dentsu international has announced the promotion of Cathy Boxall and Fotini Paraskakis to the joint global managing directorship of The Story Lab.
Michael Iskas is to move on to pursue new opportunities in the entertainment industry, after launching and leading The Story Lab for 6 years as Global President.
The change sees Cathy Boxall become Managing Director Sales & Brand Entertainment and, Fotini Paraskakis, Managing Director Production Services.
Speaking about her new role and the opportunity ahead, Boxall comments: “The entertainment industry has been disrupted, both by the growth of OTT platforms and the global pandemic, while at the same time consumer spending and media consumption has changed in this new normal. With this our joint focus and perspective, we’re able to lean into our specialist expertise and maximise the returns and growth potential for clients with the development, financing and distribution of IP.”
“This last year has really highlighted the strategic importance of having both fresh and relevant content and the ability to get that content seen by the consumer, on their terms and in ways that work for them. This is something we’ve always known at The Story Lab, but as we look ahead, we can see this being even more significant to client objectives as the whole consumer, entertainment and marketing ecosystem evolves.” adds Paraskakis.
Talking about his legacy and plans Iskas said: “Launching and scaling The Story Lab to become a global entertainment studio with such a versatile slate of hit entertainment shows and series, has been a totally rewarding experience. I would like to thank all the creative, production, brand and commissioning partners who contributed to our success around the world and to wish Cathy and Fotini all the best for the future as they are both top executives and friends. I will be taking a quick breath before diving back into the new norm entertainment ecosystem as it forms!’
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