Viacom Is Creating a Full Division Devoted to Branded Content

Neils Schuurmans, Dario Spina will run the new unit

Viacom is doing at scale something that TV entertainment companies—especially those with a wide footprint in the unscripted world—are relying heavily on for growth: It's creating a full division devoted to branded content. (The Nickelodeon family of kids' networks isn't a part of this—those channels operate under very different advertising rules.) The new group is called Viacom Velocity and will work closely with the marketing divisions of every adult network in the Viacom portfolio, including Comedy Central, MTV, VH1, Spike, TV Land and BET.

The original content part of the unit—creative solutions, run by Neils Schuurmans, formerly evp of marketing and exec creative director at Spike—will serve partly as a think tank for new ideas.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in