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LOS ANGELES Independent RPA is launching a branded entertainment discipline within its media communications group and has hired ex-Endeavor agent Steve Rossmann to run it.
Rossmann said his enterprise would go beyond product placement to include television and film promotion, event marketing, entertainment properties, co-sponsorship opportunities and digital custom content “to reach young consumers.”
“We’re interested in short-form content,” said Rossmann, who started at the agency as branded entertainment manager last week, reporting to Lisa Herdman, vp and associate director, network programming.
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