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Entertainment marketing gets bullish in Asia

Entertainment marketing gets bullish in Asia
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First Published: Fri, Jun 08 2007. 08 55 AM IST
Updated: Fri, Jun 08 2007. 08 55 AM IST
New Delhi: Starcom MediaVest Group Asia has announced the formation of a strategic partnership between its entertainment and embedding marketing unit Starcom Entertainment and Los Angeles based Pier3 Entertainment.
The alliance will enable both companies to add to each other’s expertise and allow Pier3 Entertainment’s American Clients to leverage entertainment marketing opportunities in Asia, particularly in the fast evolving markets of China and India.
Commenting on the alliance, Mr Ravi Kiran, CEO-Specialist Solutions, Asia, Starcom MediaVest Group said, that entertainment and embedded marketing is rapidly emerging as one of the surest ways of connecting with today’s time starved and attention challenged consumers.
He was happy with the way competencies had developed over the last three years in India and Philippines and how clients had benefited from their capability. He informed, “As we prepare to roll out the solution across Asia, particularly the large and attractive Chinese market, it is good to partner with an experienced company such as Pier3 Entertainment.”
Saying that the Asian markets were at this point in time, “bullish”, would make it possible to have a partnership that will turn out to be productive for both the organizations and their clients. ”
Starcom Entertainment works closely with entertainment asset owners such as movie producers, TV stations and music labels, as well as entertainment talent and other stakeholders. It offers clients consumer connection opportunities using all forms of entertainment and a multitude of vehicles.
These include product placement and integration in movies, television, and music, advertiser funded programming, entertainment asset partnerships, media leverage opportunities, content syndication, licensing and merchandising, entertainment events, celebrity endorsement strategy and negotiations and celebrity outreach programmes.
Some of the marketers who have benefited from its skills are Western Union, WorldSpace Satellite Radio, Singapore Tourism Board, Totalfina Elf, General Mills, ING Vysya Life, Diageo Radico in India and San Miguel, McDonald’s, United Laboratories and Western Union in Philippines.
Pier3 Entertainment has been in operation since 1996 and holds some of the closest and most enduring relationships with Hollywood. It has placed many a brand in Hollywood movies, television, music video and games, famous amongst which are its integration of AOL in You’ve Got Mail, Volkswagen and Kodak in many TV series and the promotional partnership between Da Vinci Code and Google.
Added Mr Thomas Loversky, president, Pier3 Entertainment, “Many of our clients in US are now looking for entertainment marketing opportunities in China and India. We have been looking for an Asian partner, who has the sensitive understanding of entertainment marketing as a discipline, and proven on-ground experience. When we spoke to Starcom Entertainment, Asia, it was clear that we could work together.. We are now looking forward to cross leveraging Pier3 Entertainment’s decade plus experience in Hollywood and with other American entertainment products and Starcom Entertainment’s Asian experience and relationships.”
Pier 3 Entertainment engaged the services of Elizabeth Turner, the CEO of Turner Fox Productions, to identify and facilitate the strategic partnership.
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First Published: Fri, Jun 08 2007. 08 55 AM IST