Through partnership, Porter Novelli Entertainment launches

LOS ANGELES: In response to clients' growing demands for content and talent integration, celebrity seeding, and "red-carpet events," Porter Novelli has formed a strategic alliance with Los Angeles-based independent The Rose Group to launch Porter Novelli Entertainment.

LOS ANGELES: In response to clients' growing demands for content and talent integration, celebrity seeding, and "red-carpet events," Porter Novelli has formed a strategic alliance with Los Angeles-based independent The Rose Group to launch Porter Novelli Entertainment.

The new business unit, part of the agency's consumer industry practice, is co-led by PN partner Lisa Rosenberg in New York and The Rose Group partner and co-founder Jeff Rose in LA. According to Rose, PN Entertainment was designed not to house accounts specifically, but to "work more as an [account-team and client] consultancy."

Essential to the unit's operation, Rosenberg noted, is the building of long-term client-partner relationships, and "a better meshing" of brands and the entertainment opportunities with which they align. Work is already underway for clients including Chrysler, New Era Cap Co., and Qualcomm MediaFlo.

In addition, as an Omnicom sibling and founding partner of the celebrity influence ranking Davie-Brown Index, PN Entertainment can access the DBI to help brand marketers "determine a celebrity's ability to influence consumer purchase intent," Rosenberg said.

"To have that access," she said, "is a differentiator for us."

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