Viacom names creative content chief

Michelle Clancy | 23-01-2014

Viacom has named Niels Schuurmans to the newly created position of executive vice president of Viacom Velocity Creative Content Solutions.

In his new role, Schuurmans will oversee the creative execution of branded content for the company's music and entertainment ad sales portfolio, which includes MTV, VH1, CMT, Logo, Comedy Central, Spike TV and TV Land.

"Our custom content business has grown exponentially over the past few years, as more and more advertisers seek to harness the creative power of our brands and connect with our audiences in unique, authentic ways," said Jeff Lucas, head of sales, music and entertainment at Viacom Media Networks. "Niels is one of the most energetic and versatile creative minds at Viacom and we are very excited to turn him loose for our clients, who can continue to expect the most innovative and unexpected work from our team."

Schuurmans will supervise the development of partner creative on linear, digital and cross-network campaigns. He will oversee creative product in areas including video production, graphic design and copywriting. Schuurmans will collaborate closely with the programming, connected content and marketing teams at each of the music and entertainment networks to best leverage their creative voice, assets and capabilities.

Prior to joining Viacom corporate, Schuurmans served as executive vice president of consumer marketing and executive creative director at Spike TV. At Spike, he was a driving creative force behind the Spike brand, guiding its evolution to a premier entertainment destination. Schuurmans helped refine the brand filter around the network's original programming, its MMA partnerships with Bellator and the UFC, and its veteran focused pro-social campaigns including Hire A Veteran and the Spike Salutes initiative. Prior to his arrival at Spike, Schuurmans was senior vice president and worldwide creative director at Nickelodeon.