Viacom Brand Solutions (VBS) is launching a new division that will develop bespoke solutions for advertisers using its MTV, VH1, Nickelodeon and Paramount Comedy channels.
The advertising and marketing partnerships division will be headed by commercial director Daniel Salem, who will take on the role of as head of partnerships.The division will focus on helping advertisers enhance their existing marketing campaigns with bespoke advertising, programming and sponsorship, branded content and new media.
To support the initiative, VBS is distributing a magazine to its clients, which will feature bespoke deals, programming news, interviews with featured stars, and profiles of channels and staff.
Nick Bampton, managing director of VBS, says: “With bespoke advertising solutions as our focus, VBS will continue to promote the opportunities modern television allows, above and beyond pure spot trading. I am confident we will lead as ‘agents of change’ for the industry.”
Last summer, VBS created a promotion for doll brand Bratz, which ran on Nickeloden, inviting viewers to design their own outfit. The winner had their outfit made. VBS claims the promotion, which included spots featuring entries and the winner, helped Bratz overtake Barbie to become the UK’s number one selling doll in 2004.
At present, more than ten per cent of VBS’s revenue comes from partnership deals. It claims to have produced more than 270 pieces of creative work, billing more than &£2.5m on production alone in 2004.