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CBS is looking to increase its brand partnerships outside of traditional ad buys, creating a group called CBS Eye Max that will focus solely on branded entertainment and integrations across all dayparts and platforms.
Linda René, evp of primetime sales of innovation, will lead the group. Her team will work with programming execs at the network and CBS Studios, showrunners and clients to create new opportunities on CBS and CBS Interactive’s digital properties.
“We are constantly pushing to elevate the level of creativity for clients and audiences, and we are always looking to do more and more outside of the box,” said Jo Ann Ross, president and chief advertising revenue officer at CBS, in a statement.
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