Thursday, May 17th, 2012
A small ad firm is suing JWT and its parent company WPP for the concept of using product placement to promote Microsoft?s search engine, Bing.
Denizen says that it tried to strike an agreement with WPP in 2002 to share its method for brand integration. The deal never materialized and it the idea was dumped in 2006. Several months ago, JWT got the Bing account, which is estimated to cost around $100 million.
Denizen is now accusing JWT of stealing its idea to feature actors from a TV show in commercials for commercials in the program and on the network. JWT was planning to use stars from NBC?s The Philanthropist for the project.
Denizen says that it has suffered damages due to JWT?s use of ?their? concept. As of press time, the firm did not cite the exact amount they were charging.
Source: PaidContent.org
