The CW has promoted Rick Haskins to the newly created position of executive VP of marketing and digital programs, CW president Mark Pedowitz announced Wednesday.
In his new, expanded capacity, Haskins will be responsible for developing and producing content for the network's digital platforms.
He will also continue to spearhead the network's marketing and digital initiatives. Haskins previously served as executive VP of marketing and brand strategy.
The move comes as a reversal for Haskins, who had planned to leave the network in August.
Haskins, who joined the CW in 2006, was responsible for the network's initial launch campaign and brand image, as well as such eye-catching (and, to some, controversial) slogans as "OMFG" for "Gossip Girl" and "Catch VD" for "The Vampire Diaries."
"I’ve had the great pleasure in helping to build The CW brand from the ground up, and now it’s time to expand our brand even further by working with the creative community to produce original content for all digital platforms,” Haskins said in the announcement.
Prior to the CW, Haskins was the executive VP/general manager for Lifetime Television. He also co-authored the 2000 book "Brand Yourself."