The legal drama, which stars Julianna Margulies as a woman coping with her husband's infidelity while attempting to establish a career, kicks off its third season tonight at 9pm on CBS. In an interview with the Los Angeles Times, Schweitzer addressed the show's new direction, as evidenced by the "provocative" ads that debuted over the summer.
"[Alicia]'s taking a much more aggressive direction and we're going to see that," he said.
The ads in question feature Margulies in a lacy black bra, with the tagline "Don't let the name fool you" to the side.
The marketing chief went on to describe the series as a high priority, claiming that it has changed significantly from its premiere two years ago.
"It's one of our big priorities for the fall," said Schweitzer. "We are treating it like a new show."
However, show creator Michelle King promised that the series will not be unrecognisable, insisting that sex will not take precedence on the show.
"We're not taking our cue from what time slot we're in or what an ad looks like and building the show around that," she said.
Good Wife star Alan Cumming recently revealed that he has been working a lot with co-star Archie Panjabi on the show's forthcoming season, hinting that the pair will experience "a little frisson".
Earlier this month, it was reported that Michael J Fox will return to the CBS series for its third season. The actor received an Emmy nomination for his role on the show in July.
The Good Wife premieres tonight at 9pm on CBS.