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Endemol Exec Olivier Gers Takes Branded-Entertainment Role with Starcom MediaVest

Veteran exec to supervise overseas business for marketing unit

Olivier Gers, a TV-production executive who has specialized in weaving ad messages into reality series including “American Idol,” is joining a media-buying firm that works for such blue-chip sponsors as Procter & Gamble and Coca-Cola.

Gers is joining Starcom MediaVest Group as president of global business at LiquidThread, the Publicis Groupe-owned company’s branded-entertainment unit. Gers will be based in London and report to Brian Terkelsen, CEO of MediaVest, who also has executive oversight of LiquidThread.

Gers was most recently chief executive officer for the Endemol Group Brands division, where he supervised monetization of ancillary rights for properties including “Big Brother,” “Wipeout” and “Deal or No Deal.” Among his prior posts was general manager at FremantleMedia Licensing Worldwide, where he managed similar activities for programs including “Idol” and “The X-Factor.”

All regional leadership outside of North America will report to Gers. Brent Poer will continue to serve as president of LiquidThread’s North America operations.

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