ViacomCBS continues local shakeup with launch of Effect

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 9 June 2020
Tamar Hovagimian and Nisar Malik

Network 10 owner ViacomCBS Australia and New Zealand has launched a new integrated marketing solutions business, Effect.

The full-service offering aims to help marketers create brand partnerships and activations across ViacomCBS’ portfolio of brands, including 10, 10 Bold, 10 Peach, 10 Play, 10 All Access, MTV, Nickelodeon and Comedy Central. The launch of Effect comes following ViacomCBS’ acquisition of Ten on May 1.

“Right now, marketers are searching for new ways to create authentic and effective connections with consumers, increase their share of voice and build sales,” says ViacomCBS AUNZ chief sales officer Rod Prosser.

“ViacomCBS now gives clients phenomenal reach across every age and every stage in the under 50s market. Over the past 18 months, we have executed over 60 sponsorships across the Network 10 assets alone. With the arrival of Effect, that offering is supercharged by our expanded playground, including all 10 brands and tentpole shows, news, event sports, Nickelodeon, Nick Jnr, MTV, digital and social media, and live branded events.”

Network Ten national sales director Lisa Squillace will have her role expanded to include Effect. Nisar Malik, Ten’s current national sport sales director, has been appointed Effect sales director while Tamar Hovagimian has been named partnerships director, both reporting to Squillace.

“The combination of the 10 and ViacomCBS brands means that through Effect, we can offer a unique, integrated sales solution that is powered by market-leading specialists, expertise, service and technology,” Squillace says.

“Effect is more than a new sales department. It represents a new way of harnessing the power of the ViacomCBS brands, which reach 17 million Australians every month, to create bespoke and highly effective ideas for our clients and execute them across our premium platforms.

“It will also offer clients solutions that are relevant in our market and can be leveraged globally through the ViacomCBS network.”

The launch of Effect is another shakeup from ViacomCBS, which last week rolled out a new independent agencies and direct sales division.

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