Media Agencies Look Beyond Placement Deals

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WPP’s Mediaedge:cia last week became the latest media agency to jump on the branded-entertainment trend, acquiring a 20 percent stake in New York entertainment consultancy The Leverage Group.

As media agencies become more heavily involved in negotiating content-commerce deals for their clients, they’re crafting deals that go beyond product placement and devising ways to better measure results.

“Although conceptually this type of marketing is as old as television,” said Alexia Quadrani, a managing director and ad analyst for Bear Stearns & Co.,



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