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SMG gets lead for branded content unit

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Olivier Gers has joined Starcom MediaVest Group (SMG) as global president, LiquidThread, SMG’s branded entertainment content unit.In his new role, Gers (pictured) will be responsible for building the global LiquidThread business and expanding opportunities globally with brands, local production studios, networks and distribution organisations. He will oversee a range of content marketing offerings, including digital marketing strategies, core partnership models and the development of brand programming.Gers will work closely with Brent Poer, who will continue to serve as president, SMG LiquidThread North America, reporting to Brian Terkelsen, CEO of MediaVest. Terkelsen will continue to have executive oversight over LiquidThread, in addition to his MediaVest role.All regional leadership outside of North America will report to Gers, who will be based out of the SMG London office.Most recently, Gers was CEO for the Endemol Worldwide Brands division, a production company at Endemol Group in London. In this role, he led the monetisation of the ancillary rights of Endemol’s key properties, including television shows Big Brother, Deal or No Deal, Wipeout and Star Academy. He managed the global team responsible for all commercial extensions across licensing, merchandising, digital, gambling, gaming, live events, sponsorship and brand relations and music publishing.Among his prior posts, Gers served as general manager at FremantleMedia Licensing Worldwide where he managed global ancillary activities for one of world’s leading producers and distributors of entertainment programming. He was also responsible for developing product and promotional associations for each property. He also served as senior vice president, Digital at IMG Worldwide and in other content development leadership roles throughout his career.“At Starcom MediaVest, we are passionate about new content possibilities, new ways of telling brand stories in new places, and new platforms and emerging technologies that will change how our clients inform, engage—and even befriend—their audience,” said Terkelsen.

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