-By Steve McClellan, Adweek

Sandy Grushow, former chairman of Fox Television Entertainment Group, has joined Los Angeles-based MediaLink as the media advisory firm's first chief creative officer.

In his new role, Grushow will spearhead the development of branded entertainment and content concepts for MediaLink's clients and their agencies. He will report to MediaLink CEO Michael Kassan.

MediaLink's client roster includes Microsoft, AT&T, Unilever, General Electric, MySpace and GlaxoSmithKline. The consultancy works with agency units such as GroupM Entertainment, MediaVest's connectivetissue, Mediabrands' Ensemble and Digitas' The Third Act, among others.

"Sandy's pioneering background in creating and executing marketing and branding strategies, combined with his expertise in content creation and familiarity with both Hollywood and Madison Avenue, is a perfect fit for what we are trying to accomplish at MediaLink," said Kassan. "Content is inseparable from strategy in the communications ecosystem of today, and content creators like Sandy, who understand the dynamics of marketing, are indispensable to success."

Grushow joined Fox in 1988 and held various executive positions there until his departure in 2004. More recently he established branded entertainment firm Filmaka, described as a worldwide community of writers and directors who create branded entertainment. Filmaka is credited with creating content for Ford, Lincoln Mercury and Cisco, among others. 

"With the changes that continue to take place in all aspects of media, it's the perfect time for me to take the skills that I applied in the entertainment arena into the consumer product realm," said Grushow. "I'm looking forward to breaking new ground and, when appropriate, bringing both worlds together to create unique and memorable content of all kinds."