Riesenberg will take the role of president and chief executive officer at the division, charged with producing and co-developing programming. He will report to Daryl Simm, CEO of Omnicom Media Group, which includes the media agencies OMD and PHD.
Riesenberg previously headed the Interpublic division Magna Global Entertainment, which reintroduced the concept of advertising-led programming to the market. He founded the division in 2000 after shifting from his job as executive vice-president in charge of broadcast and programming at Interpublic's Universal McCann.
Magna Global produced programming such as 'The Restaurant', a reality television show about a New York bistro that screened on NBC. Interpublic funded the $1m-an-episode cost of making the show and then sold half of the airtime to its clients, whose products were featured in various ways. NBC then had the other half of the airtime to sell as well as a free show.
Scenes featured the restaurant's chef driving a Mitsubishi in the opening credits, a party where the staff drank Coors beer and references to, along with a shot of, American Express credit cards.
Riesenberg said: "As the marketing, media and entertainment areas evolve, major brands need compelling ideas to enhance their marketing and media strategies. I'm excited about the opportunity to build a focused entity to help propel the delivery of those ideas."
OMD and PHD have already begun to move out of the traditional activities of media agencies and negotiated product integration deals for programmes such as 'Survivor' on CBS and 'The Apprentice' on NBC, which tests competitors' survival techniques in New York City’s corporate jungle.
Simm said that Riesenberg would bring expertise and the relationships needed for Omnicom to offer programming to clients.
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