MindShare, ABC slate "The Days," scripted series for Unilever and other clients

The first project to grow out of MindShare's program development agreement with ABC is "The Days," a dramatic series that is already being backed by Unilever and another large, unnamed client of the media agency. As part of the deal, the two MindShare clients have already made commitments to advertise in the show, a scripted series that is aimed at a broad family audience.

Terms of the deal were not disclosed but MindShare North America CEO Marc Goldstein said the agency has an ownership stake in the series, and that Unilever participates in it directly, as well. Other MindShare clients who sign on to support it will have limited advertising exclusivity in certain categories.

"We're putting an investment into this," Goldstein told MediaDailyNews, though he declined to elaborate other than to say, "I think everybody benefits from it. That's the beauty of this."

Aside from the financial arrangements, Goldstein said the early involvement of the agency and its clients in the development process enhance the possibility for integrating brands and products into the scripted series, though he emphasized there still are no guarantees that will come to fruition.

Read the article: www.mediapost.com