Porter Novelli, Rose Group launch unit

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NEW YORK -- Porter Novelli has formed a strategic alliance with the Rose Group in Los Angeles to create Porter Novelli Entertainment, a unit focused on media opportunities that connect brands with the entertainment industry.

An Omnicom company, Porter Novelli said it will work within the branded entertainment category developing marketing programs and brand-driven entertainment properties that are amplified by public relations campaigns.

"There are many different ways to integrate entertainment and brands beyond just product placement or the use of celebrities," said Julie Winskie, global leader, consumer industry group, at Porter Novelli. "Porter Novelli Entertainment will be creating entertainment lifestyle-based marketing and public relations programs that move the needle for clients. The Rose Group's reputation and entertainment lifestyle expertise make them an ideal partner in this offering."

Porter Novelli Entertainment will offer clients a complete suite of services, including content and talent integration, sponsorships, influencer and celebrity seeding, brand experiences and red-carpet events, the company said.

It will be housed bicoastally and be led by partner Lisa Rosenberg in New York and executive vp Wendy Watson in Los Angeles. They will work alongside Rose Group principal Jeff Rose and vp Brian Rosman.

"The Rose Group's focus on leveraging the entertainment lifestyle space to build and maintain strong brands is a perfect match to Porter Novelli's strong understanding of the many different ways brands can reach their stakeholders," Rose said. "In addition, the Rose Group has built up strong and wide-reaching relationships in the entertainment industry, which will enable Porter Novelli Entertainment to offer its clients a vast number of opportunities."
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