Dish Names P&G Vet James Moorhead CMO

Oversaw Old Spice Revival With 'Man Your Man Could Smell Like'

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James Moorhead
James Moorhead

Dish Network has hired James G. Moorhead, the Procter & Gamble veteran who oversaw Old Spice during its "Man You Man Could Smell Like" brand revival, as chief marketing officer.

Mr. Moorhead has held senior marketing roles at Procter & Gamble for the past 11 years, most recently leading the strategy and marketing for Gillette products. In addition to Old Spice, he has worked on the Vicks, Zest, Prilosec and OTC brands.

His team's TV commercials have won Mr. Moorhead several awards, including two Cannes Grand Prix, the Grand Effie and the Emmy for Best Commercial. Ad Age named him to its Creativity 50 in 2011.

At Dish (which former CMO Ira Bahr left in November to join resort club Inspirato), Mr. Moorhead will oversee marketing and and market research, advertising and public relations. It seems likely that humor and social media, which combined so effectively for Old Spice, will play a greater role in Dish marketing under Mr. Moorhead. Its competitor DirecTV has relied heavily on comic effects in its recent campaign, as in a spot starring Charlie Sheen.

Advertising Age Embedded Player
Videography: Steve Raddock
James Moorhead, brand manager, Old Spice, talks about working with Wieden & Kennedy.

Dish is working with Gerry Graf's agency, BFG 9000, which has quickly built a reputation for highly creative -- and funny -- advertising, largely because of Mr. Graf's history of clever use of humor in ads. Assuming that Dish keeps its agency relationship, it will reunite Mr. Moorhead with Eric Kallman, a former Wieden & Kennedy creative who was one half of the creative team that led the Old Spice campaign and is now executive creative director at BFG 9000.

After posting losses for most quarters in the past two years, Dish Network added 22 ,000 satellite subscribers in its most recent quarter. The company acquired Blockbuster out of bankruptcy last year and introduced a Blockbuster-branded video-streaming service.

Chairman Charlie Ergen has been committed to moving Dish beyond a basic TV product into a wireless company. Dish is seeking regulatory approval to build a cellular network using wireless airwaves that it bought for $3 billion.

"I want to be a part of shaping the future of how American households will receive their video, broadband data and voice service," Mr. Moorhead said in a statement.

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