Mandalay Eyes Content

Mandalay Entertainment Group’s creation of a new “content marketing company” offers another twist in the developing relationship between advertisers and en tertainment pro viders—one that seems strikingly different from the approach used by advertising and talent agencies.

Mandalay Branded Entertainment plans to team up with an advertiser and create original content the sponsor would then own.

The group’s president and CEO, Scott Mednick, said creating a TV show is a better investment for clients than trying to reach consumers through ads. “I know they’re watching the content; I don’t know that they’re staying around for the commercials,” said Mednick, a veteran adman who previously ran Los Angeles ad agency The Mednick Group and created logos for Columbia Pictures and Reebok.

Backed by high-power Hollywood insider and Mandalay Entertainment chairman Peter Guber, the MBE management team includes managing partner Greg Sabatino, chairman of Dayton, Ohio, ad agency Flynn, Sabatino & Day.

MBE is not the only content marketing firm to spring from a Hollywood production com pany. In August, Johnson/Burnett Entertain ment and RayArt Studios launched BrandMedia Entertainment with a similar goal of creating client-specific programming.

BrandMedia manager Allan Schwartz said the group has not yet attracted clients who are interested in creating original programs. It is in discussions with four ad agencies, he said, and is in the process of arranging programming acquisitions.