By Sahil Patel
Ad industry veteran Steven Amato has launched a new content venture called Contend, an LA-based shop focused on creating short- and long-form entertainment and branded content for “multiple distribution channels and networks.”
Joining Amato, who will serve as Contend’s CEO and chief creative officer, is an executive team and staff of 25 people across a variety of backgrounds, from entertainment and publishing to marketing and advertising.
Philip Alberstat, who worked alongside Amato at Omelet, the marketing agency the latter co-founded, is Contend’s COO. Prior to Omelet, Alberstat was with the independent film team at Hollywood agency William Morris, working on films such as “Thank You for Smoking,” “Away from Her,” and “Bobby.” His role at Contend will revolve around partnerships and operations.
Another Omelet executive, Dane Aloe, is joining Contend as VP of partnerships and innovation. Aloe is credited for writing the business plan behind Omelet Studio, the branded and original content division inside the agency.
Other notable Contend executives include head of production Evan Astrowsky, who began his producing career with Eli Roth’s debut feature “Cabin Fever” and later served as VP of production at Kevin Spacey’s Trigger Street Productions, and EVP/director of content Paul Soter, who is best known for being a member of the comedy group Broken Lizard (“Super Troopers,” “Beerfest”).
This team and the staff will focus on developing and producing “integrated, multi-cultural marketing and entertainment content” to reach viewers across platforms.
“We intend to create content, both commercially driven and entertaining, that is rooted in the understanding and knowledge of audience needs, based on real data-driven research,” said Amato in a statement. “We are part consultancy, part production company, and part content distributor, providing measurable results for brands and media partners.”