SMG Spins Liquid Thread

Publicis Groupe’s Starcom MediaVest Group has merged three content units — Connectivetissue, Starcom Entertainment and Pixel — into a single entity called Liquid Thread.
 
Brian Terkelsen, who was named president and managing director, will head the new unit. Previously, he ran MediaVest’s branded content operation, Connectivetissue.
 
The reorganization follows the February departure of longtime Starcom Entertainment chief Laura Caraccioli-Davis, who left to join former NBC Entertainment president Ben Silverman’s new company, Electus.
 
The newly formed SMG unit is “geared to create and sequence content across every screen to advance marketer goals,” the agency network said.
 
“Too often, branded entertainment refers to simply placing brands in ready-made entertainment properties,” Terkelsen said. “Liquid Thread moves beyond that, combining social media and human understanding to create content that will reach specific audiences, opening their eyes to experiences and brands in which they’ll want to get involved, and then
share.”
 
Terkelsen reports to Lisa Donohue, CEO of Starcom USA, and Bill Tucker, CEO of MediaVest USA. He joined MediaVest in 2003 and later that year was promoted to run the shop’s branded entertainment operation. Earlier, he co-founded Eco-Challenge Lifestyles with Mark Burnett, and has served as an executive producer for numerous productions on MTV, ESPN and for Discovery Channel’s Eco-Challenge series.