Thursday, July 13, 2006

NATIONAL SPONSORSHIPS of RADIO EVENTS?

I noticed in AdAge that Ogilvy Mather North America have hired someone to be the Director of Branded Entertainment. In this new era of diminished promotion budgets coupled with the loss of Record Company financial support, this could be good news
for Large to Major Market Stations. This is something for Program and Marketing Directors to discuss with the GM and National Sales Manager. It could mean partnerships on a National level for Radio Station sponsored entertainment events.
Here’s the article:

Ogilvy Hires Director of Branded Entertainment
Veteran Doug Scott Brought in to Develop Agency's Original Content
By Matthew Creamer
Published: July 11, 2006
NEW YORK (AdAge.com) -- Branded-entertainment veteran Doug Scott, most recently at Bragman Nyman Cafarelli, is moving to Ogilvy & Mather North America, where he'll develop the agency's content offering.
Doug Scott has been named executive for branded content and entertainment at Ogilvy & Mather North America.
Nontraditional ideas
Mr. Scott's title at the WPP Group-owned agency is executive director-branded content and entertainment, the agency said. His mandate is to bring together the wide variety of Ogilvy's disciplines, from ads to promotion and PR, to develop and execute nontraditional ideas across a wide range of media.
Recently Mr. Scott has been consulting with Ogilvy and other clients. Prior to that, he was senior VP at Bragman Nyman Cafarelli, part of the Interpublic Group of Cos. There he developed initiatives for Sony PlayStation, General Motors, T-Mobile and American Express.
Long history of sponsored events
Mr. Scott has a long history of producing sponsored events, including the Blender sessions, a five-day music festival at Sundance Film Festival sponsored by Volkswagen, Diet Coke and Heineken and featuring acts such as Snoop Dogg, Ludacris and Macy Gray. In 2003, hip-hop giant Diddy -- aka Sean Combs -- hired Mr. Scott to executive-produce a program for MTV called "Diddy Runs the City," which raised over $2 million for New York City children.
Mr. Scott's hire comes as Madison Avenue giants such as BBDO and JWT try to expand their capabilities in the world of original, branded content in the TV, film, music, mobile and concert arenas. Just last month, Omnicom Group's BBDO hired Fallon's Brian DiLorenzo as executive director-content.
http://adage.com/article?article_id=110456

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