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[Press
release, Los Angeles, March 2002]
Renowned Marketing Exec Scott Mednick to
Lead as CEO of Group which will Utilize
Entertainment Platforms to Redefine Advertising
and Branding Programs.
[Press
release, Hollywood, 14th March 2002]
Mandalay Entertainment chairman Peter Guber
has announced the formation of a new company
to be called Mandalay Branded Entertainment
(MBE). In the rapidly changing environment
of both advertising and entertainment, the
company will offer corporate clients a new
approach to brand reach and brand building
through its myriad of entertainment and
communications services. The formation of
the company marks the first time a major
Hollywood production entity has stepped
forward to lead Fortune 500 companies in
the new world of Content Marketing.
“The
future and fusion of entertainment content
and brand marketing is upon us. Mandalay
Branded Entertainment will lead that vision
in a way traditional studios, advertising
and talent agencies, and technology firms
cannot and have not, “said Guber.
“Entertainment and storytelling are
the most important components of persuasive
communication, and MBE creates the new model
for delivering those communication services,
to and for brands, in a variety of industries.”
Guber
has selected Scott Mednick, a 20-year marketing
veteran, to lead the group as president
and CEO. Mednick has made his mark on the
entertainment and creative landscapes through
successful campaigns and designs for the
top entertainment companies in the world,
in addition to significant corporate work
for leading worldwide brands including Reebok,
Coca-Cola, the NBA, NFL and NHL, Sega, Apple
Computers.
Mednick is also considered one of the originators
in the e-service business, having created
one of the first interactive marketing companies.
“It’s clear to many of us that
entertainment, technology and advertising
are colliding and creating a new landscape
for marketing, “said Mednick. “For
the past 20 years, I have been running companies
in each of these industries. With MBE, I
have an unprecedented opportunity to help
shape this historic shift in the way marketing
will be done in the age of content.”
“Mandalay
Branded Entertainment provides clients with
a comprehensive range of services previously
impossible to find under one roof,”
added Mednick. “With the benefit of
a full array of advertising and marketing
services, along with incredible ability,
credibility, and connections in the entertainment
industry, we believe this union of talents
and execution strategy creates a new paradigm
that immediately distinguishes Mandalay
Branded Entertainment from all other communication
services and entertainment firms.”
Mandalay and Guber have earned a reputation
over the years for pioneering next generation
entertainment business models. Mandalay
has been particularly effective at utilizing
its expertise in the areas of entertainment
content creation and marketing on multiple
distribution platforms and will bring this
skill set to corporate clients in areas
including films, television, internet, music,
sports and live events.
The
Managing Partner of the MBE venture is Greg
Sabatino who has been associated with Mandalay
for the past three years, when he and Guber
began to develop the concept of branded
entertainment/ He is also chairman of Flynn,
Sabatino and Day, a top 200 advertising
agency.
“We recognized some time ago that
traditional advertising alone would be insufficient
to reach all the audiences critical to business
and brand success in the future, “said
Sabatino. “In our view, what has emerged
as the missing ingredient is branded entertainment:
the ability to create leading entertainment
properties and persuasive communication
messages combined with the full service
abilities of an advertising, marketing and
communications agency.”
MBE
will utilize the broad experience and resources
of Flynn, Sabatino and Day and the Mandalay
family of companies to continue to develop
cutting edge entertainment vehicles that
provide a unique platform for brand expansion
and recognition.
The Mandalay family of companies, chaired
by longtime entertainment industry pioneer
Peter Guber, includes Mandalay Pictures,
Television Pictures, E-Media and affiliated
companies in the areas of sports team ownership
and operation and sports marketing consultation.
Recent Mandalay Pictures projects include
the successful 2001 films Enemy at the Gates
and The Score. Serving Sara, starring Matthew
Perry and Elizabeth Hurley, is scheduled
for an August, 2002 release while the Mandalay
Pictures production Beyond Borders is currently
filming at locations throughout the world
starring Angelina Jolie and Clive Owen and
directed by Martin Campbell.
Scott Mednick has a long standing reputation
as a creator and innovator through design
of some of the most recognizable logos in
the world, including Columbia Pictures and
Reebok, and the creation of marketing programs
and platforms in tune with technological
advancement and changing marketplace attitudes.
He was at the forefront of the development
of Internet marketing through his firm THINK
New Ideas, which quickly established itself
as one of the largest interactive marketing
firms in the world through work with Coca-Cola,
Sony, IBM, Chrysler, Oracle and Gillette.
Mednick is a graduate of the Rhode Island
School of Design and holds a Masters degree
in Applied Psychology from the University
of Santa Monica, and was the founder of
the Los Angeles-based advertising boutique
The Mednick Group, where he worked extensively
in the entertainment industry through the
creation of motion picture advertising campaigns,
logos and credits for top films and television
shows.
Greg
Sabatino plays key management roles for
companies in the advertising, entertainment
and film industries, and has been known
throughout his 30-year career as an innovator
in creating new business models, new concepts
and new communication platforms and channels.
As Chairman of Flynn, Sabitino and Day,
a top 200 advertising agency, he has created
a marketing communications powerhouse, known
for its brand-and business-building work
for both national and regional companies.
He partnered with Peter Guber in 1999 to
create a new paradigm and business model
by bringing the concept of branded entertainment
to tradition advertising and communications
platforms. His leadership of Mandalay Advertising,
Marketing and Communication Services brought
branded entertainment to life, proved the
business model and provided the foundation
for the launch of Mandalay Branded Entertainment
in 2002. He serves as Managing Partner of
MBE to leverage more fully the potential
of branded entertainment. While known for
his business acumen and business ethics,
his passion is film.
He formed Sunlion Production in 1998 to
take on select, high quality projects, and
work with both the industry’s best
and young talent helping them develop and
produce their “passion projects.”
Flynn, Sabatino and Day, with offices in
Los Angeles, New York, Cincinnati and Dayton
has more than 100 employees and capitalized
billings over $100 million annually.
FSD services major corporate clients including
Taco Bell, Proctor and Gamble, NCR, Lexis
Nexis and fifth Third Bank, providing proven
award-winning marketing communications,
including strategic planning and branding;
creative; media strategy, planning and buying;
corporate communications; e-business and
e-marketing services.
For
enquiries or additional information contact
Mandalay at info@mandalay.com
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