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BtoB

Mediabrands forms branded entertainment unit

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New York—Mediabrands, the media management unit of Interpublic Group, has formed a branded entertainment unit called Ensemble.

Ensemble is led by President-CEO Scott Donaton, the former the publisher of Entertainment Weekly. Before leaving EW in April, Donaton served as publisher of Crain Communications Inc.'s Advertising Age, a sibling publication of BtoB.

Through an alliance with Media Link, a business development firm, Ensemble will help Mediabrands' clients develop strategic branded-entertainment opportunities, the company said.

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