• by Wayne Friedman , November 30, 2007

GroupM's MindShare is bolstering its entertainment executive ranks with the promotion of David Lang to president of MindShare Entertainment.

Lang had been director of programming for MindShare Entertainment since 2005, and had been involved in many projects. Most recently he handled Webisodes for Unilever's "Dove Calming Night" starring Felicity Huffman and directed by Penny Marshall.

Lange was hired by Peter Tortorici, who was instrumental in starting up MindShare's efforts in 2003 in the branded entertainment and entertainment marketing arenas. Tortorici is now president of GroupM Entertainment, a division of MindShare parent GroupM.

"It was a well-deserved promotion," said Tortorici. "David and his group have done some amazing things."

Also for Unilever, MindShare created "In the Motherhood," an entertainment program for moms featuring user-generated content, starring Leah Remini and sponsored by Unilever's Suave brand and Sprint. MindShare also spun off a Web-based series from "24" called "The Rookie," sponsored by Unilever's Degree deodorant.

"Three years ago, we couldn't do what we are doing today," says Lang. "In my opinion, it's just going to grow--especially in this fragmented media world where advertisers are looking for new and different ways to break through clutter."

Starting in 2008, MindShare Entertainment has some six projects that will be greenlit, none of which Lang could discuss in detail. Tortorici also hinted that another GroupM agency, Mediacom, would be making an announcement soon concerning its entertainment marketing efforts.

Lang came to MindShare in 2005 as a senior vice president of development and production at Lorne Michaels' Broadway Video. He was also an Emmy-winning producer on "The Rosie O'Donnell Show."

Adding to Lang's team at MindShare Entertainment will be MindShare Strategic Planning Director Steven Piluso, who will have a new position as director of content.

MindShare Entertainment producer Gregory Manago is being promoted to supervising producer, and freelancer producer Lindsay Gravin is joining MindShare Entertainment as a producer.