U.S. International Media, the Los Angeles-based independent media shop run by agency veteran Dennis Holt, has formed a new unit called Patriot Media Group (PMG) which will specialize in placing 10-second closed-captioned sponsorships.
USIM has appointed Steve Berger president of PMG and Scott McHugh as vice president, client services.
The appointments reunite Berger and McHugh with Holt, the founder and former CEO of Western International, which was subsequently bought by the Interpublic Group and rebranded Initiative. Berger and McHugh ran Western/Initiative’s Pic Media, also a specialist in placing short-form spots.
PMG has partnered with Time Warner Cable Sportsnet and Deportes as the exclusive representatives for close-captioned sponsorships for the Los Angeles Lakers, the LA Galaxy soccer team and starting next season, the LA Dodgers.
Patriot will also work with Fox Sports, HTS and nationally syndicated TV shows to offer 10-second spot sponsorships, per the agency.
Subsequent to Pic Media, Berger and McHugh ran TV 10s a similar unit that was part of KSL Media which shuttered in September.
Commenting on the hires, Holt said of Berger and McHugh: “Their experience and passion for the business compliments our entrepreneurial spirit.”
USIM has 20 offices in the U.S. with billings of over $750 million, per the agency.