New Firm Mozaic Branding Wants to Play Matchmaker for Brands and YouTube Stars
Brands increasingly are working with YouTube creators to reach younger demographics online. So it makes sense that — beyond MCN Land — more companies will pop up to play matchmaker for both of these worlds.
The latest is Mozaic Branding, a new branded content/consulting firm based in NY and LA, founded by a quintet of veteran advertising and new-media entertainment executives.
At the helm is chief executive officer Fran Solomita, the former VP of branded entertainment at Maker Studios. During his time at the MCN, Solomita said he “supervised” partnerships with brands like Quaker, PepsiCo, Discover, and Universal Pictures.
He will look to do the same at Mozaic, while also remaining MCN-agnostic. The goal is to match the right brands with the right creators, regardless of representation or affiliation.
“In this ever-changing landscape we’ve created a new model to more efficiently give brands what they pay for, and the talent what they’re worth,” adds Solomita.
The company will also rely on an executive team that has plenty of experience in the world of new-media, advertising, and business. In addition to Solomita, Mozaic’s other founding partners include: COO Mike Bienstock, founder of Semaphore who also negotiated Discovery’s purchase of DeFranco Creative; chief strategy officer Peter Bray, who most recently was the director of digital at Saatchi & Saatchi; chief creative officer Todd Grossman, an experienced writer/director/producer; and CFO Nate Higgins, co-founder of Semaphore.
“Million dollar slick commercials are no longer resonating with consumers under 30,” said Bienstock in a statement. “We are at the dawn of a massive shift in the way brands connect with consumers…We intend to give brands an easy-to-navigate, direct process to connect with the influencer community, and ultimately the consumer.”Tags: branded content, branded entertainment, Fran Solomita, Influencer Marketing, maker studios, Mike Bienstock, Mozaic Branding, Peter Bray, Saatchi & Saatchi, Semaphore, YouTube Creators