Turner Broadcasting, Starcom USA Strike Marketing Deal

Turner Broadcasting and Starcom USA have struck a year-long branded entertainment marketing and research deal -- the first of its kind, according to the companies.

A major focus will be to produce branded programming integrations of the big media agency’s clients for shows on TBS, TNT, Adult Swim and truTV.

The agreement -- which begins in the fourth-quarter period and runs through the third quarter of 2014 -- will generate research around these integrations. The goal is to better understand the effectiveness of branded entertainment deals.

Donna Speciale, president of Turner Entertainment and Young Adults Ad Sales, stated: “This limited, long-term partnership will allow us not only to create stronger brand integrations, but also to increase our understanding of which type of integrations work best within an entertainment environment.”

"We all know that content is the fuel for conversation and engagement," said Amanda Richman, president of investment and activation for Starcom USA. "Starcom's partnership with Turner truly brings science to the art of brand integration, empowering our clients to grow their commitment to content that works."

The companies said the deal came out of earlier discussions developed for the 2013-2013 upfront selling period that began in late May/early June

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