Fox's Alexandra Marinescu on Marketing U.S. TV Series Overseas

And how The Walking Dead was a turning point

Taking American television series and marketing them overseas is a unique challenge for broadcasters, particularly when the rights have been scooped up by a different network than originally aired a series. 

Alexandra Marinescu, svp of marketing at FX and Fox International, has plenty of experience in this area. She sat down with Muse at Clio Entertainment judging to talk about how her team approaches the task—both in crafting campaigns that resonate with local audiences around the world for particular shows, while also building cohesive brands internationally for Fox and FX. 

As she explains below, a certain zombie show on AMC, picked up internationally by Fox, was a big turning point for her network. 

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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