There is, without a doubt, a skewed representation of certain cultures, races, ethnicities, etc. all across entertainment. Recently, the lack of Latino representation has become a hot topic within the industry. In response to these issues, mitú was formed.
mitú is a digital media company working to bring a Latino point of view to mainstream entertainment across multiple platforms. Its goal is to create authentic, culturally relevant stories that will reach a massive, cross-cultural audience. This is a good goal to have, but in order to reach it the company needs to become more reputable and relevant—the only way to do this is through branding efforts.
That’s where Danny Johnson comes in. Johnson has been hired as mitú’s very first chief marketing officer. In his new role, he will oversee the company’s branding efforts and strategic partnerships, the creative design team, and the business-to-business and consumer marketing arm. Johnson will be managing all of these areas in the hopes of driving revenue and growth across the organization.
This is a big undertaking—and an especially important one, given mitú’s mission—but Johnson is more than qualified for the job. He has decades of experience under his belt working for elite brands and franchise entertainment titles such as Nike, Disney Channel, Nickelodeon, Disney XD, Sony Pictures, Ubisoft, Sony, X-Men, Planet of the Apes, Ice Age, and Alien.
Johnson also held an executive role at 20th Century Fox, where he focused on growing the reach of some of Hollywood’s most beloved films. Prior to that, he showed an interest in marketing by co-founding Creative Asylum, a digital marketing agency that was acquired by Modus Operandi. As the founder and CEO of Creative Asylum, he was responsible for driving all parts of the business, making him the perfect candidate for CMO at mitú.
He will be reporting to Roy Burstin, CEO. Burstin is optimistic about Johnson’s appointment, saying, “Danny is an invaluable member of the mitú team. His seasoned expertise in leading creative teams and understanding of how to connect an audience to entertainment is truly unique. Our vision for mitú is to become the voice of Latino youth, Danny will play a pivotal role in achieving that goal.”