Hulu Nabs Netflix Exec Jenny Wall to Head Marketing

/ May 13, 2014


In the coming year, Hulu plans to triple its marketing spend for its original series. Hulu CEO Mike Hopkins said that during the company’s upfront/newfront in New York two weeks ago.

Steering that charge will be the company’s new SVP and head of marketing, Jenny Wall, an executive with 20 years of experience in entertainment marketing.

Wall is a big get for Hulu: Most recently, she led a global creative team at Netflix which was responsible for the company’s “Watch Responsibly” marketing campaign, as well as the promotional campaigns for Netflix original series including “House of Cards,” “Orange Is the New Black,” “Arrested Development,” and “Hemlock Grove.”

Prior to Netflix, Wall was the CMO of entertainment agency BLT Communications, and before that, she spent seven years at HBO and was part of the team that created the now-famous “It’s not TV. It’s HBO” slogan.

Aside from Hopkins’ comments on the matter, there’s already evidence that Hulu is putting more money behind its original content. The company plastered metro stations and buses with posters for its latest original, “Deadbeat,” ahead of the show’s debut last month. That campaign played no small part in making “Deadbeat” the most-watched show on Hulu the day it premiered. (Funny how that works.)

Expect more of that going forward. When Netflix was first launching “House of Cards,” the poster of lead actor Kevin Spacey sitting on his throne was inescapable in big US cities, including New York, Chicago, and LA.

At Hulu, Wall will oversee “strategy and implementation across the Hulu brand, acquisition, and retention channels, as well as communications, content, consumer insights, and creative,” said Hopkins in a blog post announcing the hire. “Most importantly, she will focus on building overall ‘brand love,’ giving consumers a reason to come to Hulu and make it a part of their daily lives as we build a relationship and connect with them throughout their Hulu journey,” he added.

In addition to content marketing around its originals, Hulu will also be investing in a viewer acquisition and brand campaign to “drive new TV lovers to Hulu,” Hopkins said.

Hulu Plus most recently surpassed 6 million subscribers, and the company continues to invest in acquiring current and past seasons of US and international TV shows, in addition to its own original series. The goal, according to Hopkins, is to be a destination for “all things TV.”

Wall joins a new executive team at Hulu (all appointed by Hopkins after his installment as CEO) that includes head of sales Peter Naylor and head of content Craig Erwich.

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