GroupM Entertainment, Ogilvy partner for brand-funded entertainment

GroupM Entertainment and Ogilvy North America announced the formation of a new collaborative venture to create and distribute brand-funded entertainment content on behalf of shared clients.

"Our clients want to accelerate and realize the full value of the many new forms of entertainment content," said Ogilvy North America Co-CEO's Bill Gray and Carla Hendra and GroupM Entertainment CEO Peter Tortorici in a joint announcement. "By bringing GroupM Entertainment and Ogilvy North America together, our mission is to deliver big brand answers. Our common clients will benefit from this unique approach -- which is all about creative expression that leverages multiple media platforms, digital production, and Hollywood, in addition to the newer mobile, search and gaming channels."

Doug Scott, President of OgilvyEntertainment will work with representatives from both GroupM Entertainment and Ogilvy operating units who are focused on brand-funded entertainment content to develop the first collaborative programs in the new venture. As President of OgilvyEntertainment, Scott will jointly report to GroupM Entertainment's Tortorici, who will manage the co-venture, and Ogilvy's Gray and Hendra.

U.S. clients currently shared by both GroupM Entertainment and Ogilvy include American Express, IBM, and Unilever (certain brands).

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