Shops Form Units for Product Placement

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NEW YORK There’s no business like show business for media shops, within which branded-entertainment divisions are proliferating like American Idol hopefuls. Last week two more agencies, Aegis Group’s Carat Americas and Interpublic Group’s Initiative, launched product-placement divisions.

They join Omnicom Media Group, IPG’s Magna Global, WPP Group’s MindShare and Publicis Groupe’s Starcom with units dedicated to an area in which media shops are increasingly taking the lead.

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