Brand Arc brokered deals to place

Kevin McAuliffe, the founder of Universal Television Networks’ branded entertainment practice, has joined Brand Arc as managing director of the agency’s New York office.

“Kevin’s strategic efforts for NBCU drove brand and network marketing goals and revenue through content deals that utilized partner assets across all platforms, including social, mobile, on-air, print and experiential,” said Rob Donnell, founder and president of Santa Monica, Calif.-based Brand Arc. “We look forward to applying his network experience and insights to developing opportunities on the agency side.”

McAuliffe NBCU’s branded entertainment biz, when NBC and Universal merged in 2004, and as senior VP of branded entertainment for NBCU Cable Entertainment, he oversaw digital content strategy partnerships for brand clients across USA, Bravo, Oxygen, Esquire, Style, E! and Syfy networks.

Brand Arc has produced a variety of entertainment-based campaigns for clients like Toyota, AT&T and Genentech across film, TV, video games, mobile and digital platforms.

Those include having Toyota sponsor all five seasons of ABC’s “Modern Family” (see above), and nine seasons of Bravo’s “Top Chef,” which included considerable product placement.

McAuliffe already had a relationship with Brand Arc, having worked with the agency from the distributor side for close to a decade.

“I’m excited to join Brand Arc as they launch an East Coast presence,” McAuliffe said. “This company’s focus, innovation and creativity within the discipline allow brand partners to meaningfully tell consumers stories through original content engagement.”

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