Sydney, Los Angeles ― brand new media (BNM) has acquired U.S.-based direct response creative agency and production studio, Raymond Entertainment Direct (RED).

BNM’s innovative approach compliments RED and its team of brand development, creative and production experts whom over the past few years have generated over two billion dollars in sales in the direct-to-consumer space.

“This partnership couldn’t have come at a better time for us. We are clearly experiencing a universal shift in consumer content consumption. No longer are we able to simply serve up ads. The way we distribute that content is equally important now more than ever,” said Patrick Raymond, RED’s CEO, and 20-year direct response and entertainment industry veteran.

BNM’s proprietary platform, ChannelPLAY allows consumers to view content from any device, anytime, automatically adapting to each device to ensure seamless delivery of content to scale without the need for an app or update.

brand new media’s CEO, Perry Smith, is eager to welcome U.S. brands to experience ChannelPLAY, saying, “The success we’ve had within our global markets has truly allowed us to turn brands into broadcasters. Through ChannelPLAY we’re able to ensure brands are always on…connecting all branded environments and serving true curated content that we’ve created, aggregated or captured from our viewers.”

“No longer does a viewer need to be in front of a television to expect an engaging viewing experience. Our content is delivered to scale to mobile device, tablet, PC or TV and promises a ‘sharable’ reach that is tracked in real time along with viewers’ behaviours. And that’s where the power is, knowing how to best connect ― interact with your brand’s targeted audience. The result: better, deeper connections with brands and longer engagement times,” continued Smith.

The merger embarks on a new beginning for the team at RED, as they reopen as Brand New Media U.S. with expansive new content creation and marketing capabilities. Patrick Raymond, with his team at hand, will emerge as Executive Vice President and Creative Director to offer a proven 360-degree approach to branded entertainment.

BNM U.S. work is already front-lining the DRTV space for 2014, with two celebrity-driven campaigns, Wolfgang Puck’s Pressure Oven and Kathy Ireland’s showcase in the stem cell derived anti-aging skincare line, Stemáge.