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ViacomCBS launches new full-service marketing business Effect

Ten parent company ViacomCBS has announced the launch of Effect, a new full-service integrated marketing solutions business.

The business will work across ViacomCBS’ full portfolio of brands, including Ten, MTV and Comedy Central. Its launch follows the merger of Ten and ViacomCBS’ ANZ sales teams at the beginning of May.

Tamar Hovagimian and Nisar Malik will lead Effect, under Lisa Squillace

ViacomCBS Australia and New Zealand chief sales officer, Rod Prosser, said: “The joining together of ViacomCBS and Network Ten has created a content powerhouse spanning the best local and global brands, shows, event sports, digital media and events.

“Right now, marketers are searching for new ways to create authentic and effective connections with consumers, increase their share of voice and build sales.

“Effect is a team of high-performance partnership and sponsorship specialists who will enable brands to play a role in our engaging and culturally relevant brands and platforms. The effect of Effect will be second to none,” Rod said.

Ten’s national sales director Lisa Squillace has expanded her role to include Effect. Nisar Malik and Tamar Hovagimian have been appointed sales director and partnerships director of the business, reporting to Squillace.

“The combination of the Ten and ViacomCBS brands means that through Effect, we can offer a unique, integrated sales solution that is powered by market-leading specialists, expertise, service and technology,” said Squillace.

“Nisar has done a brilliant job as Network Ten’s national sport sales director and is perfectly placed to take on this new role at Effect. Working side-by-side with our marketers and agencies, he will create new opportunities and take access to our audiences to a new level – any time and on any platform.

“Tamar will work with our producers and production partners to create, develop and activate brand partnerships with razor-like precision. Tamar has led a phenomenal team at Network Ten for many years, delivering countless campaigns and hundreds of very happy clients. I am so excited to see how much further she and the team can take our new, expanded offering,” Squillace said.

Effect’s launch comes after a restructure across the ViacomCBS sales team, which saw Melbourne sales director Damon Jackson exit the business.

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