A startup led by former Marker Studios vice president of branded entertainment, and industry veteran, Fran Solomita; Mozaic Branding is an innovative firm, which will provide unprecedented service capabilities for brands seeking collaboration with coveted "new media superstars" and top YouTube talent, thereby bridging the gap between brands and the people with willing online audiences of millions. The firm will be based out of offices in New York and LA, and will also include a team of visionary leaders, a “Media Dream Team,” who will together, offer a streamlined approach in an industry bogged down by layers of bureaucracy that often slows processes and diminishes creativity and profitability. Solomita, who will act as CEO of the new firm, says they have created “A new model to more efficiently give brands what they pay for, and the talent what they're worth.”
The firm will be based out of offices in New York and LA, and will also include a team of visionary leaders, a “Media Dream Team.”
A former stand-up comedian, Solomita spent his time at Disney's Maker Studios supervising partnerships with top brands such as Quaker, PepsiCo, Discover, and Universal Pictures, and helping his clients generate hundreds of millions of views. At Mozaic, his approach will be to effectively work as a matchmaker between brands and YouTubers, which he feels will be a more natural approach than simply forcing a campaign to “Fit” with a certain talent. He said “Marketers can’t just shoehorn their branding into this content. There has to be a way to get the message across organically.” He will be joined by Mike Bienstock as chief operating officer, Peter Bray as chief strategy officer, Todd Grossman and chief creative officer, and Nate Higgins as chief financial officer. The firm is self-funded by the five principals.
Bienstock, the founder of Semaphore Investment Solutions, has a history as a critical and trusted "go-to" business partner solution for YouTubers, whereas Bray, who was most recently director of digital at Saatchi & Saatchi, is an industry veteran with 18 years of experience in advertising, and a client base that includes Google, General Mills, Procter & Gamble, BMW and LVMH. Grossman, meanwhile is a former X-Games athlete turned-writer/director/producer, whose production credits include "xXx," "The Mummy," and "G.I.Joe." His Hollywood connections should prove invaluable to the fledgling company. Rounding out the team is Nate Higgins, who co-founded Semaphore Tax & Business, so has a history with Bienstock. Higgins brings his wealth of business and transactional knowledge to the team.
Solomita, who will act as CEO of the new firm, says they have created “A new model to more efficiently give brands what they pay for, and the talent what they're worth.”
Bienstock says that Mozaic hopes to focus on connecting brands with a younger demographic because "Million dollar slick commercials are no longer resonating with consumers under 30," a statement that anyone currently working in the industry would no doubt backup (even if they were to do so through gritted teeth). “In the past,” he says, “Brands dictated what they wanted the talent to do,” but now “The talent knows their audience better than anyone, so having the brands acknowledge that changes the game.” He believes "We are at the dawn of a massive shift in the way brands connect with consumers,” and that all of the “Traditional models are crumbling along with the old infrastructure that supports them.” At Mozaic they intend to “Give brands an easy-to-navigate, direct process to connect with the influencer community, and ultimately the consumer."
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who is still figuring out who exactly would be in his “Media Dream Team.”