April 21, 2008

Omnicom Taps Product Placement Online

Omnicom Media Group Digital has entered into a strategic partnership with NBC Universal's Digital Studio division with ambitious plans for scripted brand integration opportunities for its clients in digital programming. At least one production, “Gemini Division,” is scheduled for the summer with the first brands to be involved in the series are Cisco, Intel, Microsoft, United Parcel Service and the Acura TSX sold by American Honda Motor.

The move positions Omnicom and it's new digital CEO Matt Spiegel over its rival WPP, who only last year created some branded television content of its own, co-producing the drama series October Road with Touchstone Television. That move took Group M, the media planning and buying division of WPP, into a role that traditionally is held by a production company, using its own finances to invest in the production.

Last week, Sir Martin Sorrell, chief executive of WPP, spoke of his group's plans to work more closely with Hollywood stars and media companies to help finance films and television series in a bid to promote its clients’ products.

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