Striking up the MRC brand

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LOS ANGELES -- Media Rights Capital has hired online-media veteran William H. Masterson III to wrangle brands for its Internet efforts.

Masterson has joined as executive vp digital content partnerships after stints with United Online and Time Warner-owned Advertising.com.

In keeping with MRC's mandate to partner with talent on film, TV and online fronts, Masterson's task will be to connect brands seeking unique integration opportunities directly with the creators and performers of slated projects.

For instance, Raven-Symone has been aligned with AT&T, an investor in MRC along with WPP and Goldman Sachs. Masterson cited a good fit between the teen-friendly star and AT&T's efforts in wireless devices that has become a fixture among that demographic.

"We want to bring a brand in that won't just partner with Raven but can actually enhance the quality and user experience to be more relevant to the experience," Masterson said.

Masterson reports to Dan Goodman, president of MRC's digital group.

"We are extremely proud to welcome Bill, one of the true leaders of digital media," Goodman said.

MRC is expected to announce a slate of digital projects, but already has indicated ongoing efforts with "Family Guy" creator Seth McFarlane, who is working on original animated programming that will be distributed via Google, and "That's So Raven" star Raven-Symone.
Based in New York, Masterson also will have a hand in crafting distribution strategy along with Goodman, who joined MRC in July from OgilvyInteractive, where he was chief digital officer.

Masterson has been in the digital business going back to 1993, where he started as national sales director for PC Magazine. He spent four years at Advertising.com, which was under AOL at Time Warner.
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