ITV Studios America – the U.S. production arm of the UK-based ITV Studios – has named former FishBowl Worldwide Media president and CEO Bruce Gersh (pictured) as its executive VP and head of digital, strategy and branded entertainment.
In the newly created role, Gersh – who will be based in the company’s LA headquarters, reporting to Orly Adelson, president of ITV Studios America – will focus on maximizing opportunities for brand expansions and revenue streams across the company’s roster of programming.
According to a release, the exec will “build on the company’s portfolio of digital, integration, sponsorship, merchandising and licensing activity” as well as assist Adelson in driving strategy forward.
Prior to joining ITV Studios America, Gersh worked on various campaigns for agencies, networks and studios, and previously served as MD and global head of media and entertainment at Allison+Partners; co-founder and president of FishBowl Worldwide Media; and senior VP of strategy and operations for intellectual property at the William Morris Agency (WMA).
Before his time at WMA, Gersh spent eight years at Disney-ABC, last serving as senior VP of business development at Disney-ABC Television Group.
“With the addition of Bruce, we are primed to take advantage of one of the most transformative periods in the television business, with limitless opportunities for brand growth across all platforms,” said Adelson in a statement. “Bruce is a proven innovator with a pulse on emerging trends.”