LOS ANGELES Entertainment and sports marketing executive Paul Sewell is taking on a new role as president of Los Angeles-based integrated marketing agency BrandEntertain. The 20-year industry vet will oversee the firm’s brand-driven media projects, which include developing 360-degree original programming for TV, Web, mobile, live events and other platforms.
One of his first projects will be leading the brand integration effort for Because It’s Family, a sitcom being produced by Image Orthicon Productions. This is not your father’s product placement deal: The 30-minute show, which is still being cast (for talent and brands) is built around the concept of “brand cast integration,” in which opportunities exist for brand expression through various cast members. (Think “I’m a Mac. I’m a PC” style personality traits.) Show characters’ “lives” could naturally extend to the Web, mobile, TV commercials and other media.
Most recently, Sewell was evp-branded partnerships and development at the AVP Pro Beach Volleyball Tour, and before that he served as svp-global branded partner integration for HOB.
“I grew up inside the advertising agency — inside Young & Rubicam and Omnicom — and saw where content and creative were going as they tried to integrate it into TV,” Sewell said. “That’s kind of my DNA. When I went to House of Blues, the intent was to take music and do more [integration] with brands I didn’t look at it as a straight sponsorship model, as House of Blues isn’t your typical signage type of place. My real desire is to harness everything I’ve done in my agency experience with the property side of the content.”