Big Fish Names Matt Baxter, VP, Multi-Platform Marketing

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Los Angeles, CA, December 12, 2006 - Big Fish, one of the entertainment industry‘s preeminent brand marketing and advertising agencies, specializing in the design, creation and production of consumer and B-to-B campaigns, has named Matt Baxter to the newly created post of Vice President, Multi-Platform Marketing. The announcement was made today by Robin Fisher Roffer, CEO/Chief Creative Officer and Steven Roffer, President, Big Fish Marketing.

In his new role with the company, Baxter will hold a number of responsibilities. These will include identifying new technologies and new technology partners to enhance Big Fish‘s portfolio of services, analyzing emerging digital media platforms in search of new business opportunities, managing select projects with multi-platform components and developing client marketing strategies that are portable across multiple platforms, and developing a non-broadcast video production business (i.e. video podcasting, mobile video, and online viral video.)

Said Robin and Steven Roffer, “We are committed to providing our clients with creative services that come from the most talented people in the industry. With Matt‘s extraordinary background, having worked in-house with MTV, CBS and UPN, we knew that he would be a major asset to our growing and evolving company. Matt will work with us to help create engaging, original short form content which will be seen on all visual platforms, from plasma TVs to video iPods. This content will be used to virally promote and market our clients‘ various television networks and programs. Matt‘s a real rock star!”


Prior to joining Big Fish, Matt Baxter was a supervising producer with MTV News. There, he served as the most senior staff member of the MTV News and Documentaries west coast operation. He was responsible for overseeing the production of written and video content for distribution on “all screens,” including online, on-air, broadband, video podcast and mobile.

While based at MTV, Baxter also supervised production of the podcast version of the popular on-air, movie-themed show “MTV Flick‘d;” oversaw the production of daily written news stories published on; managed the west coast production of daily news editions and special long-form programs for “Overdrive” (MTV's Emmy-nominated broadband video channel,) and directly managed a staff of eight in Los Angeles, with indirect oversight of an additional staff of ten based in New York City.

From 2004-2005, Baxter was manager of video production for CBS Digital Media. In that role, he helped spearhead CBS‘ new broadband video initiatives. His responsibilities included helping to build a streaming video broadcast studio, which allowed CBS to stream content live over the Internet while simultaneously encoding an archive of the show. He was also actively involved in the creation and production of online-only streaming talk shows (“Big Brother,” “House Calls,” “The CBS Soapbox,”) field producing packages from press events, junkets, set visits, and working with producers of hit CBS shows, including “Survivor,” “CSI” and “Big Brother,” to create web-only, spin-off video content based on those properties.

As manager of online operations and interactive marketing for the UPN television network, Baxter served as the CBS Internet Group‘s liaison to UPN. There, he oversaw both UPN‘s interactive marketing operation and the UPN website. He also managed rich media UPN banner campaigns on major sites including MSN, MTV, Yahoo and AOL. In addition, he created groundbreaking viral marketing campaigns tied to the launch of high-profile TV shows.

Earlier in his career, Baxter was a freelance interactive “Preditor” (Producer/Director/Editor) with DNA Studio in Los Angeles. As such, he produced and edited video sales pitch presentations for clients like Coca Cola and Busch Gardens. Among his television credits are: Court TV‘s “Saturday Night Solution,” the Starz! Network‘s “Cinenews,” Animal Planet‘s “The Jeff Corwin Experience,” and various segments for Clear Channel Communications, including several that aired on “Entertainment Tonight.”

During l994, Baxter was an intern to Vice President Al Gore while based at The White House. Baxter attended Riverdale Country high school in New York City and went on to receive his BA in History from the University of Pennsylvania and attended UCLA‘s Graduate School of Film & Television.


Founded in l992, Big Fish Marketing is one of America‘s preeminent creative services agencies, dedicated to promoting the world‘s most valuable television brands. The company specializes in developing integrated brand strategies that drive audiences to their client‘s TV networks and programs. Those brand strategies are executed through the incorporation of highly creative tactics that engage viewing audiences, motivating them to personalize their experiences by interacting with these television brands.

Specifically, Big Fish designs, creates and produces all forms of visual branding for its clients, including websites, rich media banner ads and campaigns, online promotions, interactive promotional games, and sales presentations for the television season‘s advertising “Upfronts,” as well as print advertising campaigns and materials.

Big Fish‘s clients include ABC, A&E, BET, Comedy Central, CNN, Discovery Networks, Disney Channel, The CW, E!, FX, HBO, Lifetime, MTV Networks, Showtime, TNT, TV Guide and Warner Bros., to name just a few.

The company is located at 108 N. McCadden Place, Los Angeles, CA, 90004. The phone is 323/937-2911 and the web is: