RPA Launches Branded Entertainment Discipline

July 29, 2008


Santa Monica, Calif., July 29, 2008 – RPA, the largest agency headquartered in Los Angeles and the fifth–largest independent agency in the country, announced the formation of a new branded entertainment discipline within the Media Communications group. This discipline will be led by Steve Rossmann, who joins RPA from the Gersh Agency.

The branded entertainment discipline further strengthens the agency's commitment to fully integrated marketing and will specialize in brand integration, co–sponsorships, custom content, endorsements, product placement and promotions.

"RPA already has years of experience extending our clients' brands with product placement and brand integrations on TV and other media thanks to our established relationships with broadcast and cable networks, local stations, syndicators, production companies, talent agencies, radio, print and online," said Bill Hagelstein, COO at RPA. "It is a natural progression for the agency to broaden our client services in order to maximize client's media value in the marketplace."

Rossmann joins RPA as Branded Entertainment Manager and draws from a decade of experience and relationships with brand sponsorships for alternative/reality TV projects, endorsement and commercial opportunities. He began his career at 20th Century Fox in theatrical distribution, and later joined the Domestic Marketing group working on theatrical promotions. In 2001, he joined the Brand Marketing team at Endeavor, where he worked with the agency's talent and corporate clients. After a brief stint in Chicago, he returned to Endeavor as an agent in its games and new media division, where he was responsible for representing new and longtime clients in the areas of interactive games and mobile. In 2005, Rossmann left Endeavor and joined Sony Pictures Digital Entertainment, managing mobile marketing and promotions. At Gersh, Rossman headed branded entertainment and digital media. He was responsible for commercial and endorsements, developing branded partnership opportunities with content creators, and negotiating digital and interactive agreements for Gersh's celebrity and sports clientele.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.