Legendary Entertainment has already generated a following with fanboys. Now it’s turning to former EA Sports executive Christopher Erb to attract everyone else.
As executive VP of brand marketing, Erb will focus on growing Legendary’s brand identity. Erb will work closely with the company’s current marketing and communications teams, and oversee all aspects of Legendary’s social media and consumer marketing campaigns as it sets out to promote new tentpole releases like “Godzilla,” “Mass Effect” and “Seventh Son,” among other films developed internally.
He will also work alongside Emily Castel and her Five33 marketing team whose agency Legendary acquired earlier in May.
Erb started in the position on May 23, and is based at Legendary’s Burbank headquarters. He reports to Jon Jashni, president and chief creative officer of Legendary Entertainment.
“Chris is a dynamic marketer and innovative brand builder,” Jashni said. “His experiences and vision will be instrumental in helping us deepen the existing relationship between our brand and consumers.”
Before joining Legendary, Erb spent eight years at Electronic Arts, and served as VP of brand marketing for EA Sports , where he is credited with helping overhaul the way the company marketed its sports games, including its “Madden” and “FIFA” franchises to consumers, especially non-gamers. That included embracing a theatrical method for promoting video game releases through promotional partnerships with such brands as Coca-Cola, Nike, Microsoft, McDonald’s, Procter & Gamble, Monster Products and Budweiser.
“Legendary has built an aspirational and iconic entertainment brand, and I am excited to join the team and help grow Legendary’s existing brand, as well as develop new brand extensions,” Erb said.
Erb has also worked as an exec at Wizards of the Coast, running the “Pokémon,” “Dungeons and Dragons,” “Star Wars” and NeoPets portfolios.