NEW YORK—Porter Novelli has formed a strategic alliance with Los Angeles-based The Rose Group to create Porter Novelli Entertainment, which will address the burgeoning media opportunities that connect brands and the entertainment industry. Working within the branded entertainment sector, Porter Novelli Entertainment will focus on 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,” says Julie Winskie, global leader of the 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.”
Porter Novelli Entertainment will offer services including content and talent integration, sponsorships, influencer and celebrity seeding, brand experiences and “red carpet” events. It will be led in New York by Lisa Rosenberg, partner, and by Wendy Watson, executive vice president in Los Angeles, both of whom will work alongside The Rose Group principal Jeff Rose and Brian Rosman, vice-president.