-By Shahnaz Mahmud

NEW YORK TBA Global has formalized its branded entertainment activities through the creation of TBA Digital Entertainment Engagement Programming, or simply: TBA DEEP. Brian Murphy, evp, helms the unit.

Murphy who emphasized a focus on creating sophisticated integrated marketing. "We believe a revolutionary change is going on in the marketplace that needs to be addressed on a holistic basis," he said.

While the structure has now been made official, Murphy has led several projects over the past year with clients including Chivas, Ford, McDonald's and MTV.

For McDonald's, TBA DEEP created a live event experience, targeting the young adult marketplace, that extended into television -- forging a partnership with MTV -- and online. This involved young musicians performing in McDonald restaurants across ten markets from last July through September. Timbaland helped launch the initiative, performing on-site, to correspond to the launch of his new album, Timbaland Presents Shock Value. All of the concerts were free to customers. A microsite was set up, showing the concert performances as well as interviews with the artists. Some of the content was supplied to MTV, where its audience could download it and learn about an artist. There was also a contest involved where viewers could vote on their favorite musician. The winner then had his music incorporated into a McDonald's commercial.

"That's where you get the value for branded entertainment -- when there's a pay-off for all of the constituents involved," said Murphy.

While Murphy is based in New York, TBA DEEP also has offices in Los Angeles, Chicago and Nashville. New York and Los Angeles are the two key markets, though Murphy added that Chicago is critical, as it a "mecca for brands and innovative marketing," while Nashville is another deep pocket for music and entertainment.

Additionally, TBA DEEP culls talent for programs it creates from Front Line Management, a music talent agency run by Irving Azoff, who is also co-chairman of TBA Global.