Tuesday, May 22nd, 2012
Publicis Groupe Media is launching a new division solely dedicated to branded entertainment: Core. The division aim to deliver ?true branded entertainment that builds a deeper emotional relationship with consumers, and ensures clients? products and services are seamlessly embedded within media channels.?
Core will be led by Wael Hattar, who has extensive experience on areas that deal with branded entertainment. He will give a fresh perspective on branded content, said Mike Readman from PGM MENA.
Core?s mission is to use superior understanding of the brand and develop tailor-made entertainment marketing campaigns within film, television, literature, events, and interactive programming. Its client list already includes Kraft and Sensodyne.
Hattar believes in the mission of Core and he thinks this type of innovation will go a long way in the advertising world. ?In an increasingly cluttered and fragmented media marketplace,? stated Hattar, ?the consumer is now firmly in control, and communications and brand contacts need to do more than just deliver traditional campaign efficiency.?
