OMD lights the Fuse

Omnicom media outfit OMD has launched Fuse, a joint venture with The Radiate Group to explore branded marketing opportunities across the sport and entertainment arenas.

The outfit will be headed by OMD Europe’s current director of content and entertainment, Andrew Lord, and be charged with looking for new areas such as programme and event sponsorship, endorsement and product placement.

Lord said: “Fuse is all about bringing together brands and content at consumer passion points, whether they are in music, sport, games, fashion or elsewhere.

“Now clients can get integrated entertainment solutions as part of their mainstream media buy.”

Fuse will operate will work with OMD’s existing clients across its agency network in the UK and Europe, including OMD UK and Manning Gottlieb OMD.

Fuse’s activity will work closely with traditional above-the-line advertising carried out by OMD’s media planning and buying agencies.

Marc Bushala, managing director of The Radiate Group in Europe, added: “These days, consumers edit their own content and if they are not entertained they simply go elsewhere.

“Fuse brings together the top UK and European players to make the delivery of integrated branded entertainment solutions a reality.”

By Kevin May

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