OMD Europe rolls out branded-content unit

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[London] Omnicom Group's OMD Europe is starting a branded-content unit called Fuse with Omnicom's Radiate Group, a global network of 36 branded-entertainment agencies, including GMR in the U.S. Andrew Lord, OMD Europe's director of content and entertainment, will run Fuse. The venture is initially just for Europe, but if Fuse is successful, the relationship is likely to be extended into other markets. Mr. Lord said Fuse already has 15 possible projects.
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