IMC and Hollywood - what brand managers need to know

Chris Hackley

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 more. Entertainment marketing, which 'embeds' brands seamlessly within entertainment experiences is the latest thinking in integrated marketing communications (IMC). Old favourites like product placement and franchised toys have moved on. Now the advertising, marketing and entertainment industries are working closer together than ever.

Just as movies are now regarded as brands, studios and producers are increasingly willing to...

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