Bongiovi's Monarch Makes Brands King

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John Hegeman has been tapped as president of marketing at Lions Gate Entertainment. He reports to CEO John Feltheimer and Lions Gate Films Releasing president Tom Ortenberg. Hegeman joins from Revolution Studios to oversee all of Lions Gate's theatrical marketing and corporate marketing initiatives.

Adam Stewart has been promoted to senior-VP, national sales manager, ad sales for Discovery Networks, U.S. Stewart will report to Joe Abruzzese, president, ad sales for Discovery Networks, U.S. Stewart was previously VP-national sales manager for the Discovery Channel and the Travel Channel.

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Name: Joseph Bongiovi

Age: 42

Who he is: Founder and president of Monarch Entertainment Group.

Where he's from: Prior to launching Monarch in 2002, Bongiovi was VP of tour alliance at Clear Channel Entertainment, where he led efforts in executing corporate tie-ins with brands like Verizon, Burger King and Polaroid. He also built a music licensing and marketing division at Sony Signatures for such artists as Britney Spears and Ozzy Osbourne.

What he's done: Chicks With Attitude was a music tour, headlined by Liz Phair, created for Maybelline's rebranding to Maybelline New York. A fully-activated integrated marketing program was executed that included radio and print ads as well as a sweepstakes and retail presence.

What's next: He's developing several branded TV projects in conjunction with Wilshire tenpercentery Endeavor. Bongiovi also plans to remount and expand Chicks With Attitude next year with Maybelline New York. Expect a possible reality TV extension from this property. He's also working with General Motors Corp. on developing a slew of TV and music initiatives.

Stock-in-trade: Bongiovi's mission is to create organic entertainment solutions for brand marketers and avoid retrofitting existing entertainment programming ideas to corporate marketing initiatives.

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