BOSTON Havas' Arnold here said it has launched Arnold Entertainment to create original content for entertainment channels including film and television for its clients.
The entity will be led by two new hires: exec producer Teddy Lynn and creative director Lee Einhorn.
Prior to Arnold, Lynn, 31, was a partner at his own production and management firm, the Lynn Company. Einhorn, 36, was a group creative director at Publicis & Hal Riney in San Francisco.
"There's no question it's easier to [create] a reality TV show or documentary" for brands, said Lynn. "Our idea is to take it further and really hone in on what a brand's soul is and do creative programming around that."
The new unit will discuss branded entertainment ideas with Arnold clients and go to Hollywood literary agencies and try to find suitable projects.
Arnold has already dabbled in the space with the VW short film The Checkup, which premiered at the Sundance Film Festival, and the American Legacy Foundation's new campaign "Fair Enough," which includes the first commercials to be offered as a five-minute programming block on the G4 network.