Viacom creates division to handle TV ad solutions

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here