• by Fern Siegel , September 20, 2007

To capitalize on the growth of Sony digital entertainment's marketing and production group, it has teamed with Imageworks--and changed its name to Imageworks Interactive.

Emmanuelle Borde, who has led the Sony group for seven years, has been promoted to senior vice president, Imageworks Interactive, which handles Web site, mobile, animation and visual-effects projects.

Yair Landau, vice chairman of Sony Pictures Entertainment and president of Sony Pictures Digital Entertainment, said aligning his group with Imageworks was a natural fit.

"Imageworks Interactive stands to benefit greatly from the experience of Imageworks in infrastructure management, artist development and client services in terms of working successfully with both Sony and non-Sony clients," says Landau. Borde adds that the move "cements our brand outside the studio as a full-service interactive agency."

Under Borde's leadership, the marketing and production group has developed thousands of Web sites and digital campaigns for worldwide studio initiatives, including a unified online presence for Sony Pictures Entertainment at SonyPictures.com.

Worldwide campaigns include Sony Pictures, the "Spider-Man" movie trilogy, and "Surf's Up," as well as TV shows "Wheel of Fortune," "Jeopardy!" and "The Boondocks."