Ogilvy Action creates exclusive alliance for movie marketing
9 May, 2002
Ogilvy Action, the promotional arm of the Ogilvy & Mather network in Asia Pacific has formed an alliance with Norm Marshall & Associates for entertainment and movie marketing in the Asia Pacific region.
Norm Marshall is one of the leading Hollywood entertainment agencies based in Los Angeles and is represented in the region in Sydney.
The alliance will create the opportunity to leverage exclusive placement and consumer or trade promotion deals for Ogilvy clients in the region, linked to major local and international television and film releases.
Mike Murphy, CEO for Ogilvy Action in Asia Pacific said "We believe movie marketing is a very strong promotional offering to many clients in this region, particularly given the young audience profile in Asia".
Areas of particular interest include access to film footage for use in television commercials, VIP advanced screenings, walk-on roles in films as prizes, access to props from the film, and promotional tie-ins with video and film releases. And of course major ticket promotions for all clients.
"We have already explored this for LG Electronics in Australia, with the placement of plasma screen product in The Matrix 2, and a walk on part in the film as a major consumer promotion prize" added Murphy.
"And for client Kimberley Clark, for Kotex, we ran a 50,000 free ticket promotion for the film 'Legally Blonde', in press and on web sites, which also included special merchandise and props from the film to be used as consumer prizes".
Richard Wiesel, Managing Director of Norm Marshall in Australia said "We are delighted to work with the Ogilvy network in the region to explore movie marketing with their full client base".
The list of upcoming films for the next 12 months with promotional opportunities includes the new Jackie Chan film, Shanghai Knights, the new James Bond movie, Men in Black 2 and Shrek 2.