Turner Broadcasting System, Inc. and Starcom are engaging in a brand integration and research partnership during the 2013-14 TV season.
Devloped for the upfront, the agency-wide deal is focused on increasing organic brand integrations for Starcom clients within original programming airing on TBS, TNT, Adult Swim and TruTV. The deal also includes an extensive, customized research study designed to provide better understanding of the overall effectiveness of product integrations. Kicking off with this quarter, the partnership extends through third quarter 2014.
Under the pact, writers and producers for TBS, TNT, TruTV and Adult Swim’s live-action originals have access to Starcom’s portfolio of leading brands, including entries in such categories as technology, quick-service restaurants, consumer packaged goods and retail. The creatives can incorporate the brands -- several of which are already in consideration during the development process -- within shows where the integration makes sense.
Moreover, the agency and the programmer will build a large-scale, custom research study to test the effectiveness of various forms of brand integration; evaluating active, passive and incidental integrations. The two companies hope to better understand the overall effectiveness of each type of integration, as well as the impact when each is used in conjunction with various forms of advertising and promotions.
“A deal of this magnitude is a prime example of how Turner Broadcasting is evolving client conversations within our industry to deliver greater insight and impact, as well as to better help agencies meet their demanding goals,” said Donna Speciale, president of Turner Entertainment and Young Adults Ad Sales. “This limited, long-term partnership will allow us not only to create stronger brand integrations, but also to increase our understanding of which type of integrations work best within an entertainment environment.”
Noted Amanda Richman, Starcom president of investment and activation: "We all know that content is the fuel for conversation and engagement. Starcom's partnership with Turner truly brings science to the art of brand integration, empowering our clients to grow their commitment to content that works."