Branded advertising veteran Laura Caraccioli-Davis is leaving her long-held perch at Publicis Group’s Starcom Entertainment to join the Ben Silverman-headed IAC unit Electus, Ad Age reports. Silverman left NBC last July to form Electus as a branded entertainment venture with IAC (NSDQ: IACI). The company recently struck a strategic partnership with Yahoo.
Caraccioli-Davis is considered a major force in striking branded content deals and has strong relationships with major marketers. She joined Starcom in 1998. As AdAge notes, some of her most notable branded campaigns include connecting Kellogg’s Pop Tarts as a sponsor for American Idol’s concert tour.
Branded entertainment has become a lot more popular among advertisers. Though, like most advertising, measuring the effectiveness of a campaign is still a major hurdle in terms of attracting more marketing dollars from advertisers.