Gruberg joins Lion's den
Exec to oversee media strategy
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Based at the studio's HQ in Los Angeles, she will oversee the media strategy for each of its films, including MGM homevid releases, and build brand extensions for the Lion's TV partners as pics enter their network and cable windows. Gruberg will also manage the company's roster of national and regional advertising agencies.
Gruberg comes to MGM following a 10-year stint at DreamWorks, where she guided the development of its media operations.
Being at MGM is "very reminiscent for me of what I did at DreamWorks 11 years ago," Gruberg told Daily Variety. "We were building a brand, and here we're re-establishing a brand. It's a great opportunity to try to reinvent the marketing mix in a much more competitive environment than it was 11 years ago."
At DreamWorks, Gruberg formed relationships with the advertising sales industry, placing an emphasis on creating media plans built as much on added-value marketing programs as on media schedules. She also devised the media plans for films including "Shrek," "Gladiator," "American Beauty," "Collateral" and "Old School."
Before joining DreamWorks, Gruberg held senior media positions at the Walt Disney Co. and 20th Century Fox.
