MUMBAI: Burson-Marsteller (BM), a global public relations and communications consultancy, has tapped Hollywood-veteran Steven Haft to lead its branded content offering.

The new unit will be called Allscreen Studio and will operate as a partnership between Haft Entertainment and Burson-Marsteller. Allscreen Studios will seek to combine Burson-Marsteller’s heritage of developing innovative communications and marketing programs for clients with Haft’s track record of producing acclaimed entertainment and online content.

Allscreen Studios will integrate client brands seamlessly into compelling original media content that can be distributed over traditional media platforms, such as network or cable TV, or via digital platforms including online, mobile and emerging devices. Allscreen Studios will offer clients branded content services that include strategic counsel on developing content to meet branding and communications objectives, platform integration, and content production and distribution. Additionally, Allscreen Studios will develop, co-own and distribute independent content that will be licensed to sponsors.

“Branded content has quickly become a critical part of the communications and marketing mix for cutting edge brands. We think Steven and Burson-Marsteller are a great match because each brings tremendous depth of experience that will translate into truly innovative thinking and compelling client programs,” said Burson-Marsteller Global CEO Mark Penn.

Haft, who will serve as chair of Allscreen Studios, has been producing Hollywood entertainment for television and cinema for two decades. Haft produced the highly-acclaimed motion picture Dead Poets Society, for which he was nominated for an Academy Award for Best Picture. Haft’s other film production credits include, Emma, Jakob the Liar, Tigerland and Hocus Pocus. His television production credits include Mad TV and made for television movies such as The Pirates of Silicon Valley, which earned Haft an Emmy-nomination for Outstanding Made for Television Movie. 

“Burson-Marsteller has an unrivaled reputation for designing communications strategies on behalf of the world’s leading brands. Every content platform presents our clients with challenges and opportunities to communicate – our goals are to engage audiences first and foremost, cut through the clutter, execute with world class talent and produce measurable results,” said Haft.