Omnicom Group last week named Robert Riesenberg chief executive of a new branded entertainment group that will produce TV shows for Omnicom clients.
That follows the December alliance between MindShare, WPP Group’s media-buying arm, and ABC to create programming that features WPP clients (Dec. 4 Xtra).
Agencies’ increasing involvement in entertainment production gives marketers a way to reach consumers outside traditional TV spots. But critics worry that blurring the line between entertainment content and marketing deceives consumers, and could backfire on brands.
Riesenberg had been executive VP of Interpublic’s Magna Global Entertainment, whose work includes reality show The Restaurant for NBC. Interpublic named Frances Page, formerly VP-sales and client service, to replace Riesenberg at Magna Global Entertainment, per Reuters. Omnicom, Interpublic and WPP all have U.S. headquarters in New York City.
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