Publicis Worldwide announces branded entertainment unit

Publicis Worldwide has announced the launch of a new business division called Publicis Entertainment. The unit has been created with a view towards creating branded entertainment solutions for television content, gaming and motion pictures integration.

The first unit will open in London, and is expected to roll out to other key markets soon. A company statement says the idea is “to harness the full potential of the Publicis global network.” The team will focus on creating end-to-end entertainment solutions for brands across digital TV, Web TV, gaming, mobile, social networking platforms and motion pictures. In addition, the division will generate new revenue streams for brands including IP exploitation, advertising airtime, on-air sponsorship packages, ancillary distribution, syndication and format fees.

In terms of television, Publicis Entertainment will create black box solutions for channel creation and management. These will encompass the full technical, operational and editorial process, from commissioning to transmission. They will also create bespoke and innovative metrics and reporting tools to demonstrate the value and ROI across branded entertainment activities.

Commenting on the development, Richard Pinder, COO, Publicis Worldwide said, “The relationship between advertising and television production is changing fast: it is now a relationship of equals.  Publicis Entertainment has the talent and knowledge to bring together expertise in brands with entertainment.  We are in the business of creating contagious ideas and more engaging content which in turn changes the conversation for clients and their brands.”

A company statement says the unit is already collaborating with a number of major production companies including RDF, All3Media, Fremantle and Endemol.

The team at Publicis Entertainment is headed up by Marcus Vinton, partner and CCO. An award-winning creative, he was formerly executive creative director of Ogilvy London before venturing into TV and brand integration for movies. The team also includes Samantha Glynne, director of channels and executive producer. She has worked on channel launches in the UK and internationally, most recently on the launch and running of The Audi Channel.

Vinton said, “The aim of Publicis Entertainment is to create end to end entertainment solutions for our clients across television, gaming and motion pictures. Our IP and digital distribution models will create revenue for all stakeholders. Media barter deals and sponsorship will of course continue to help brands shepherd and associate themselves ‘around’ great television, but by working together we now have the opportunity to communicate directly ‘through’ great television.”