Meet the pluggers

While there are stringent rules regulating how brands are portrayed on television, advertisers have considerably more freedom if they want their products featured in films, computer games or music.

“With films it isn’t just about how much money a brand owner is willing to pay, but what they can offer the movie in terms of global cross-marketing support, including raising awareness at retail,” says Michael Wood, executive producer of brand entertainment agency Cocojambo.

The “advergaming” market is also expanding as games publishers target brands that want to reach their target market in nontraditional ways. Research firm Forrester estimates this sector will be a $1bn global industry by 2005. Among the brands already getting name checks in games are Heinz, Nestlé, HSBC, Tesco Personal Finance, MTV, The Sun and Thomas Cook.

“In the past, brands have tended to use this medium if they were aiming at teenage boys, but, as the creative possibilities increase, brands targeting other groups are getting involved,” says Wood. He is currently devising a life-simulator game for a pension provider to persuade 25 to 35-year-olds to think about their retirement.

Read the article: www.mediaweek.co.uk