Agreement gives Chicago media agency first look to all of production company’s digital wares
Who says there’s no money in online video?
Gail Berman and Lloyd Braun’s Berman Braun Productions has signed a deal with Starcom MediaVest Group that gives the Chicago-based media agency a first-look sponsorship option for all of the production company’s online content.
The four-year deal, first reported by All Things Digital, is valued at about $100 million.
Representing Coca-Cola, Wal-Mart and Procter & Gamble, Chicago-based Starcom — the media-agency division of global ad giant Publicis — represents some of the biggest consumer brands in the world.
"Our clients are rightfully demanding a more robust pipeline of digital programming options beyond what exists," said Starcom CEO Lauran Desmond to the New York Times. "It is essential for us to help curate and create the content that will fill this gap."
Launched in February 2009 on MSN, Berman Braun celebrity site Wonderwall enjoyed 12.4 million unique users in July, according to comScore.
Also launched on MSN, beauty and lifestyle-themed Glo scored 5 million uniques in July.
"The missing piece has been having a partner who can supply a continuous revenue stream," Braun told The Times.
Berman Braun was founded in 2007, with the joining of former Paramount Pictures and Fox Broadcasting executive Berman, and ABC and Yahoo! executive Braun.
As entertainment president of Fox, Berman is credited with bringing "American Idol" to the network. Braun," meanwhile, is noted for greenlighting "Lost" and "Desperate Housewives" at ABC.