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"To fully exploit the opportunities branded entertainment can bring to our clients, we must first acknowledge it is not just about identifying a programme or format that fits the brand profile and then leaving it to other people to make it happen. Through the expertise Wael brings to our new in-house division, we can ensure we are at the heart of idea generation, taking a deeper, more integrated role within the development and stewardship of the end solutions. This leaves the client with a comforted feeling that their brand is safe and in the hands of people who understand it,"said Mark Hamilton, Regional Planning Director, SMG MENA
Core's mission is to use this superior brand understanding to develop tailor-made entertainment marketing platforms within film, television, literature, events and even interactive programming. This December, for example, look out for the Kraft segment with chef Osama on his Dubai TV cooking show, and Sensodyne's 'Assnan fi amaan', which goes live every Saturday for the next 10 weeks on MBC's 'saba7 el kheir ya 3arab.'
Innovations - like the unique new approach to sponsorship core has developed with Tang - are essential, claims Hattar, because "in an increasingly cluttered and fragmented media marketplace, the consumer is now firmly in control, and communications and brand contacts need to do more than just deliver traditional campaign efficiency."
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Posted by Rana Mesbah
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