Archive for September, 2007

Fuse MENA becomes iTVX’s sole licensee in the Middle East
Fuse, Omnicom Media Group’s branded entertainment unit, is celebrating its first anniversary in the Middle East by signing a ground-breaking exclusive license agreement for the region with iTVX, the leading branded entertainment/product placement valuation firm.
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Tags: Global Branded Entertainment, iTVX in the News, placement, product, product placement, product placements

Dubai, September 30, 2007 Fuse, Omnicom Media Group’s branded entertainment unit, is celebrating its first anniversary in the Middle East by signing a ground-breaking exclusive license agreement for the region with iTVX, the leading branded entertainment/product placement valuation firm. Ignited by the European Union acceptance of product placement, PQ Media forecast that “global product placement will grow five times faster than traditional advertising in the next three years”. As traditional advertising faces growing consumer avoidance and clutter levels in the region, product placement, which relies on brands being integrated in media content, is also rising fast here.

In the Middle East, Fuse has already developed several successful product placement campaigns for Chrysler and Kellogg’s. In order to boost the appeal and reliance on product placement further, the practice must be rooted in accountability, just like any other advertising investment decision.

“The iTVX system allows us to measure the ‘quality’ of product placement and that translates into accountability for our clients who are seeking to venture in branded entertainment,” said Mai W. Jaouni, director of Fuse in Dubai. “Our clients are mandating that only what gets measured gets bought and the iTVX tools provide marketers with a turnkey analysis from pre-valuation on proposals to real-time analysis and post insights reports.”
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NEW YORK (AdAge.com) -- Craig Daitch leads the online creative and interactive team at Omnicom's PHD. As such, he spends his time immersed in emerging media and trying to find ways to use mobile, gaming and interactive tools in ad campaigns. What he's discovered is that his job would be a lot easier if proprietary systems that are closed, such as gaming platforms and mobile networks, would throw open the gates and let people really connect across devices.

Product placement, long a staple in TV and movies, has in recent years become a growing part of the theater world. From Van Heusen shirts in Thoroughly Modern Millie, to a mention of Jose Cuervo in Neil Simon’s revival of Sweet Charity and Tiffany necklaces in the stage production of Legally Blonde, Broadway is finding a role for products in shows. The placements are helping offset the rising cost of producing a musical, which now can top $12 million.

“It can be an excellent way to raise money,” says Stewart Lane, whose latest hit musical, Legally Blonde, includes Red Bull energy drink and a UPS express delivery. “If used correctly, it can have an impact in the show.” When Shepherd Mead’s How to Succeed in Business Without Really Trying returned to Broadway in the mid 1990s, the show incorporated an Eight O’Clock Coffee Blimp that appeared on stage. “It was totally different from the original production, and audiences loved it,” Lane says.

On the other side of the equation, “Broadway is absolutely a viable platform for sponsors,” says Amy Willstatter, founder of marketing firm Bridge to Hollywood and Broadway. It was Willstatter who worked Jose Cuervo into the most recent run of Sweet Charity, with Neil Simon himself approving the line change in the script. “It’s still a work in progress, but it’s growing in popularity,” she adds.

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CHRYSLER LLC’S NEW MARKETING PUSH for the just-launched 2008 Liberty compact SUV reflects the extent to which the division is shifting marketing heft into interactive. The company is in the process of launching a program called Jeep 2.0, its effort to engage fans via social networks like YouTube, Flickr, Facebook and its own Jeep Experience section on its consumer Web site. Read the rest of this entry »

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Tags: Branded Entertainment and Product Placement News, brand integration, branded entertainment, placement, product, product placement, product placements, television

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Tags: Global Branded Entertainment, Branded Entertainment and Product Placement News, Product Placement Research

THE CHRYSLER BRAND IS LAUNCHING a national ad campaign today on ABC’s “Dancing with the Stars” for its 2008 Chrysler Town & Country minivan. The campaign is aimed at the booming demographic of families with two or more kids for whom only a minivan will do–especially one that provides something like a common-room experience behind the driver and passenger’s seats.

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Clients Demand Accountability for Product Placement Measurement

DUBAI: Fuse, Omnicom Media Group’s branded entertainment unit is celebrating its first anniversary by signing a ground-breaking exclusive licensee agreement for the Middle East with iTVX, the leading branded entertainment/product placement valuation firm. Fuse has a network of over 20 offices around the globe making it the largest branded entertainment company in the world. iTVX roster of clients include Chrysler, Nissan, The Clorox Co. and Henkel all of which are also Fuse’s clients. In the Middle-East, Fuse has already developed several successful product placement campaigns for Chrysler and Kellogg’s. “The iTVX system allows us to measure the ‘quality ‘of product placement and that translates into accountability for our clients who are aggressively seeking to venture in branded entertainment “, said Mai W. Jaouni, director of Fuse in Dubai. Read the rest of this entry »

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Tags: iTVX in the News, brand integration, branded entertainment, placement, product, product placement, product placements, television

NEW YORK — Put fresh batteries in your remote: Monday night is the official start of the fall TV season.
With millions of viewers hungry for new prime-time programming, marketers are looking to cash in by tying their brands to must-see TV.

Gemstar-TV Guide International (GMST) Monday night will begin airing show-specific commercials that pitch its TV Guide magazine, website and cable channel as the go-to sources of behind-the-scenes scoops and star interviews between new episodes of their favorite shows. Read the rest of this entry »

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When the CW network launched this time last year, it experimented with a new kind of commercial break designed to look like a minishow built around products. The so-called content wraps were such a hit with marketers that the network is going one better this fall, with a half-hour weekly series in which it will promote sponsors’ products.

“CW Now,” which debuts Sunday, is a newsmagazine-style program aimed at young adults, dishing out segments on what is hot in the worlds of fashion, music, entertainment and technology. The program won’t break for commercials: Instead, at least one of the segments …

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