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OgilvyEntertainment, the entertainment marketing arm of Ogilvy & Mather, and celebrity chef Mario Batali have formed ccMF Productions, a new company that will create food and lifestyle programming aimed at millennials. And in a twist for OgilvyEntertainment, the TV and online content won’t be branded.
For Batali, ccMF is just the latest extension of a business empire that includes restaurants, books, a charitable foundation, food and kitchen products and a retail store. Batali is quite the familiar face on TV as well, appearing on Food Network’s reality competition Iron Chef and ABC’s daytime talker The Chew; he also owns Via Alta Productions, which produces food prep shows.
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