Viacom launches commercial innovation group

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MTV EMA Awards.
MTV EMA Awards.

The group will will work with clients on data-driven marketing solutions

Viacom International Media Networks (VIMN), home to MTV, Nickelodeon and Comedy Central, has formed a commercial innovation group to help advertisers create customized, content-led digital and social campaigns.

The group will work with new and existing Viacom clients to help develop data-driven marketing solutions across Viacom’s portfolio of brands.

The focus is on developing partnerships with third-party social media platforms for advertisers. The team will also be responsible for creating custom commercial digital products around Viacom’s international events, such as the MTV EMA, which attracted more than half a billion votes and 389 million mentions via social media when it was last staged in Glasgow in November.  

Based in New York and London, the team will be led by Philip O’Ferrall as head of commercial innovation.

O’Ferrall has been senior vice president, digital, for VIMN since 2011, responsible for all multiplatform properties for MTV, Nickelodeon, BET, Comedy Central & Paramount Channel outside of the US.

In this role, O’Ferrall is tasked with evolving VIMN’s digital content offering.

He will work closely with VIMN’s advertising sales division and its international brand content, marketing and research teams, and report to VIMN chief executive, Bob Bakish,

O’Ferrall will lead the international rollout of Viacom Connect, which will combine a number of new multiplatform advertising initiatives, such as the Echo social media measurement platform developed through the Viacom Velocity unit in the US.

He said: "The group will build on our proven success driving mass consumer engagement around our tentpole events and bespoke activations, on our own platforms and within our branded presence on partner platforms, ranging from YouTube to Snapchat and Twitter.

"We will combine data-driven innovation and our search expertise with our core strength of entertainment content in a one stop digital media shop for brands and agencies."

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