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Integrated marketing operation Viacom Velocity has opened a Los Angeles office, Variety has learned exclusively.

The West Coast group is being created to meet movie studios’ increasing demand for custom-branded content campaigns for all major studios — not only Viacom’s Paramount. Recent titles handled by Viacom Velocity include  Universal’s “Sisters” and “The Boss,” and New Line’s “Central Intelligence.”

The Los Angeles team is being led jointly by Chris Lenz, senior VP of creative and production, and Danielle Della Corna-Kupchak, senior VP of integrated marketing. Lenz reports to exec VP Niels Schuurmans, and Della Corna-Kupchak reports to exec VP Dario Spina.

“Viacom Velocity has developed trusted collaborations with movie studios in part because of our proven success delivering tailored creative campaigns that redefine marketing and demand the attention of targeted audiences that live uniquely throughout Viacom’s brands,” said Schuurmans.

For example, the campaign for “Central Intelligence,” an action-comedy starring Kevin Hart and Dwayne Johnson, includes the duo hosting the MTV Awards on Sunday.

For “The Boss,” which opens Friday, the campaign featured stars Melissa McCarthy and Kristen Bell appearing on a Comedy Central talk show of their own and discussing such offbeat topics as the sex appeal of co-star Peter Dinklage.

The West Coast group is comprised of 25 writers, producers, editors, designers, account managers and directors. In addition its work on movie campaigns, Viacom Velocity works for Viacom brands such as MTV, Comedy Central, VH1, CMT, Spike, TV Land and Logo.

Lenz and several members of his team are relocating to Velocity’s Los Angeles office from the New York office. He has been with Velocity New York since 2013. Prior to that, Lenz was an executive producer at BBDO, a senior VP of video and content at Sony Music Entertainment, and VP of production at Grey Worldwide.

Della Corna-Kupchak will continue to spearhead branded marketing, social programming and content for Velocity’s movie studio business in Los Angeles, as she has done since 2010.

Viacom Velocity is part of the marketing and partner solutions division led by Jeff Lucas. It’s involved in 85% of all marketing campaigns at Viacom and has grown from 30 to 230 people in just three years.