- Shahnaz Mahmud

NEW YORK Momentum Worldwide, a division of McCann Worldgroup, has hired former Sony BMG executive Joe DiMuro as evp of music and entertainment, a new position.

DiMuro's mission is to expand Momentum's digital, music and entertainment offerings through branded entertainment, content integration and intellectual property development.

Chris Weil, chairman and CEO and to whom DiMuro reports, said the company's music-oriented initiatives, in particular, have been transacted on a global basis, spread across its 70 offices. His goal for the company is to "centralize the thinking and the knowledge bank," he said.

DiMuro will oversee idea generation for clients, as well as contracts and licensing. Momentum's roster of clients includes American Express, Coca-Cola and Verizon.

While at Sony BMG Entertainment, DiMuro was evp and gm, managing all television, film, commercial advertising licensing, digital and mobile content platform development, new product and joint venture initiatives as well as corporate and strategic business development. 

New York-based DiMuro's first order of business is to evaluate the work that Momentum has done for its clients, assessing where the value added has been highest in the company's work to date, said Weil.

Prior to Sony BMG Entertainment, DiMuro was with News Corp.'s 20th Century Fox Film, working in a variety of senior theatrical marketing, sales, distribution and licensing areas for the film, home entertainment and interactive business units.

DiMuro is also a former president of Nickelodeon Records and president and founder of Burgundy Records, home of artists like Aaron Neville, Donna Summer and Gloria Estefan. He is known for being the chief strategic architect behind the global rebranding of the Elvis Presley recording masters, which resulted in worldwide sales revenue in excess of $250 million.