• by David Goetzl  @dgoetzl, March 13, 2007

As media agencies name chief activation officers, Rainbow networks is bringing the "activation" buzzword to its ad sales and marketing efforts. The networks' sales operations, which cover AMC, WE and fuse, will launch a client activation team.

The group will look to facilitate integrated deals covering multiple platforms affiliated with the networks, stretching from linear feeds to online, mobile and VOD. Marketing opportunities attached to the brands will also extend to out-of-home initiatives.

Terry Holmstrom has been tapped as vice president, client activation and will head the group, reporting to Bill Rosolie, executive vice president of Rainbow network ad sales. (Rainbow is a unit of Cablevision, which also includes non ad-supported IFC.)

Rosolie said the unit will "provide unique value to advertisers hoping to brand their messages in an effective, ubiquitous way within an ever-changing and growing landscape of new media."

Previously, Holmstrom was vice president, promotions marketing for ABC Cable Networks, in a role that included implementing national consumer promotions and partnerships with advertisers in the ABC kids' programming family.

"Having one centralized unit within the larger Rainbow ad sales environment, enables us to strategically create cross-platform, multimedia opportunities that deliver a unique value proposition to our clients," Holmstrom said.