She will report to Brian Terkelsen, a managing director who heads the unit. MediaVest says the group "develops consumer connections through branded content rather than traditional messaging, such as :15 and :30 second spots."
Clients include Procter & Gamble, which has had a longtime link with CW's "America's Next Top Model," managed by connectivetissue. "Tomorrow's media necessitates a commitment to finding new ways of bringing brands and entertainment together," said MediaVest CEO Bill Tucker.
Terkelsen said Seidner D'Elia has produced original content in support of New Line films--including using VOD--that "enhances" connectivetissue's work in that arena.
In February, Time Warner opted to merge New Line with its Warner Bros. Entertainment studio as a cost-cutting measure.
Seidner D'Elia was senior vice president, national television promotions and marketing at New Line Cinema, working on the "The Lord of the Rings" films, "Hairspray" and the hit summer movie "Sex and the City," among others.