MTV to Sell Commercial Services

NEW YORK – Basking in the success of recent advertising award show wins for its in-house promos, MTV is now offering commercial services to outside clients through its animation department.
MTV Animation, which was once a part of the on-air promotions division but is now separate, is headed by president Abby Terkuhle, who is best known for bringing Beavis and Butt-head to the network. The unit’s first outside job was a 7-Eleven spot by The Richards Group in Dallas, which is currently airing and combines live action and animation.
Terkuhle estimated that there are 200 animators in his department who divide their time between programming, promos and movies. “Working on commercials is a way to keep our talent pool under one roof in between other commitments,” he said.
Separately, two top creatives from MTV’s on-air promotions unit are leaving the company. Tom Kuntz and Mike Maguire, a team that took home One Show gold and bronze pencils this year, have resigned to pursue a joint career as a directing team. Kuntz and Maguire, whose past work includes ads featuring Samuel Jackson, Ben Stiller and Madonna, are talking to several production houses for representation, sources said.
A former creative team from Kirshenbaum, Bond & Partners in New York, Kuntz and Maguire joined MTV a year ago, where they helped create, by their estimation, more than 40 promos.
Alan Broce, MTV’s vice president marketing, said he is negotiating a relationship with Kuntz and Maguire in which they can continue to work on projects for on-air promotions outside of the unit.