UK pub Campaign reports that Publicis Worldwide has created a new branded content division with the first unit to be called Publicis Entertainment.

Marcus Vinton--a former Ogilvy London ECD who subsequently co-founded Leo Burnett's interactive TV venture Spring London--will head the unit, which will create branded entertainment solutions for TV content, gaming and motion pictures integration.

Vinton tells Campaign, "The aim of Publicis Entertainment is to make content which gives wins to all parties--as stand-out TV, as a successful commercial campaign and, through the Internet Protocol, as a revenue generator to all stakeholders."

According to the article, Publicis Entertainment is currently hatching branded content projects for clients and collaborating with prodcos like RDF, Freemantle and Endemol.

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