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RDF, Omnicom Partner For Branded Content

  • Variety, Tuesday, March 24, 2009 9:30 AM
Omnicom Media Group is handing over oversight of its branded entertainment unit Full Circle Entertainment to RDF Media USA. RDF produces nonscripted reality series, such as "Wife Swap" and "Secret Millionaire."

Under the new venture, Full Circle Entertainment will operate as an independent entity under RDF and will continue to be led by CEO Robert Riesenber. RDF, headed by Chris Coelen, becomes the majority stakeholder in Full Circle. Riesenberg will report to Coelen in the new setup.

Omnicom will also help with product integration across RDF's TV and digital slate. The partnership gives Omnicom and Full Circle access to RDF's global production and distribution machine, as well as its stable of talent. Meanwhile, RDF can tap into the leverage and clout of Omnicom, one of the world's largest advertising and marketing services companies. Five-year-old Full Circle has produced more than 100 hours of programming with 25 national advertisers.

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