Mandalay goes marketing

MBE plans to target clients in array of industries

HOLLYWOOD — Peter Guber’s Mandalay Entertainment is launching a new marketing consultancy called Mandalay Branded Entertainment, which aims to build brand strength for clients through film, TV and new-media projects to be produced by Mandalay.

“The future and fusion of entertainment content and brand marketing is upon us,” Guber said. “Entertainment and storytelling are the most important components of persuasive communication, and MBE creates the new model for delivering those communication services.”

MBE will target clients in an array of industries.

“There are several clients we’re already dealing with,” Guber said.

Details of initial projects weren’t immediately available. Mandalay Entertainment’s other units include Mandalay Pictures, Mandalay Television, Mandalay Sports and Mandalay E-Media.

Greg Sabatino, chairman of the Flynn, Sabatino & Day advertising agency, has been associated with Mandalay Entertainment for three years and will serve as managing partner of MBE. The ad agency will contribute services to the venture.

“We recognized some time ago that traditional advertising alone would be insufficient to reach all the audiences critical to business and brand success in the future,” Sabatino said. “In our view, what has emerged as the missing ingredient is branded entertainment — the ability to create leading entertainment properties and persuasive communication messages combined with the full-service abilities of an advertising, marketing and communications agency.”

Marketing vet Scott Mednick, a designer of logos for Columbia Pictures, Reebok and others, has been appointed prexy of the new venture, which will be based at Mandalay’s L.A. corporate offices.

“It’s clear to many of us that entertainment, technology and advertising are colliding and creating a new landscape for marketing,” Mednick said. “For the past 20 years, I have been running companies in each of these industries. With MBE, I have an unprecedented opportunity to help shape this historic shift in the way marketing will be done in the age of content.”

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