Rochelle Deckelbaum to develop branded content for unit

Rochelle Deckelbaum has joined Ensemble, IPG Mediabrands’ entertainment arm, as VP of branded content.

In her new role, Deckelbaum will focus on pairing up content creators, studios and talent agencies with marketers at brands looking to produce entertainment for various platforms in order to make their products stand out more with consumers. She will be active in the development of those projects.

Ensemble works with IPG Mediabrands’ sister agencies UM and Initiative, and the Interpublic Group’s creative agencies and clients.

The branded entertainment shingle recently produced Denny’s web series “Always Open,” hosted by comedian David Koechner, and BMW’s “Alter/Egos,” that featured Ed Norton, Kevin Bacon and Donna Karan. Deckelbaum already is working with L’Oreal to develop a new property.

Deckelbaum most recently served as a director at Green Room Entertainment, the branded entertainment arm of Omnicom. During her five-and-a-half year tenure at the agency, she led the development, negotiation, and activation of strategic branded content partnerships across all platforms for clients including Beiersdorf, Hersheys, and PepsiCo. Before Green Room, Deckelbaum worked at product placement agency NMA Entertainment and Marketing, owned by Bill Gates’ Corbis.

“Rochelle is a brand-savvy innovator who is highly regarded for her smart combination of business experience and branded content expertise,” said Scott Donaton, president and CEO of Ensemble, to whom Deckelbaum reports. “As we develop compelling programs that connect brands to audiences, the addition of Rochelle makes us a more powerful partner to our clients and collaborators.”

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