Turner, Ad Agency to Pay Mass. Agencies $2M
By Linda Haugsted -- Multichannel News, 2/5/2007 12:35:00 PM
Turner Broadcasting System and its ad agency, Interference, will pay $2 million to a variety of state and local agencies in Massachusetts to reimburse them for their efforts to "disarm" promotional devices placed in the city last week as part of a marketing stunt, according to a settlement brokered by Massachusetts attorney general Martha Coakley.
In a joint statement from Turner and the agency, released through the attorney general's office, the businesses apologized for the marketing stunt they authorized and took responsibility for the reaction to the placement of 30 battery-powered video displays that promoted Cartoon Network series Aqua Teen Hunger Force. The units caused a panic when they were spotted attached to bridges and at other transit sites.
"We understand now that in today's post-Sept. 11 environment, it was reasonable and appropriate for citizens and law enforcement to take any perceived threat posed by our light boards very seriously and respond as they did," read the statement from the companies.
The statement added that the companies are reviewing their marketing strategies to avoid any future incidents.
According to the attorney general's office, $1 million of the payment will reimburse the response costs incurred by such state and local agencies as the state police; state homeland defense; transportation agencies; the cities of Boston, Somerville and Cambridge; and the U.S. Coast Guard. Another $1 million was characterized as "goodwill funds," which will be used to support homeland security, improve emergency preparedness and fund education programs.
The settlement prevents civil and criminal actions against the companies. However, it does not address the fate of two local artists, Peter Berdovsky and Sean Steven, according to the attorney general's office. They were hired by Interference to place the light boards and are being prosecuted separately.
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