• by Joe Mandese  @mp_joemandese, July 30, 2009

Interpublic has re-branded its branded entertainment operations, and it has tapped a well-known ad industry brand to manage it. Scott Donaton, former publisher of Entertainment Weekly and Advertising Age, will lead "Ensemble," the new name of Interpublic's Mediabrands' branded entertainment unit. Donaton becomes president-CEO of Ensemble and a full-time company associate.

Interpublic said the new unit, which includes Universal McCann, Initiative and Media Link, would operate in an alliance with advertising and media industry consulting firm Media Link LLC, headed by Michael Kassan. As such, Donaton will have a shared reporting structure to stakeholders in the new unit.

Interpublic said Donaton would work with Mediabrands agencies and their clients to "bridge the gap between marketers and the entertainment industry."

Specifically, Interpublic said Donaton would be working with the existing entertainment teams inside Initiative, UM and Interpublic's Specialty Service Groups in an effort to bring "first-look" opportunities to their clients.

While editor at Advertising Age, prior to becoming its publisher, Donaton championed the concept of "Madison & Vine," a publishing and event franchise that has lost some steam within the industry and Crain Communications, but it spawned a lot of energy and excitement around the field of branded entertainment marketing.

Ironically, two of Donaton's "Madison & Vine" colleagues, Ad Age journalists Richard Linnett and Hank Kim, bolted the magazine at the height of the frenzy to form a branded entertainment unit within Interpublic rival Havas. They have since moved on.