ViacomCBS Australia and New Zealand has announced the launch of Effect, a new, premium integrated marketing solutions business.
The full-service business is purpose-built to help marketers create innovative brand partnerships and activations across the ViacomCBS portfolio of brands, including 10, 10 Bold, 10 Peach, MTV, Nickelodeon, Nick Jr, 10 Play, 10 Speaks, 10 All Access, CBS Interactive, Comedy Central and their related digital and event properties.
The launch of Effect follows the merger of the Network 10 and ViacomCBS Australia and New Zealand sales teams on 1 May.
ViacomCBS Australia and New Zealand chief sales officer, Rod Prosser, said: “The joining together of ViacomCBS and Network 10 has created a content powerhouse spanning the best local and global brands, shows, event sports, digital media and events.
“Right now, marketers are searching for new ways to create authentic and effective connections with consumers, increase their share of voice and build sales.
“ViacomCBS now gives clients phenomenal reach across every age and every stage in the under 50s market,” he said.
“Over the past 18 months, we have executed over 60 sponsorships across the Network 10 assets alone. With the arrival of Effect, that offering is supercharged by our expanded playground, including all 10 brands and tentpole shows, news, event sports, Nickelodeon, Nick Jnr, MTV, digital and social media, and live branded events.
“Effect is a team of high-performance partnership and sponsorship specialists who will enable brands to play a role in our engaging and culturally relevant brands and platforms. The effect of Effect will be second to none,” Rod said.
As part of the announcement, the role of Network 10 national sales director Lisa Squillace has been expanded to include Effect. Nisar Malik and Tamar Hovagimian have been appointed sales director and partnerships director, respectively, of Effect. Both report to Lisa.
Lisa said: “The combination of the 10 and ViacomCBS brands means that through Effect, we can offer a unique, integrated sales solution that is powered by market-leading specialists, expertise, service and technology.
“Effect is more than a new sales department. It represents a new way of harnessing the power of the ViacomCBS brands, which reach 17 million Australians every month, to create bespoke and highly effective ideas for our clients and execute them across our premium platforms.
“It will also offer clients solutions that are relevant in our market and can be leveraged globally through the ViacomCBS network,” she said.
“Nisar has done a brilliant job as Network 10’s national sport sales director and is perfectly placed to take on this new role at Effect. Working side-by-side with our marketers and agencies, he will create new opportunities and take access to our audiences to a new level – any time and on any platform.
“Tamar will work with our producers and production partners to create, develop and activate brand partnerships with razor-like precision. Tamar has led a phenomenal team at Network 10 for many years, delivering countless campaigns and hundreds of very happy clients. I am so excited to see how much further she and the team can take our new, expanded offering,” Lisa said.
The announcement of Effect also follows the launch of a new ViacomCBS independent agencies and direct sales division.