Polo Shines on Entertainment Big Screen

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While her focus is crystal clear, Marian Schwindeman represents to many the blurring of lines between the entertainment and fashion industries.

Ms. Schwindeman, 46, left her job as VP-marketing and business development at Entertainment Weekly last March to accept a position as senior VP-global marketing at Polo Ralph Lauren.

"There's a very natural symbiotic relationship between entertainment and fashion," says Mike Klingensmith, who was president of Entertainment Weekly and Ms. Schwindeman's former boss. "Any fashion business would see the value of her creativity and her relationships with the marketing and promotion executives in the entertainment business."

Models and movies
Because she directs the marketing of 20 different brands at Polo Ralph Lauren, Ms. Schwindeman is just as likely to be found working on a paint product launch in the U.K. as finalizing a fall campaign for Polo jeans.

In her first year with the company, Ms. Schwindeman directed a 90-second spot called "RL Short" in partnership with Sony Corp. It aired in theaters last summer and starred various Ralph Lauren models talking about movies. She also staged Polo Ralph Lauren-sponsored outdoor screenings of independent films like The Full Monty and Copland.

"She recognizes the power of entertainment companies to move product," says Michael Arkin, senior VP-marketing at Paramount Home Video.

Prior to EW, Ms. Schwindeman also held a variety of positions with the Village Voice and Premiere.

"Marian is not only a good businesswoman, but she also respects, appreciates and understands creative talent," says Jo Levin, senior VP-management supervisor at Carlson & Partners, Ralph Lauren's New York-based agency. "She's put an equal emphasis on marketing and market strategy, including analyzing the media."

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