Davie Brown Entertainment
Encyclopedia
Davie Brown Entertainment was founded in 1980 by Jim Davie, who had created the "Pepsi Challenge
" marketing program, and Brad Brown, as the entertainment marketing agency of PepsiCo
, which was concerned about how much exposure its primary competitor, The Coca-Cola Company
, had in the entertainment space. At the time it was founded, it was known as the "Pepsi-Cola Entertainment Group," according to the book Madison & Vine by Scott Donaton.
At the time it was founded, the agency was one of the first product placement
and entertainment promotion agencies in the U.S. For the first five years it was in business, the agency worked exclusively for PepsiCo.
Over the next decade, the Los Angeles-based agency expanded its client roster and moved into "brand integration," the planned, pay-for-play arrangement that is guarantees a brand's appearance in particular properties such as TV or film. The agency is credited with the first brand rebate on home video (E.T.), the first commercial on home video (Top Gun), the first animated product placement (Antz), and the first internet promotion (E-Trade/You’ve Got Mail).
Omnicom Group
(NYSE: OMS) acquired Davie Brown in September 2001 and added it to The Marketing Arm
, a network of marketing
services agencies specializing in non-traditional marketing.
Tom Meyer, a former director of marketing at Paramount Pictures
, currently serves as president of Davie Brown. Jim Davie remains as chairman and CEO. Meyer was responsible for the branded entertainment
deal between Mini
Cooper and Paramount Pictures to feature the cars in the 2003 remake of the movie "The Italian Job," starring Mark Wahlberg
, Charlize Theron
, and Edward Norton
.
Pepsi Challenge
The Pepsi Challenge has been an ongoing marketing promotion run by PepsiCo since 1975. It is also the name of a cross country ski race at Giant's Ridge Ski Area in Biwabik, Minnesota, an event sponsored by Pepsi.-Method:...
" marketing program, and Brad Brown, as the entertainment marketing agency of PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
, which was concerned about how much exposure its primary competitor, The Coca-Cola Company
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
, had in the entertainment space. At the time it was founded, it was known as the "Pepsi-Cola Entertainment Group," according to the book Madison & Vine by Scott Donaton.
At the time it was founded, the agency was one of the first product placement
Product placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
and entertainment promotion agencies in the U.S. For the first five years it was in business, the agency worked exclusively for PepsiCo.
Over the next decade, the Los Angeles-based agency expanded its client roster and moved into "brand integration," the planned, pay-for-play arrangement that is guarantees a brand's appearance in particular properties such as TV or film. The agency is credited with the first brand rebate on home video (E.T.), the first commercial on home video (Top Gun), the first animated product placement (Antz), and the first internet promotion (E-Trade/You’ve Got Mail).
Omnicom Group
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...
(NYSE: OMS) acquired Davie Brown in September 2001 and added it to The Marketing Arm
The Marketing Arm
The Marketing Arm is a marketing and promotions agency owned by Omnicom Group. The agency includes several specialty brands, including Millsport , Usmp , Davie Brown Entertainment , Wave , and Ipsh...
, a network of marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
services agencies specializing in non-traditional marketing.
Tom Meyer, a former director of marketing at Paramount Pictures
Paramount Pictures
Paramount Pictures Corporation is an American film production and distribution company, located at 5555 Melrose Avenue in Hollywood. Founded in 1912 and currently owned by media conglomerate Viacom, it is America's oldest existing film studio; it is also the last major film studio still...
, currently serves as president of Davie Brown. Jim Davie remains as chairman and CEO. Meyer was responsible for the branded entertainment
Branded entertainment
Branded entertainment, also known as branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. The purpose of a branded entertainment program is to give a brand the opportunity to communicate its image to its target...
deal between Mini
Mini
The Mini is a small car that was made by the British Motor Corporation and its successors from 1959 until 2000. The original is considered a British icon of the 1960s, and its space-saving front-wheel-drive layout influenced a generation of car-makers...
Cooper and Paramount Pictures to feature the cars in the 2003 remake of the movie "The Italian Job," starring Mark Wahlberg
Mark Wahlberg
Mark Robert Michael Wahlberg is an American actor, film and television producer, and former rapper. He was known as Marky Mark in his earlier years, and became famous for his 1991 debut as a musician with the band Marky Mark and the Funky Bunch. He was named No. 1 on VH1's 40 Hottest Hotties of...
, Charlize Theron
Charlize Theron
Charlize Theron is a South African actress, film producer and former fashion model.She rose to fame in the late 1990s following her roles in 2 Days in the Valley, Mighty Joe Young, The Devil's Advocate and The Cider House Rules...
, and Edward Norton
Edward Norton
Edward Harrison Norton is an American actor, screenwriter, film director and producer. In 1996, his supporting role in the courtroom drama Primal Fear garnered him a nomination for the Academy Award for Best Supporting Actor...
.