CBS has hired Mike Benson as president and chief marketing officer, moving longtime marketing head George Schweitzer to a chairman role for the 2019-2020 TV season.
After that, Schweitzer will transition to a special adviser role, with Benson becoming the top marketing executive at the company. Benson, who has served as head of marketing for Amazon Studios since 2015, will start at CBS in October.
“George Schweitzer is a marketing legend whose leadership and showmanship has defined both excellence and innovation,” Nevins said. “His resume of accomplishment spans every division and daypart of CBS, with boundless admiration and respect for his work coming from every corner of the company. From Super Bowls and ’60 Minutes,’ to long-running primetime hits and late night franchises, he and his team have played a huge role in making CBS one of America’s leading brands. We’re incredibly proud to appoint him to this new position and thrilled to draw upon his considerable expertise into the future.”
Benson will be responsible for all brand marketing activities including advertising, promotion, creative, experiential marketing and events across CBS Entertainment, CBS News and CBS Sports.
Benson spearheaded the marketing for Amazon’s original series like “Man in the High Castle,” “The Marvelous Mrs. Maisel,” “Jack Ryan,” as well as its simulcast of “Thursday Night Football” games. His work at Amazon has been recognized with Adweek’s Brand Genius award, 17 Clio awards, including one Grand Clio, five Cannes Lion awards and an Emmy nomination.
It’s also a homecoming of sorts for Benson, who started his career at Benson started his career at CBS affiliates in Minneapolis (WCCO) and Los Angeles (KCBS).
Schweitzer has been with CBS since 1972 — with a year-long sabbatical at Young & Rubicam from 1987-1988 — and has been CBS’ marketing leader since 1994.