This Week's Players & Practices

The latest dream makers and deal breakers for this week.

- J. Walter Thompson has launched a new branded-entertainment practice.

The group, Amplify, results from a merger of JWT's Brand Entertainment Group and Hill & Knowlton's Showcase.

Amplify specializes in brand integration in film, TV, gaming, magazines, books and music through product placement and the creation of original brand content. Amplify's principal client is Ford Motor Co.

Rob Donnell is executive director of Amplify, which is headquartered in Los Angeles and has offices in Detroit and New York.

- Davis Polk & Wardwell has named Douglas A. Cardwell counsel to its intellectual property group.

Cardwell recently advised Bertelsmann on the combination of its recorded music business with that of Sony; Comcast in connection with joint ventures with Gemstar-TV Guide and Microsoft with respect to software for digital television services; and H.J. Heinz on the sale of its Weight Watchers division.

- Aaron Walton Entertainment names Marcus Peterzell and Bobby Oppenheim co-presidents.

The duo, who previously were senior executives at MusicVision, will run the entertainment marketing firm from New York.

They take over the post held by Aaron Walton, who had been running the company from Los Angeles. Walton was named president of the entertainment division of the Radiate Group in January after Radiate acquired AWE.

At MusicVision, Peterzell handled integrated marketing for VH1, A&E, CBS, 20th Century Fox, Walt Disney Co./Buena Vista, Atlantic Records and Universal Music. Oppenheim expanded MusicVision to include the House of Blues Web site, Def Jam, Pollstar and Musicmatch.


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