Renamed GroupM Motion Entertainment Aims To Fund Programming, Branded Content

Love Island USA Shoppable TV Peacock
Peacock's 'Love Island' (Image credit: Peacock)

GroupM said that it is rebranding its Motion Content production and distribution unit as GroupM Motion Entertainment in North America, and said it will be working more closely with the content teams at the GroupM media-buying agencies.

The rebranded company will work with media partners and entertainment creatives on original programming, program funding and branded entertainment.

It will also connect GroupM clients to talent and creative partners that shape culture.

GroupM Motion Entertainment will be co-led by Richard Foster, Global CEO GroupM Motion Entertainment and Kirk McDonald, CEO of GroupM North America.

Kirk McDonald GroupM

Kirk McDonald (Image credit: Xandr)

“GroupM Motion Entertainment is yet another way we are strengthening and elevating meaningful content connections between consumers and our client partners,” said McDonald. “With increasing competition for consumer attention, purposeful and creative storytelling is now a required ingredient for brands. This offering provides an effective partnership for media and creative to engage intentionally, and at scale.”

Motion Content has coproduced more than 1,800 television series, working with top producers, talent, networks and platforms. Its current series include The Circle on Netflix and Love Island on Peacock.

“GroupM has a long, successful track record of investing in partnerships with networks and world-leading producers to deliver premium entertainment,” Foster said. “However, the media landscape continues to evolve rapidly, with the ascent of SVOD, AVOD, FAST channels, social video platforms and the subsequent change in consumer behavior.

“These factors bring new challenges and opportunities for funding, development, and monetization of premium entertainment,“ he said. ”GroupM Motion Entertainment will work alongside other GroupM agencies, and in partnership with advertisers, producers, networks, and platforms, to develop mutually beneficial content and creative partnerships, to deliver premium entertainment for our partners and clients.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.