By Michelle Graff
New York--Luxury goods conglomerate Richemont now has a “director of entertainment”--an individual whose job it is to advise its brands on how to get their products on TV, in the movies and on the red carpet and to help them sign on celebrities as brand ambassadors. 

Joining Richemont in the role is Mike Tschida, who currently owns his own entertainment marketing firm in Los Angeles, Tschida Branded Entertainment. The company handles celebrity procurement, sponsorship, licensing and brand building.

He will divide his time among Richemont’s North American headquarters in New York and Los Angeles, Geneva, and Paris.

The 47-year-old Tschida opened his marketing firm in 2009. Prior to that, he worked on the celebrity sponsorship teams at Special Artists Agency Inc. in Beverly Hills, a talent agency representing actors, musicians, models and others in entertainment, and at William Morris in New York. He also spent six years on the board of directors of Women in Film.

In addition to Cartier and Van Cleef & Arpels, Switzerland-based Richemont owns watch brands A. Lange & Söhne, Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Officine Panerai, Piaget, Roger Dubuis and Vacheron Constantin, and is in a jewelry and watch joint venture with the Ralph Lauren brand.

It also owns a number of fashion brands, including Chloé and Lancel, and e-commerce site Net-A-Porter.

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