With its share price dropping and financial analysts griping, beleaguered DreamWorks Animation SKG today announced a Hail Mary in the form of a new hire: former top JC Penney and Target exec Michael Francis has been named to the newly created position of Chief Global Brand Officer. Francis will begin at DreamWorks Animation immediately on a part-time basis and will assume his new role full-time in February 2013.

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He’ll be responsible for DreamWorks Animation’s worldwide branding initiatives, including the branding of all of the intellectual property associated with the studio. He will also be responsible for the Company’s licensing and consumer products efforts as well as franchise management activities. “This appointment signals a singular new focus for DreamWorks Animation: to leverage the strength of its brand equity around the globe,” DWA said in a release.
“We have custom-created this vital new role specifically for Michael.”
Francis has served as CEO/Founder of Farview Associates, LLC, a global brand agency, President of JC Penney, and over 26 years with the Target Corporation, where he ultimately held the title of EVP and Chief Marketing Officer.