NEW YORK—Burson-Marsteller has recruited Hollywood veteran Steven Haft to lead its branded content offering. The new unit will be called Allscreen Studio and will operate as a partnership between Haft Entertainment and Burson-Marsteller, combining Burson’s communications and marketing heritage with Haft’s track record of producing acclaimed entertainment and online content.
“Branded content has quickly become a critical part of the communications and marketing mix for cutting edge brands,” says Mark Penn, global chief executive of Burson-Marsteller.
Allscreen Studios will integrate client brands seamlessly into compelling original media content that can be distributed over traditional media platforms, such as network or cable TV, or via digital platforms including online, mobile and emerging devices. It will offer clients branded content services that include strategic counsel on developing content to meet branding and communications objectives, platform integration, and content production and distribution.
Allscreen Studios will also develop, co-own and distribute independent content that will be licensed to sponsors.
Haft, who will serve as chair of Allscreen Studios, produced the Oscar nominated motion picture Dead Poets Society, as well as Emma, Jakob the Liar, Tigerland and Hocus Pocus. His television production credits include Mad TV and made for television movies such as The Pirates of Silicon Valley. He was also a vice president of AOL’s Interactive Marketing group, where he served as chief strategy officer.