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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.
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