LOS ANGELES-Hollywood production company Mandalay Entertainment has launched a new company called Manadalay Branded Entertainment to develop entertainment content and provide marketing services for advertisers, chairman Peter Guber said. The new company will create original programming for advertisers and work with corporate partners on Mandalay Entertainment projects. Scott Mednick, founder of Los Angeles-based ad agency The Mednick Group and a former exec of interactive marketing shop THINK New Ideas, has been named president and CEO. The new firm's managing partner is Greg Sabatino, chairman and managing partner of Dayton, Oh.-based agency Flynn, Sabatino & Day, who has partnered with Mandalay for several years. Mandalay Entertainment's motion picture arm has produced such films as Enemy at the Gates and The Score, and also creates TV programming, interactive content and sports marketing programs. Guber is a veteran producer and movie studio executive whose credits include hits such as the first Batman movie.