In 2002, Dentsu signed a business partnership with the Los Angeles-based entertainment marketing agency Norm Marshall & Associates Inc. (NMA), an industry leader in product placement. Product placement is a marketing method wherein a company's brand or logo makes a visible or audible appearance in a film or TV program. Recently, cross-promotions are gaining in popularity. Cross-promotion is a product or brand campaign utilizing a film or TV program property (sometimes in exchange for product placement). Dentsu works with Norm Marshall & Associates to step up the marketing of Hollywood movie product placement services and cross-promotion services in Japan to Japanese clients.
In 2003, both Geneon Entertainment and Geneon Entertainment (USA), companies active in movies and music software, were added to the Dentsu Group. Geneon is a leading company in the content package industry that develops, acquires and sells a wide range of music and film content, including Japanese films, anime and Hollywood movies. In collaboration with Geneon Entertainment, Dentsu is able to provide integrated planning services from content development to sales. In the future, this integration will create further synergy within the Dentsu Group enabling Dentsu to create business plans for clients utilizing specific content as well as multi-tiered campaigns involving Dentsu-produced content.
> Geneon website
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