|MGE's Cathy Tankosic says the biggest challenge will be to 'create compelling and dynamic content that meets the needs of the networks, the digital outlets and the clients in a deal that makes sense for everyone.'
Ms. Tankosic will report to MGE's president, Bill Hilary, at the agency's New York headquarters.
"What we are doing is bringing in top talent to build our business strategy and beef up the team so that we can become a major player," Mr. Hilary said. Ms. Tankosic is Mr. Hilary's first hire in this initiative since he joined MGE in August.
Ms. Tankosic joined Magna global's branded-content division, a unit of Interpublic Group of Cos., from consultant work at CBS, although she has extensive experience with broadcast, cable, broadband and wireless content creation for companies including MTV Networks and USA Network.
"It's a really interesting time in the media business right now," she said. "Everyone is trying to figure out the new world order of how content and commerce come together in new and innovative ways. Having been on the network side, I'm excited to approach that question from a different perspective."
Her longest tenure was with Comedy Central, where for 13 years she served as VP-marketing, director-sales and market development and, eventually, senior VP-marketing and creative. Ms. Tankosic helped re-band the channel and launched and supported series such as "The Daily Show With Jon Stewart," "South Park," "Crank Yankers" and "Reno 911."
She likes the prospect of combining her business sense with creativity to attract audiences and deliver sales. The job, she said, is a culmination of all her marketing and network experiences.
After only a few days in the position, Ms. Tankosic can already say her greatest challenge will be answering to several masters.
"How do I create compelling and dynamic content that meets the needs of the networks, the digital outlets and the clients in a deal that makes sense for everyone?" she said. "Balancing those multiple agendas and doing really great work in the process will be a challenge, but is also exciting to work with a broad array of networks and clients across multiple genres and audiences to create new ways for content and commerce to merge."
She joins a company famous for its work with the reality show "The Restaurant," which starred chef Rocco DiSpirito and brands Mitsubishi and American Express.