AWE Joins Radiate

Omnicom rejiggering continues

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%%STORYIMAGE_RIGHT%% As the next move in its continuing mission to offer its client base a broader palette of marketing tools, Omnicom Group has tasked one of its prominent entertainment marketing execs, Aaron Walton, to infuse a greater content-creation capability in the holding company's experiential marketing unit, Radiate Group.

Los Angeles-based Aaron Walton Entertainment, formerly a Diversified Agency Services unit within the holding company, will be folded into the smaller Boca Raton, Fla.-based unit, Radiate, which focuses on event and sports marketing, and, with Walton's help, looks to bolster its branded TV programming capability.

"Aaron is going to oversee the development of Radiate Group's entertainment proposition to clients. His role is to try and look at the organization and our capabilities and form customer solutions," said Steve Groth, Radiate president. "There are a number of acquisitions we are talking about in various sectors of entertainment." He declined to give specifics.

AWE's migration to Radiate comes on the heels of the holding company's hiring earlier this month of Robert Riesenberg to run a branded entertainment production unit under the auspices of Daryl Simm's Omnicom Media Group. At the time, Omnicom Exec VP Bruce Redditt declared that Riesenberg's arrival would not mean that other Omnicom units wouldn't be free to pursue their own programming initiatives as well as collaborating with Riesenberg.

%%PULLQUOTE_LEFT%% AWE and Radiate are collaborating with Omnicom media shop OMD and the producers of a proposed TV series based on a successful U.K. show, called "Great Britons." Sponsors and a network have yet to be secured on the deal.

Radiate Group came into being in 1998 after Omnicom acquired events and promotion firm GMR Marketing. Also in the fold are companies such as C2 Creative, a business-to-business marketing firm.

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