Burson-Marsteller and Haft Entertainment Create Branded Entertainment Offering

Business Wire, Nov 12, 2007

Hollywood-Veteran Steven Haft to Lead New Unit Called Allscreen Studios

NEW YORK -- Burson-Marsteller, a leading global public relations and communications consultancy, today announced it 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," said Mark Penn, Global CEO of Burson-Marsteller. "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."

Steven Haft, who will serve as chair of Allscreen Studios, has been producing Hollywood entertainment primarily 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([R]) 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, now in its 13th season on Fox, and made for television movies such as The Pirates of Silicon Valley, which earned Haft an Emmy([R])-nomination for Outstanding Made for Television Movie. His professional digital experience includes having been a vice president of AOL's Interactive Marketing group, where he served as chief strategy officer.

"Burson-Marsteller has an unrivaled reputation for designing communications strategies on behalf of the world's leading brands," said Haft. "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."

About Burson-Marsteller

Burson-Marsteller (www.burson-marsteller.com), established in 1953, is a leading global public relations and public affairs firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, advertising, and web-related services. The firm's seamless worldwide network consists of 57 wholly-owned offices and 46 affiliate offices, together operating in 59 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP (NASDQ: WPPGY), one of the world's leading communications services networks.