NEW YORK—Bruce MacKenzie, most recently the entertainment and properties director at Tracy Locke, has joined Manning Selvage and Lee as senior vice president, director of entertainment and pop culture marketing. MacKenzie will be based in the New York consumer marketing group, and will head the firm’s team of entertainment marketing specialists.
MS&L becomes the latest in a parade of public relations firms emphasizing their connections to the entertainment industry, as companies seek to tap into the popularity of celebrities and entertainment properties to connect with consumers. Some major firms have acquired entertainment PR specialists (such as Ogilvy, with its BWR subsidiary) while others, like Ketchum, have launched their own practices.
At Tracy Locke, a division of Omnicom, MacKenzie focused on identifying and negotiating marketing relationships with entertainment properties such as an MTV music partnership with Doritos,
a comedy alliance for Sierra Mist with Comedy Central, the newly created NY Comedy Festival and a year-long integrated affiliation with Tony Hawk for Frito-Lay.
“Bruce will significantly enhance our capabilities in the entertainment marketing arena,” says Wendy Lund, managing director of MS&L New York. “He adds incredible depth to the group.”
MacKenzie will consult for all account teams and clients developing holistic entertainment marketing programs and sponsorships. MS&L Entertainment has created successful partnerships such as Swiffer with Maid in Manhattan and Scentstories by Febreze with Shania Twain, and has continued to build a presence for Philips Electronics at the Sundance Film Festival.
Prior to his role at Tracy Locke, MacKenzie developed and managed sponsorship programs at Warner TBA, PACE Entertainment (now Clear Channel Entertainment) and Stagebill. He has also held marketing positions at Revlon, SmithKline Beecham and Pepsi.