Fishman, who was executive vice-president of worldwide marketing and a member of News Corp's executive committee from 1997 to 2000, will head CAA's consulting division. He will look at CAA's corporate clients and ways they can tie in with celebrity clients.
CAA president Richard Lovett said, "Roger shares our belief that entertainment has far more to offer consumer and technology brands than traditional product placement and sponsorship opportunities."
CAA runs its corporate consulting practice in partnership with Shepardson Stern + Kaminsky, a New York-based PR and marketing firm. Clients handled jointly have included Coca-Cola, Microsoft, Yahoo! Entertainment, Dell and TiVo.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
This article was first published on brandrepublic.com