• by David Kaplan , January 27, 2005

Looking to bolster its branded entertainment initiatives, Publicis Groupe's MediaVest has hired former MTV producer Peter Demas as VP, director of production.

Demas, 42, will lead the strategic development, creative oversight, and production process for branded entertainment initiatives. He reports to Brian Terkelsen, senior vice president, director of entertainment marketing.

A 15-year media and branded entertainment veteran, Demas has spent 12 years at MTV Networks, where he served as supervising producer and director of the "Rockumentary" series. He was also instrumental in the creation of MTV and VH1's Home Entertainment division worldwide.

Most recently, Demas held the post of principal creative executive at Little Biggies, a consulting post where he created programming and media strategies for a variety of companies, including Rodale Publishing and Firemenich.