Omnicom Expands Fuse

NEW YORK Omnicom Media Group said it is expanding its Fuse brand to North America and has tapped PHD’s Steve Grubbs to run it, effective immediately.

Grubbs, CEO of PHD North America, will continue to be based in New York in the newly created position, CEO of Fuse Sports and Entertainment Group North America.

The unit aligns four of Omnicom Group’s sports and entertainment marketing agencies: Highway Entertainment, which distributes content; Optimum Entertainment, which provides entertainment strategies for TV, film and digital platforms; Optimum Sports, which focuses on media strategy and buying for sports-related marketing and provides rights negotiations and property development; and Full-Circle Entertainment, which provides content and production services in brand integration. Full Circle’s CEO Robert Riesenberg is adding presidential duties for Fuse Sports and Entertainment Group.

“It brings together a lot of synergies,” Grubbs told Adweek, when asked about the new structure. “Each of these four companies specializes in something different. If you can provide all of their services at once, with a single coordination point, that would produce a more powerful service offering.”

Taking over for Grubbs at PHD is that agency’s New York president, Matt Seiler, who is adding CEO, North America, to his title.

Grubbs, 55, reports to Omnicom Media CEO Daryl Simm.

“The coordination aspect is key,” Grubbs said of the four companies, whose heads now report to him. “Right now, we might have one client working with Optimum Entertainment. We need to see if we can also service that client with an even stronger resource by introducing one of the other companies to their business.”

The four companies will retain separate P&Ls, but comprise a single P&L for Fuse.

Seiler, 45, joined PHD in 2004. Before that, he was Omnicom Group’s integration leader for PepsiCo, for three years.

From 2000 to 2001, Seiler was managing director of the New York office of independent Wieden + Kennedy.

A longtime member of the Omnicom family, Seiler had been director of strategic planning for the company’s BBDO in New York from 1996 until 2000, when he left for Wieden. He has also worked at Goodby, Silverstein & Partners.

Grubbs declined to name clients of Fuse companies. Some of the clients serviced by Omnicom Group agencies include DaimlerChrysler, PepsiCo, Frito-Lay, AT&T, Procter & Gamble, Bank of America, Mars and Adidas.

In a statement, Simm said that Grubbs’ “deep experience in this area, combined with his reputation with media companies and advertisers, puts Fuse Sports and Entertainment Group in a great position to bring new and innovative ideas to clients.”