Warner Bros. has formed a new division, Warner Bros. Global Brands and Experiences, that encompasses DC, Warner Bros. Consumer Products and themed entertainment. Pam Lifford, who joined the company in 2016, has been promoted to president of the division.
The reorganization follows the departure in June of Diane Nelson, president of DC Entertainment and Warner Bros. Consumer Products, and the acquisition of Time Warner by AT&T.
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“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” Warner Bros. Chairman and CEO Kevin Tsujihara said in a statement. “Pam has deep experience across consumer products and building emotional connections with fans, and in the two years she’s been at Warner Bros., has proven herself and her vision. I’m excited to have her bring that vision to this new business.”
Pam Lifford
According to Warner Bros., the day-to-day operations of DC will continue to be overseen by Jim Lee, publisher and chief creative officer, and Dan DiDio, publisher, who report directly to Lifford.
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Before joining the company in 2016 as president of Warner Bros. Consumer Products, Lifford worked at Disney, Quicksilver Inc., Road Runner Sports and Nike.
“This is an incredible opportunity for us to super-serve our fans across a variety of platforms and venues throughout their lifetimes,” Lifford said. “Warner Bros. has world-class characters and brands that are beloved around the world—from our licensed DC Super Heroes and the Looney Tunes and Hanna Barbera animated superstars to a library of over 10,000 films and TV shows—and we’re now making it a priority to bring these properties to fans in new and exciting ways. I’m thrilled to take on this challenge and look forward to working with my colleagues across the Studio to make this new business a great success.”