Reveille's former head of brand development, Chad Bennett, has announced his new Populus Brands, a brand-building company that aims to build lifestyle and entertainment brands around shows and other content.
While his eight years at Reveille enabled him to brand products around the studio's shows, including "The Biggest Loser" and "MasterChef," Populus will also work with magazines, features, and other content producers, Bennett told TheWrap.
The company's first clients include Reveille, as well as Litton Entertainment, Power Music and Quepasa Corp.’s social networking sites Quepasa.com and myYearbook.com.
Bennett will continue to consult for "The Biggest Loser." He has previously helped develop the NBC show's brand to promote health bars, exercise DVDs and videogames, a 5K run, and even fitness resorts.
"Content producers have the full attention of their audience, but many do not have the time or resources to fully leverage them. There’s huge opportunity to use content to develop and build lifestyle brands that complement the viewer experience and drive a maximum number of ancillary revenue streams," said Bennett.
Bennett, also experienced in network, cable and digital programming, has also worked with brands including Subway, General Mills, USPS, Clorox, Wrigley, Rodale and Lionsgate.
