RDF USA is setting up an ad-funded content division with US brand management firm Omnicom. Omnicom’s Full Circle Entertainment will operate independently, but align itself with RDF USA and operate under its umbrella as it develops and produces advertiser related content.
RDF USA, the US division of the UK independent producer and distributor RDF, said it will focus its attention on four areas: connecting advertisers to programming; connecting brands to personalities; creating new TV production models; and distributing branded messages around the world.
Full Circle will also look at RDF’s slate of shows and evaluate opportunities to connect them with advertisers and vice versa.
Full Circle has already created branded content for AT&T and Heineken among others. It is headed by Robert Riesenberg.