​Viacom is creating a new unit dedicated to helping advertisers craft pitches for brand integration and custom content, the company said Wednesday (Jan. 22).

The new branded content initiative, dubbed Viacom Velocity, will work with the marketing departments at each of Viacom’s adult networks, including Comedy Central, MTV and VH1.

“Now more than ever, creative collaboration and custom content are at the center of our client partnerships, and we continue to grow our capabilities to meet marketers’ evolving needs,” said Jeff Lucas, head of sales for music and entertainment at Viacom. “Viacom Velocity is built to utilize our unique relationship with our passionate fans and drive value for marketers through consumer insights, strategic collaboration and creative excellence.”

Viacom Velocity was created by merging the existing Integrated Marketing department, headed by Dario Spina, with a new creative team led by Niels Schuurmans, former executive VP, consumer marketing and executive creative director at Spike TV. His new title is executive VP, Viacom Velocity Creative Content Solutions. Spina becomes executive VP of Viacom Velocity Integrated Marketing. Both report to Lucas.

According to Viacom, Spina’s integrated marketing team will continue to work with clients on strategic campaigns, while the new creative content solutions team will produce original content for clients that will run on Viacom’s networks.

The new group also launched a new social media service called Viacom Echo that will create campaigns across Viacom’s social media platforms.

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