The unit effectively sees a number of sector-leading companies collaborate under the "Interpublic Sports and Entertainment Group" name. They are: Octagon, the second-ranking global sports marketing agency; PMK/HBH, the recognised leader in entertainment publicity and public relations; Bragman Nyman Cafarelli, a leading firm in merging consumer lifestyle, entertainment and sports PR and marketing; and Amster Yard, a marketing communications boutique that will create "brand integrated content" for the new group’s companies and other Interpublic clients.
It will be run by Pat Kingsley who runs PMK, which includes Russell Crowe, Jennifer Aniston and Gwyneth Paltrow among its clients, and Michael Nyman who runs Bragman, Nyman and Cafarelli, which has Cameron Diaz and Kate Hudson for clients.
The unit will be chaired by Mark Dowley who is the vice-chairman of Interpublic Group's Momentum Worldwide, which houses both of the PR agencies. It will be linked with sports marketing agency Octagon, but its main focus will be entertainment.
In all, Interpublic, whose clients include Coca-Cola and General Motors, represents more than 1,500 sports and film stars. Interpublic will be hoping to link some of these clients with stars to create new marketing opportunities.
The new Interpublic entity will look at number of ways of leveraging its clients' brands, including established ones such as product placement in films and on TV.
According to John Dooner, Interpublic’s Chairman and CEO, "Our capabilities in sports and entertainment marketing are considerable and have put Interpublic ahead of its principal competitors. We’ve been involved in this area of the business for several years and we understand the leverage these services can create for our clients in an increasingly cluttered and competitive media environment. By bringing these four complementary companies together under Mark’s capable leadership, we believe we can better help clients build their brands."
Dowley added, "Pat Kingsley and Michael Nyman are the best in the business when it comes to developing brands – be it crafting the public image of an individual, powerfully positioning an entertainment property, or delivering results for our corporate clients. With their unique understanding of the changing marketing landscape and their ability to manage world-class businesses, I cannot imagine starting our new organisation with a better foundation."
In his new role, Dowley will report directly to Dooner and work with Larry Weber, chairman and CEO of Interpublic’s Advanced Marketing Services group. There will be no other changes in the senior management at Octagon or Amster Yard. The Interpublic Sports and Entertainment Group will also work closely with Magna Global, Interpublic’s media negotiation unit, which recently launched an entertainment division to create television programming.
Last week, Interpublic was understood to be in talks to buy a literary agency and a Hollywood talent agency as it looked to expand into content.
Interpublic hired investment banker Allen & Co to help it buy an unnamed New York literary agency. Talks to acquire a West Coast Hollywood talent agency were being handled separately.
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