In a further nod towards the growing importance of branded entertainment, Publicis Worldwide is launching a branded-entertainment division, Publicis Entertainment, that will help clients get their brands into entertainment pieces from television to games.
"We've been getting more and more interest from clients. It's the right business at the right time. In addition, entertainment and [intellectual property] has become increasingly important for our global clients; in fact, entertainment has been at the core of many of our clients -- the earliest soap operas are a great example of the genre. Last year branded entertainment in the U.S. market alone soared 12% to $24.97 billion. TV consumption has changed. The three-minute program is slowly joining the 30-second spot as an industry benchmark,” Publicis COO Richard Pinder told Advertising Age in an email.
The first office of Publicis Entertainment will open in London before rolling out to other key markets and will be part of the Publicis Worldwide network, owned by Publicis Groupe.
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