative officer David Nevins said: “George Schweitzer is a marketing legend whose leadership and showmanship has defined both excellence and innovation.
“From Super Bowls and 60 Minutes to long-running primetime hits and late-night franchises, he and his team have played a huge role in making CBS one of America's leading brands.”
Praising Schweitzer’s heir apparent Nevin added: “At every turn, Mike’s work has been recognized for creativity and an entrepreneurial spirit that makes shows and brands stand above the crowd. Mike’s appointment is also an exciting homecoming as he started his career at CBS stations WCCO and KCBS and later worked at Viacom’s MTV Networks at VH1.”
Schweitzer has helmed CBS Marketing since 1994, a period which has seen a multitude of innovations including video-in-print advertising and the development of CBS Outernet to bring content to high-traffic environments.
CBS is currently in the throes of change having merged with Viacom to create a $28bn media giant.