Cinema advertising group Val Morgan has unveiled a new content division, Val Morgan Digital (VMD), to launch the company into publishing.
The business will be led by Pedestrian Group managing director Brian Florido who leaves Nine’s youth publication on 9 September to step into the same role at VMD.
The site will focus on entertainment, lifestyle and health, with Florido saying he looks to develop its video and native products.
“We’re excited to announce our move into digital publishing and thrilled to have someone of Brian’s calibre joining our business,” Anthony Deeble, HOYTS group CCO says.
“This is a natural evolution to our existing digital media proposition and will be a valuable and complementary addition to our cinema and outdoor networks.”
Florido had been with Pedestrian for more than seven years and has also worked at OMD Australia and Zenith.
Val Morgan first ventured into publishing last September through a partnership with entertainment fan site Fandom. As part of the deal, Val Morgan amplified Fandom on its cinema screens and was able to tap into Fandom’s ad network.
Val Morgan is part of Hoyts which was bought in 2015 by the Wanda Group, a subsidiary of China conglomerate Dalian Wanda Group
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