Branded entertainment vet Rob Levy has been tapped to head up InterMedia Entertainment.
As president of the division, Levy will expand the company’s celebrity endorsement and branded entertainment deals, talent and entertainment partnerships and intellectual property ventures, looking to acquire properties to introduce into consumer and retail channels and seek out new entertainment media opportunities.
Over the past 18 months, InterMedia has produced campaigns with Larry King, Bruce Boxleitner, William Devane, Joan Lunden and Joe Theismann and Chuck Woolery, while previous efforts have involved George Kennedy, Elliot Gould, Judge Joseph A. Wapner, Kate Jackson, Arsenio Hall, NFL coach Jimmy Johnson, sports stars Rod Carew and Fran Tarkenton.
In addition to pairing up celebs with brands, InterMedia Entertainment publishes the Direct Response Star Index, which measures key spokesperson attributes — such as awareness, relevance and credibility — for a wide range of celebrities.
Levy launched the branded entertainment division of Untitled Entertainment in 2007 and oversaw the company’s roster of clients for marketing and advertising programs, licensing and new media engagements for six years. That included negotiating traditional advertising and endorsement deals, including Kate Walsh’s fragrance and beauty company, Boyfriend, launched on HSN, in 2010, that sold out after 30 minutes on air.
“Bringing aboard Rob Levy as president gives us a leader who can steer InterMedia Entertainment into the heart of the industry,” said Robert Yallen, CEO and president of the InterMedia Group of companies. “Rob will build on our highly successful relationships and take us to new heights with his proven track record and intimate knowledge of the business. We are thrilled to have him at the helm and look forward to dynamic growth under his direction.”