Structuring and Negotiating Win/Win

Brand Integration Deals

Get the Deal Done Minimize Legal Risks Maximize Marketing and Financial Benefits

Monday, January 30, 2006

About


Ensure you have the information you need to structure, negotiate, and manage successful brand integration deals in the new advertising landscape

The business of advertising is changing. Increasing audience fragmentation, emerging technologies which allow consumers to easily avoid commercial messages, and other factors have forced advertisers to find new ways to reach their potential customers. The decreasing effectiveness of the 30-second spot and other traditional advertising avenues have caused more advertisers to shift increasing amounts of their advertising budgets to partnering with entertainment and media companies to integrate their brand or product into films, television shows, video games, and other forms of entertainment.

Branded entertainment, product placements, sponsorships, tie-ins and other forms of product integration, by whatever name you call it, is a multi-billion dollar a year industry. It is quickly turning from an optional additional way to reach out to consumers to a necessary part of any company's advertising plan if it wants to effectively compete and reach consumers in the new advertising landscape.

These evolving advertising methods, however, provide new challenges for legal, business and marketing professionals involved in structuring, negotiating and managing these deals whether for the brands, the media and entertainment companies, or the agencies. Because each deal provides its own unique challenges, and because there is no "standard" model for these deals, there are very few clear cut answers to the many questions these deals raise.

To help you overcome these challenges, American Conference Institute's publication on Structuring and Negotiating Win/Win Brand Integration Deals will give you the information you need to get the most out of your brand integration campaigns while protecting your legal, business and financial interests. A preeminent faculty of leading industry players on all sides of these deals will provide you with case studies, best practices, lessons learned from successes and failures, and expert insights on:
  • Handling key issues that must be addressed in every content integration deal
  • Recognizing and addressing issues unique to each media including film, TV, video games, mobile and wireless, and music
  • Ensuring smooth and effective communication among your team members and with other parties
  • Avoiding legal challenges by understanding how advertising law principles apply to integration deals
  • Managing the relationships among brand, media company, and agency both before and during the campaign
This is your chance to get answers to your questions from those involved in some of the most innovative brand integration deals*.

*American Conference Institute cannot guarantee that every presentation will be included in the publication.

Contents & Contributors

About


Ensure you have the information you need to structure, negotiate, and manage successful brand integration deals in the new advertising landscape

The business of advertising is changing. Increasing audience fragmentation, emerging technologies which allow consumers to easily avoid commercial messages, and other factors have forced advertisers to find new ways to reach their potential customers. The decreasing effectiveness of the 30-second spot and other traditional advertising avenues have caused more advertisers to shift increasing amounts of their advertising budgets to partnering with entertainment and media companies to integrate their brand or product into films, television shows, video games, and other forms of entertainment.

Branded entertainment, product placements, sponsorships, tie-ins and other forms of product integration, by whatever name you call it, is a multi-billion dollar a year industry. It is quickly turning from an optional additional way to reach out to consumers to a necessary part of any company's advertising plan if it wants to effectively compete and reach consumers in the new advertising landscape.

These evolving advertising methods, however, provide new challenges for legal, business and marketing professionals involved in structuring, negotiating and managing these deals whether for the brands, the media and entertainment companies, or the agencies. Because each deal provides its own unique challenges, and because there is no "standard" model for these deals, there are very few clear cut answers to the many questions these deals raise.

To help you overcome these challenges, American Conference Institute's publication on Structuring and Negotiating Win/Win Brand Integration Deals will give you the information you need to get the most out of your brand integration campaigns while protecting your legal, business and financial interests. A preeminent faculty of leading industry players on all sides of these deals will provide you with case studies, best practices, lessons learned from successes and failures, and expert insights on:
  • Handling key issues that must be addressed in every content integration deal
  • Recognizing and addressing issues unique to each media including film, TV, video games, mobile and wireless, and music
  • Ensuring smooth and effective communication among your team members and with other parties
  • Avoiding legal challenges by understanding how advertising law principles apply to integration deals
  • Managing the relationships among brand, media company, and agency both before and during the campaign
This is your chance to get answers to your questions from those involved in some of the most innovative brand integration deals*.

*American Conference Institute cannot guarantee that every presentation will be included in the publication.

Contents & Contributors


IMPLEMENTING A BRAND INTEGRATION STRATEGY AND FORGING MUTUALLY BENEFICIAL RELATIONSHIPS
Robert A. Bell, Centra Marketing & Communications

ADVERTISING AND CORPORATE COMMUNICATIONS REGULATION AND BRAND INTEGRATION
Rick Kurnit, Frankfurt Kurnit Klein Selz PC

REGULATION OF BRAND INTEGRATION CAMPAIGNS: FTC AND FCC REGULATION OF BRANDED CONTENT
Lesley Fair, Federal Trade Commission

ANATOMY OF BRANDED ENTERTAINMENT DEALS IN DIFFERENT MEDIA CREATING A "WIN/WIN" AGREEMENT: VIDEO GAMES
Tomas Melian, Vivendi Universal Games

ANATOMY OF BRANDED ENTERTAINMENT DEALS IN DIFFERENT MEDIA CREATING A "WIN/WIN" AGREEMENT: VIDEO GAMES
Nicholas Longano, Massive Incorporated

ANATOMY OF BRANDED ENTERTAINMENT DEALS IN DIFFERENT MEDIA CREATING A "WIN/WIN" AGREEMENT: MOBILE AND WIRELESS
Alex Bloom, Motricity
Richard Eisert, Davis & Gilbert LLP
Matt Gillis, Cosmic Games

UNDERSTANDING CELEBRITY ENDORSEMENT CONTRACTS
Brian G. Murphy, Frankfurt Kurnit Kelin & Selz PC



DOCUMENT TYPES: PRESENTATIONS AVAILABLE: 0