ViacomCBS ramps up intergration offering under 10's Effect brand

News 9 Jun 2020 - 3 min read

ViacomCBS ramps up intergration offering under 10's Effect brand

By Press release - Network 10

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ViacomCBS Australia and New Zealand today 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 told Mi3 the business would view the move as the launch of a new division, despite 10Effect already being a part of the internal sales team.

"For us, it's being viewed internally as a new means of conversing to clients with a full, cross-platform offering, that sees 10 provide even more reach than before," Prosser says.

“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 portfolio."

The new division will cover all of the media company's platforms including all 10 brands and tentpole shows, news, event sports, Nickelodeon, Nick Jnr, MTV, digital and social media, and live branded events.

As part of today’s 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 Squillace.

Squillace told Mi3 the move to include sports as part of the wider integration offering was a signal of ending "legacy" sports sales structures and realising the role it plays in the tentpole and broader entertainment space.

"You'll start to see integrations across the platform in a way that will be unique to all the other major networks and it will be seen throughout all of our assets," Squillace says.

"Clients will now also have access to international programming and subsequently the ability to reach millions more globally, something that will become a unique proposition held only by us."