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Deutsch Forms Product Placement Unit

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NEW YORK Interpublic Group's Deutsch has established Media Bridge Entertainment, a product placement company that the agency said would be able to measure results for clients.

The new company, based at Deutsch in New York, uses a proprietary tool called Results Oriented Integration that measures and pays only for a product's onscreen exposure.

MBE is wholly owned by Deutsch and reports to the agency's chief media officer, Peter Gardiner.

In a statement, Gardiner said, "Product placement is an increasingly important way to connect with consumers in content, but marketers demand return on investment. Our program takes the guesswork out of the equation by using the industry's best and most rigorous measurement system to deliver results-oriented integration for the first time."

Deutsch COO Linda Sawyer said in a statement that the new company's "access to iTVX's system and a systemized approach allows us to provide more strategic product placement for our clients and reflects Deutsch's results-based orientation performance that is measurable and accountable."

The iTVX model puts a monetary value on product placement, and its system allows advertisers to view product placement on the Internet.

Deutsch's clients include Mitsubishi, Coors, Johnson & Johnson, Novartis, Bank of America, Expedia, Pier 1 Imports, Old Navy and Monster.