Archive for September 30th, 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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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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