Dennis Digital, the recently formed online, mobile, and video unit of Dennis Publishing, named interactive vet Rob Wilk director of marketing. Most recently, Wilk served as director of search engine marketing at Avenue A | Razorfish Search.
Dennis Digital was formed in May to put the digital assets of “Maxim,” “Stuff,” “Blender,” and “The Week” under one roof. It reaches the 18- to 24-year-old male demographic marketers covet and find difficult to reach through TV and through other traditional channels.
Wilk will oversee the creation of sponsorship packages that combine Dennis Digital’s online, mobile, and video assets, said Todd Anderman, president of Dennis Digital. The company will create custom games, wallpaper, screensavers, and ringtones for advertisers that site visitors can download free, Anderman said as an example.
“The ringtone, for example, could be a catchy jingle or slogan. We believe this is a great opportunity for advertisers that combines online and mobile,” he said.
The company also plans to start making its video-on-demand services available to mobile users as more consumers buy devices capable of displaying the feeds. “Maxim” currently provides video-on-demand with 10- to 15-second pre-roll ads. Current advertisers include Nike and Verizon.
“To have an opportunity to expand on the success of one of the world’s leading brands for young men is the chance of a lifetime,” said Wilk in a statement. He’ll report to Anderman in his new role. Earlier, Wilk was at Yahoo’s Overture as lead sales executive for clients in the Mid-Atlantic region. He’s also held sales and marketing positions at Ziff Davis and RollingStone.com.
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