Barnett Gets Inside Brand Integration

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Doug Scott has left his fledgling branded entertainment company, Matter, to become senior VP-general manager of Interpublic's Bragman Nyman Cafarelli Marketing and Public Relations' New York operations. Scott's partner at Matter, Andy Marks, will continue as principal of the New York-based outfit.

ABC has named Suzanne Patmore-Gibbs senior VP-drama development. Josh Barry was also named VP-drama development and Jocelyn Diaz will be director of drama development. Patmore-Gibbs and Barry come from Disney Co.-aligned production studio Touchstone Television.

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Name: Bill Barnett

Age: 46

Who he is: President, Inside Entertainment Ventures. Barnett, a man with a breadth of experience spanning both sides of the Madison + Vine intersection, launched his Los Angeles-based brand integration company in 2003. Inside's client roster includes his former employer Telepictures/Warner Bros., NBC, reality TV forerunner Bunim/Murray Productions, Clairol and T-Mobile.

Where he's from: Barnett cut his teeth in media buying at Foote Cone and Belding. Then he was bit by the entrepreneurial bug, which led him to create Barnett/Robbins Enterprises, a radio production and syndication outfit, which he later sold to MCA Records. He also has experience in syndicated TV programming, having developed "Roggin's Heroes," a sports show. In 2000, Barnett became exec VP of Melanie Griffith's marketing company OneWorldLive, where he was in charge of sponsor alliances. He was most recently the head of product integration for Telepictures, working shows like "The Bachelor" and the "Caroline Rhea Show."

What he's done: For Caroline Rhea, Barnett, while at Telepictures, integrated into a weekly travel segment. For NBC's daytime reality show "Starting Over," Barnett was instrumental in the cross-platform integration of Clairol Nice 'n Easy into that property.

What's next: For Buena Vista's new Tony Danza show, Barnett will be integrating brands into a makeover segment.

Stock-in-trade: "The content people—the producers, writers, directors—need to know they're dealing with somebody who's sensitive to what they're trying to accomplish." Barnett stresses the importance of subtle integration for brands, eschewing the "hammer" approach.

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