Rich is Frank about strategy

Rich Frank will bring Hollywood know-how to 42 Below's promotional efforts.

Hollywood "big hitter" Rich Frank has joined the board of listed liquor company 42 Below as it seeks better use of the entertainment industry in its global promotions.

It is understood that Frank, in line with other directors, will take an equity stake in the firm.

Frank said from Los Angeles yesterday that 42 Below had a good chance to be "a really big global brand". Exports make up about 65 per cent of sales, with Britain, the United States, Australia, Hong Kong and Singapore the most important foreign markets.

The 62-year-old - who commutes between his Napa Valley winery and work at talent agency The Firm in Beverly Hills - was formerly chairman of Walt Disney Television and president of Paramount Television.

The Firm's clients include Leonardo DiCaprio and Cameron Diaz, and Frank also does brand consulting work for the likes of L'Oreal, Nestle and Toyota.

He said it would be "fun" to see if he could help the company to take on the giants of the global liquor industry and agreed with the strategy of using promotional activity rather than spending heavily on advertising.

"If you really want to expand and get it out there, a lot of that's going to be done through cross-promotion or through involvement with either talent or programming or movies or stuff."

Frank said most US advertisers he had talked to recently were looking at cutting back on TV ads and seeking alternative promotional methods.

They believed TV was no longer so effective due to "the giant amount of clutter now on television".

42 Below chief executive Geoff Ross, who met Frank in the US through one of the latter's sons, described him as "a big hitter".

"He's friends with [former Disney head] Michael Eisner, Spielberg - and his other son is head of television at Dreamworks ... the biggest of the big names, you know, he's mates with them."

Ross said Frank has previously given him advice on using the entertainment sector to promote 42 Below's products. Now as a board member, he would attend monthly meetings by teleconference or in person for the more important meetings.

"He's a wise head."

Ross said 42 Below did not spend a lot on "bloody expensive" and "pretty ineffectual" advertising, preferring other promotions such as getting its products into TV shows or interviews, celebrity parties and key events.

"He will just accelerate our presence in those entertainment properties."

Using the entertainment sector to position 42 Below brands ran parallel to its strategy of trying to be placed in the "best bars in the world".

The company's shares closed yesterday at 52c, up 1c.

GO THE GURU

Who: Rich Frank.

Age: 62.

What: Heavy-hitting Hollywood "entertainment guru". Former Walt Disney and Paramount television executive.

Likes: Wine and vintage cars.

Latest venture: New board member at 42 Below. Wants to help turn it into a "really global brand".