• by David Goetzl  @dgoetzl, July 30, 2008

Independent agency RPA, with high-profile client Honda, is making branded entertainment a more permanent part of its media operations. Steve Rossmann joins the agency from Hollywood's Gersh Agency as branded entertainment manager, heading the unit within a unit.

RPA said the group "will specialize in brand integration, co-sponsorships, custom content, endorsements, product placement and promotions."

The Los Angeles agency's COO, Bill Hagelstein, said RPA has "experience extending our clients' brands with product placement and brand integrations on TV and other media thanks to our established relationships (and) ... it is a natural progression for the agency to broaden our client services in order to maximize clients' media value in the marketplace."

Rossmann headed branded entertainment and digital media at Gersh. His previous experience includes stints working on branded entertainment at Gersh competitor Endeavor and at Sony Pictures Digital Entertainment, where he focused on the mobile space.