Two More Product-Placement Divisions Join the Fray

Branded entertainment divisions are popping up like daisies in springtime as agencies jockey for position in the highly lucrative world of product placement.

Last week, both Interpublic Group's Initiative Worldwide and Aegis Group's Carat Americas launched product-placement (and beyond) units.

The newbies join the likes of Publicis Groupe's Starcom, WPP Group's Mindshare, Omnicom Media Group and IPG's Magna Global, who have all launched similar divisions.

Interpublic Group's Initiative Innovations, which had been active in the company's European operation for several years, will now bring U.S. clients broadcast programming concepts, marketing programs and technology advertising platforms that break through the clutter of the 30-second spot in ways that exceed product placement, the company said.

Alan Cohen

Alan Cohen has been named to head the U.S. division as executive VP-managing partner. He will be based in Los Angeles. He had spent close to 25 years working in senior management positions at 20th Century Fox Film, ABC and NBC. Most recently, he was president of marketing for 20th Century Fox Film Corp.

Michael Yudin

Carat Americas launched Carat Entertainment, offering branded entertainment opportunities. Michael Yudin was named to head the New York-based department.

"The role of media buying companies has expanded enormously in recent years, and they are now the ideal place in which to develop branded entertainment," Yudin said in a statement.

Most recently, Yudin founded production company MY Entertainment. In a number of former roles he had been president of Montreal-based Telescene Entertainment beginning in 1995 as well as senior VP-sponsored programming at Viacom Entertainment starting in 1993.