After CBS dropped out of Viacom Plus last November, MTV Networks rebranded the group as Brand Solutions to focus solely on MTV properties with major clients such as Procter & Gamble and Masterfoods. The CBS/MTV split frustrated several marketers who had been using the platform as a way to seamlessly buy time across multiple channels.
Peter Gardiner, partner-chief media officer for Deutsch, was hopeful after the split. He told Ad Age in November, "I love working with them, so from that standpoint, I'm disappointed. But the good part is it won't be the cloudy mess of CBS is one company, Viacom is another."
The nine remaining Brand Solutions employees have been reassigned to focus on youth in the three clusters in the MTVN sales group: kids and family (Nickelodeon, The N, Nick at Nite); MTV and Logo; and entertainment (VH1, Comedy Central, Spike).