Magna, Brand New World Become Allies

NEW YORK Interpublic Group’s Magna Global Entertainment and digital production company Brand New World have formed a strategic alliance designed to provide creative alternatives to the 30-second spot.

Magna here and Brand New World, with offices in both New York and Alexandria, Va., said they would develop and produce both short-form interstitial and long-form brand-based content for video-on-demand, broadband, wireless and in-store retail networks.

The companies also plan to craft short-form creative units for broadband streaming platforms such as MSN Video, Yahoo! Launch and AOL Broadband.

“What this alliance will enable us to do is help MGE broaden the consumer touch points they can provide for any given advertiser,” said Alan Schulman, chief creative officer of Brand New World, in a statement

Schulman, former creative director of IPG’s Universal McCann, was previously responsible for extending traditional advertising campaigns into new and advanced media platforms for clients including MSN, Coca-Cola, Sony, Johnson & Johnson and L’Oreal. He co-founded the digital production company BNW in 2004 with former AOL Time Warner online executive Alan Feldenkris.