Viacom’s international ad sales team is being rebranded as Viacom Velocity International to keep pace with ad sales innovation.

The London-based sales team will offer Viacom’s advertisers outside the US similar content-led marketing innovations to those offered in New York under the Viacom Velocity brand.

Viacom Velocity aims to be at the leading-edge of broadcast industry innovations to improve advertising effectiveness through bespoke, content-led strategic marketing campaigns across Viacom’s brands including Comedy Central, MTV and Spike on TV, digital and social media.

Products and services including data-driven targeted advertising tool, Viacom Vantage, and social media analytics platform, the Echo Social Graph will be made available to international clients.

The sales team will be led by Viacom International Media Network’s (VIMN) senior vice president for commercial innovation Philip O’Ferrall, who will report to VIMN executive vice president of international brand development Michael Armstrong, both liaising closely with the US team.

“Viacom Velocity has had appreciable success developing content-led commercial partnerships with our U.S. advertisers, connecting them more effectively with audiences of all ages who are engaging more deeply with our brands and content than ever before but doing so on a growing variety of platforms and devices,” commented VIMN president and chief executive officer Bob Bakish.

“In Philip and Michael, we are fortunate to have a leadership team who can build on this success internationally, combining solid sales experience with a deep understanding of how best to build digital and social media engagement for the benefit of our brands and our commercial partners the world over.”