Omnicom Launches Branded Programme Making Division
Omnicom, the global marketing and corporate communications company, has appointed Interpublic’s Robert Riesenberg to oversee the development of a new entertainment division creating branded programming.
The new role will see Riesenberg become president and chief executive officer at the division that will produce and co-develop a range of advertiser funded programming. He will report directly to Daryl Simm, head of the Omnicom Media Group, which includes media agencies OMD and PHD.
Riesenberg previously led Interpublic’s Magna Global Entertainment division, which popularised the concept of advertiser funded programming. He founded the division three years ago after moving from his role as executive vice-president in charge of broadcast and programming at Universal McCann.
In the past Magna Global has been responsible for producing a number of reality-TV programmes including NBC’s Restaurant series (pictured) about a New York bistro. Interpublic partially funded the series and generated revenue from clients keen to have their products featured during the programme.
Riesenberg said: “As the marketing, media and entertainment areas evolve, major brands need compelling ideas to enhance their marketing and media strategies. I’m excited about the opportunity to build a focussed entity to help propel the diversity of those ideas.”
Simm added: “The area of branded programming is of increasing interest to our clients. Robert brings the expertise and relationships we need to offer clients the best and most relevant programming solutions for their brands. He will also be a key link with other Omnicom entertainment resources to create better and more integrated solutions.”
In recent years, OMD and PHD have been responsible for a range of product integration deals in television programmes including the original Survivor product integration with CBS and branded entertainment programming such as Pepsi Smash.
Onmicom: www.omnicomgroup.com
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