IPG Agencies Link for Entertainment Sector Insights

In the US, Interpublic Group-owned marcoms agency R&CPMK and media and marketing solutions provider Mediabrands have launched a tech platform called 'UpstreamPOP', combining the latter's audience intelligence with the former's expertise and relationships across the entertainment industry.

The new UpstreamPOP provides solutions for agency clients looking for brand integration opportunities and partnerships with studios, networks, producers, directors, and showrunners across the entertainment ecosystem. Using Mediabrands' understanding of motivations, behavior, and touchpoints of audiences, UpstreamPOP will aim to deliver reach and relevance to brand integration partnerships at scale.

In addition, the solution will use proprietary measurement tools and IPG's data library to provide brands with customizable search and filtering of integration and promotional opportunities that best reach their key audiences. At launch, UpstreamPOP will feature more than 2,000 brand integration opportunities across non-ad-supported original content including film, television, music videos and more.

Mark Owens, CEO, R&CPMK, says that UpstreamPOP not only provides brands the 'best integration opportunities' to reach their target audience, whether on linear or streaming, it also provides clients with the ability to secure their deals in real-time. Brendan Gaul, Global Chief Content Officer, Mediabrands, adds: 'The launch of UpstreamPOP further expands our capabilities by providing clients with a data-driven and measurable way to reach the audiences they desire most, through entertainment where advertising space can't be bought.'

Web sites: www.rogersandcowanpmk.com and www.ipgmediabrands.com .