Discovery and Viacom start Dutch ad sales house

Discovery Networks Western Europe and Viacom International Media Networks are launching a strategic partnership in the Netherlands, a joint sales house called BrandDeli.

The new company is 50% owned by both companies and will be launched on November 1, 2013.

BrandDeli will replace both Discovery and Viacom’s existing local ad sales businesses in the Dutch market and will represent eight linear TV channel brands from both companies: Comedy Central, Comedy Central Family, Discovery Channel, ID, Nickelodeon, MTV, TeenNick and TLC. In addition to linear television, BrandDeli will offer partners online representation for various platforms.

The BrandDeli portfolio will consist of targeted brands that span the demographic spectrum – all of which have passionate fan bases in the Netherlands and around the world. The new entity will represent the ad sales business for a portfolio of brands that has a combined share of viewing of more than 11% in the 20-49 y/o audience.

Allard Ruyl, VP Ad Sales Discovery Networks Benelux, has been appointed CEO of BrandDeli, and Boris Hendriksen, VP Ad Sales at VIMN, has been appointed COO. The new entity will have approximately 65 employees and will be based in Amsterdam.

Dee Forbes, president and anaging director, Discovery Networks Western Europe, said in a statement: “Both Discovery and Viacom have strong businesses in the Dutch market with well-known flagship brands. Creating BrandDeli means we can offer greater choice, differentiated brands and a new service to the Dutch advertising market.”

“BrandDeli will offer partners the unique opportunity to access a wide range of demographics through DNB and VIMN’s strong, targeted and complementary media brands,” added Patrick Alders, SVP VIMN Northern Europe, “We have incomparable expertise in, and access to, the audiences our partners are looking to reach.”