Denizen Returns with Another Product Integration Suit

By Kiran Aditham Comment


We knew this name sounded familiar. Just over two months ago, we reported on an NBC/Bing promo that resulted in a lawsuit brought by Delaware-based agency Denizen against JWT and parent WPP.

Well, Denizen apparently isn’t finished with its legal onslaught against WPP as it’s now suing the latter’s subsidiary media agency MindShare on the same basis that Denizen’s program-integrated advertising concepts were stolen. According to the blog THR, Esq., the new suit concerns the integration of Vaseline ads into a Lifetime series called Maneater (draw your own conclusions).

Like the JWT spat, though, Denizen isn’t specifically suing MindShare for patent infringement, but for misappropriating trade secrets, breaching a contract and misrepresenting after the defendant brokered an agreement between Unilever and Lifetime for the integration. You can read the actual complaint here.

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