Reach Entertainment, an independent entertainment marketing agency for brands, has ramped up its leadership and expanded on its relationship with a major client, naming Jimmy Holleran as EVP, The former director of entertainment marketing at Anheuser-Busch Entertainment, Holleran elevates Reach Entertainment to branded entertainment agency of record with AB InBev.

Holleran’s track record with AB InBev spans hundreds of deals done every year ranging from marquee film integrations such as La La Land and Silver Linings Playbook, to TV partnerships with Big Bang Theory, Modern Family and Entourage.

He’s also been responsible for AB InBev’s presence at major film festivals, including Sundance and Tribeca. He’s done deals with A-list talent such as Helen Mirren for the anti drunk driving Simply Put spot in the Super Bowl last year, Michael Pena and Seth Rogan for the Bud Light Party campaign, and TJ Miller and Luke Greenfield for Shock Top’s Super Bowl 50 spot.

Frank Catapano, who founded Reach Entertainment with Gabe Gordon, cited Holleran’s 25-plus years experience in Hollywood representing one of the world’s largest companies. “With Jimmy we’ve got one of the top experts in the space and couldn’t be more excited to expand our team and client base.”

Shana Berry, sr. experiential manager at Anheuser-Busch, cited Holleran’s track record of “delivering great results. We look forward to partnering with Reach Entertainment and Jimmy, continuing to break new ground in this evolving new world of entertainment marketing.”

Holleran has already hit the ground running with Reach, solidifying deals with the upcoming film, A Star is Born, featuring Bradley Cooper and Lady Gaga. Additionally, the agency has been involved in the second chapter of “Dive Bar Tour” featuring John Mayer and G-Eazy and a number of high profile talent partnerships for AB brands that will be announced before years end.

“I’ve worked with Gabe and Frank for over a decade starting back when they were at WME,” said Holleran. “We broke ground 10 years ago in the traditional entertainment space and I’m looking forward to continuing that success and changing the paradigm once again with them, working closely with their amazing clients.”

Reach hopes to expand its scope beyond traditional entertainment into new media with a focus on original social and digital programming. In addition to the studios like Fox, Warner and Paramount, it will target the new digital studios to tap into entertainment properties distributed on digital and social platforms for its clients that are looking to speak to Millennials and Generation Z. 

“The platforms where entertainment content appears for consumers have proliferated over the last decade,” said Gordon. “We intend to focus our future growth on being able to drive non-media driven deals for all types of entertainment content whether that is a film starring Oscar winners or a series distributed direct to consumers from some of the top social creators.”  

Founded in 2012, Reach Entertainment is a subsidiary of Reach Agency, a creative agency built for social video.