FOX Content Labs Installs APAC Head

Andrew Edelson has been named APAC head of FOX Content Labs, FOX Networks Group’s branded entertainment division for advertising solutions.

In his new role, Edelson will help brands “inspire and delight” the market. He will work with the FOX IP network—Fox Entertainment, Fox Sports and National Geographic—finding new ways to tell brand stories that attract consumer engagement while leveraging FOX original production capabilities, celebrity talent assets and consumer insights to help brands deliver “pure entertainment” to their target audience.

Edelson previously helped build GroupM/MEC China’s entertainment unit. During the past decade in China, he worked on a number of movies and series for such brands as Amazon, Baidu, Darlie, Mercedes-Benz, NBA, P&G, Pernod Ricard, Pfizer, Sands, Uber and Volkswagen.

Edelson commented: “It’s an honor 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, the executive VP of sales and content partnerships at FOX Networks Group Asia, added: “With Andrew’s wealth of experience and vision for Content Labs, I am confident we will reenergize 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.”