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Viacom Plus Rebranded to Reflect Corporate Breakup

Jan 23, 2006  •  Post A Comment

CBS Corp. and Viacom said Monday that both companies will continue to use the operation known as Viacom Plus, but will rebrand it as CBS/Viacom Plus to reflect the recent breakup of the Sumner Redstone-controlled media giant.

Officials from both CBS and Viacom said that CBS/Viacom Plus’ success in recent years led both sides to want to continue using the division. CBS/Viacom Plus was created seven years ago to create and deploy branded-entertainment initiatives across what was then Viacom’s various media businesses, and has been responsible for such efforts as Cover Girl’s brand integration into the UPN series “America’s Next Top Model.”

“CBS/Viacom Plus has truly lived up to its promise to create value for both our company and for our clients,” said Leslie Moonves, president and CEO of CBS Corp.

Lisa McCarthy will continue to lead CBS/Viacom Plus as executive VP.

In 2001, what was then Viacom Plus struck a deal with MediaVest and Procter & Gamble that positioned Viacom Plus as the consumer goods giant’s point of contact for its business with Viacom’s various properties. That relationship led to the development of several marketing efforts, including sponsorships and branded content.