Former Tribal DDB Exec Launches Venture

NEW YORK — Steven Marrs, the former president and chief operating officer of Tribal DDB, has unveiled a new venture that intends to focus on cross-platform entertainment marketing.

Called Brand Entertainment Studios, the company was formed through the acquisition in the summer of RAW Interactive Ltd., a nine-year-old New York-based multimedia marketing firm. As a part of the stock-swap deal, RAW’s co-chairs, CEO Bill Goldstein and chief creative officer Alexis Rodriguez, gained equity in BE Studios, according to a company representative. Further financial details were unavailable.

BE Studios will continue to handle RAW’s existing clients, including IBM, UPS, Ford Motor Company and Ford Financial through the purchase. Also, Goldstein and Rodriguez have joined the newly branded company as partner, executive creative director and partner, chief creative officer, respectively. Marrs is the CEO.

The New York-based company, which starts with RAW’s 35 staffers, will work with ad agencies, media companies and clients to explore and develop marketing initiatives based on entertainment properties. Marketing initiatives could encompass films, television programming, music concert tours and performer tie-ins, e-commerce, Web content, interactive marketing and promotions, said Marrs, 35.