IMC and Hollywood - what brand managers need to know

Chris Hackley, recently returned from the 2003 AAF Conference in Los Angeles, explains how ‘embedded marketing’ is becoming an increasingly familiar feature of movies, TV shows etc.

iMC and hollywood

What brand managers need to know

Chris HackleyBirmingham Business School

Once upon a time, Hollywood studios and artists did not like to be associated with brands: taking the money was thought to compromise artistic integrity. But not any...