You will be redirected back to your article in seconds

Omnicom’s Content Collective Lures Rachel Baumgarten From Viacom

Omnicom Media Group’s Content Collective, an agency that specializes in marrying advertisers pitches with content, has hired Rachel Baumgarten, a veteran of Viacom’s advertising ranks, as its new managing director, making her a deputy to Claudia Cahill, who leads the unit.

Baumgarten had been senior vice president of integrated marketing for Viacom’s Music & Entertainment Group, a division that includes cable networks like MTV and VH1.  In that role, she worked extensively with Pepsi, one of Omnicom’s most significant clients, devising ways to weave the soda maker into events like the annual “MTV Video Music Awards.” At Omnicom, she will have the opportunity to work with advertisers such as Apple and Procter & Gamble.

Many advertisers today “are really breaking new ground using technology and different forms of content creation,” said Baumgarten in an interview. “I really wanted the opportunity” to work with new methods and media venues, she added.

Her hire comes as Cahill, chief content officer of Omnicom Media Group, anticipates a swell of interest in weaving advertising into content. Late last year, Pepsi was embedded in the Fox drama “Empire,” making its flagship brand part of a three-episode plotline that culminated in a commercial featuring a character from the program. She expects more advertisers will attempt to create commercials that look a lot like the TV programs they support, and then flank those vignettes with content distributed via social media. “How do we create content on an ongoing basis to have a consistent dialogue with consumers?” asked Cahill.

Cahill expects to place more focus on working on ways to put clients into shows as they are being developed, rather than after they are unveiled by networks in May at TV’s annual upfront market, when the TV outlets try to sell the bulk of their ad inventory. “We are trying to get in front of these opportunities before they get to the upfront,” said Cahill. “There are shows in development we can potentially integrate into our upfront negotiations.”

More TV

  • Pete Davidson Sits Out Final 'Saturday

    Pete Davidson Sits Out Final 'Saturday Night Live' Sketches of 2018

    Just hours after “Saturday Night Live” cast member Pete Davidson posted a message on social media that said he “really [didn’t] want to be on this Earth anymore,” he was absent from the final 2018 live sketches of the late-night sketch comedy show. But although Davidson did not take part in the sketches or appear [...]

  • Pete Davidson photographed by Peggy Sirota

    Pete Davidson Posts Unsettling Message, Deletes Instagram

    UPDATED: “Saturday Night Live” cast member Pete Davidson posted a disturbing message Saturday morning stating he doesn’t “want to be on this earth anymore,” then deleted his Instagram account. In the post, Davidson wrote, “I’m doing my best to stay here for you but i actually don’t know how much longer i can last. all [...]

  • Disney Channel Fires 'Andi Mack' Actor

    Disney Channel Fires 'Andi Mack' Actor Arrested for Plotting Sex With Minor

    Disney Channel has severed ties with “Andi Mack” actor Stoney Westmoreland following his arrest for allegedly trying to arrange a sexual encounter with a 13-year-old. “Stoney Westmoreland, an actor working on the series ‘Andi Mack,’ was arrested in Salt Lake City today,” a Disney Channel spokesperson said in a statement Friday. “Given the nature of [...]

  • Russian Doll

    TV News Roundup: Natasha Lyonne's 'Russian Doll' Sets Netflix Premiere Date

    On Friday’s roundup, Netflix announces the premiere date for “Russian Doll” and Benedict Cumberbatch’s “Brexit” film has a premiere date on HBO FIRST LOOKS Showtime has released a new teaser for the upcoming comedy series, “Black Monday,” which will premiere Sunday, Jan. 20 at 10 p.m. ET/PT. The series stars and is executive produced by Don [...]

  • Vanity Fair Review

    TV Review: 'Vanity Fair'

    There’s something comforting about the predictability of a period piece novel adaptation in the Masterpiece Theater tradition. Knowing the story, or even just the rhythms of the genre, there are rarely many surprises. The women will toss off witticisms and cry careful, pretty tears; the men will steel their jaws and declare their love, ideally [...]

More From Our Brands

Access exclusive content