Ten Alps boosted by Omnicom link-up

Ten Alps, the media company part-owned by Sir Bob Geldof, has signed a deal with US advertising giant Omnicom to develop its event marketing business. It is aiming to generate contracts from its collaboration with Omnicom's event marketing subsidiary, the Radiate group.

"Brand-driven content is going strong in the US, and Europe is not far behind," said Sir Bob, who also has a seat on the Ten Alps board. "This market is important to us."

Radiate's European managing director, Marc Bushala, said it was looking to make its clients' brands "an intractable part of the entertainment content as opposed to an interruption". "Increasingly, our clients want creative and impactful programmes that allow their brands to connect and engage consumers, not just a 30-second spot."

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