Christine
Birch, a native of Jamaica, West Indies and a graduate
of Dartmouth College, has 20 year of experience
in motion picture marketing. Her career has spanned
the areas of Marketing Strategy, Creative advertising
and Marketing Research.
Birch
has spent the last 12 years at Sony Pictures Entertainment
in the Columbia TriStar Motion Picture Group. Her
Tenure included stints as Senior Vice President
of Market Research, Senior Vice President of Marketing,
and most recently, Executive Vice president of
Creative Advertising. Her marketing strategy and
advertising campaigns for films such as THE GRUDGE
and SOMETHING’S GOTTA GIVE have won industry
recognition. She is a Hollywood Reporter Key Award
winner for the ad campaigns on IDENTITY and HITCH. |
|
Birch
began her career in Marketing Research at TriStar
Pictures. In 1990, she joined
MGM/ UA, Where
she played a critical role in the resurrection of
the James Bond franchise. Birch’s innate understanding
of the importance of strategic positioning in film
marketing led to her return to Sony in 1995 as Senior
Vice President of Market Research.
Birch’s success in Market Research resulted
in her appointment as the Project Leader for Sony
Pictures Worldwide Re-Engineering Project, which
resulted in Sony’s Restructuring of its worldwide
marketing operation to address the growing challenges
of today’s global marketplace.
In
2000, Birch segued into the position of Senior
Vice President of Marketing, with an
expanded management
role across all functional areas: Creative Advertising,
Media, Publicity, Promotions, Research and the internet.
Birch designed and managed the implementation of
worldwide marketing operation to address the growing
challenges of today’s global marketplace.
Most
recently, Birch transitioned into the areas of
Creative Advertising. Believing
she could successfully
apply her experience in strategic planning to Advertising,
Birch has crafted disciplined and cohesive marketing
messages to the movie-going audience. She is currently
Executive Vice President of Creative Advertising,
responsible for all creative aspects on a slate of
Columbia’s theatrical releases: trailers, one-sheets,
television commercials, new media, newspaper and
radio ads. Her campaigns include CHARLIES’S
ANGELS: FULL THROTTLE, ONCE UPON A TIME IN MEXICO,
THE LEGEND OF ZORRO, TALLADEGA NIGHTS: THE BALLAD
OF RICKY BOBBY, MARIE ANTONINETTE, STRANGER THAN
FICTION and HOLIDAY.
JIS,
Washington, DC
Derrick A. Scott
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