MG OMD is dedicating a third of its business -- 拢85m of music, film, home entertainment, gaming and related retail accounts, and 27 members of staff -- to the new Invents venture named, which will have an expertise in fast-release entertainment marketing.
Invents will take on MG OMD clients including Sony BMG, Sony Pictures, Sony PlayStation2, Virgin Megastores, Virgin Games and World Poker Exchange.
The launch of the new unit comes at a time when the entertainment and leisure industry is rapidly increasing its marketing spend.
The agency said the department would offer new opportunities for media owners and other OMD clients through partnerships and will focus a strong understanding of marketing to youth.
Stephen Hall, joint head of Invents, said: "It is important for us to develop our offering into other entertainment areas and make Invents the only real option for any entertainment client wanting to push forward into the new marketing future.
Toby Heiser, joint head of Invents, said: "The entertainment arena is a complicated and constantly evolving marketplace and with the gathering pace of technological change, a devoted entertainment division is now essential to navigate the nuances and complexities of the sector."
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