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Delaware-based ad agency Denizen is suing media shop Mindshare for allegedly stealing an idea to integrate a brand of Vaseline into a Lifetime miniseries called Maneater.
In the complaint, Denizen says that TV networks face the problem of viewers not paying attention to ads in between segments of a show and claims to have “created the concept of ‘program integrated advertisement’ in order to entice viewers to pay attention to advertisements in various media, including, but not limited to, television, radio and the Internet.”
Denizen
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