FOX Content Labs, FOX Networks Groups’ advertising arm, has appointed Andrew Edelson as APAC head of FOX Content Labs.
Working with the FOX IP network – Fox Entertainment, Fox Sports and National Geographic, Edelson is responsible for leading the company in experimenting with new ways to tell brand stories that attract consumer engagement - leveraging FOX original production capabilities, celebrity talent assets and consumer insights to help brands deliver entertainment to their target audience.
Edelson joins FOX Content Labs with extensive experience after successfully building GroupM/MEC China’s entertainment unit. During his last 10 years in China, he has worked on feature films and TV/web shows such as Iron Man 3, Now You See Me 2, What Women Want, 72 Stories and Road to the Runway (Victoria Secret) for brands including Amazon, Baidu, Darlie, Mercedes-Benz, NBA, P&G, Pernod Ricard, Pfizer, Sands, Uber and Volkswagen.
Prior to MEC, Edelson helped develop DMG Entertainment’s branded content unit though producing original branded films and monetising US studio co-productions as they stormed the China market.
Edelson said, “It’s an honour to join such a household name in entertainment. I look forward to focusing on a few key initiatives - transforming the FOX brand into something more culturally relevant in each local market, leveraging our creative production resources to deliver bespoke branded work for all screens, and capturing data across all our channels to help clients know consumers better. If we can do all this, it won’t feel like advertising, it will feel like the new FOX.”
Mike Rich, executive vice president, sales and content partnerships, FOX Networks Group Asia said, “With Andrew’s wealth of experience and vision for Content Labs, I am confident we will reenergise advertising across the region, and further drive the digital transformation of branded entertainment. The launch of FOX Content Labs and this latest senior hire pave the way to our vision of giving brands a new and fully tailored solution to deliver content their consumers want.”