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Ideocracy To Expand Sponsored Makeover Show

  • Adweek, Tuesday, October 28, 2008 9:30 AM

Marketing agency Ideocracy, is seeking to upgrade the "FutureMe" career makeover TV show it created this year for staffing company Adecco in Europe. Adecco and Ideocracy are also seeking a co-sponsor this time around.

The first season, which consisted of six half-hour episodes, ran in the spring on MTV in Belgium, the Netherlands and Luxembourg. The most popular episode attracted about 100,000 viewers. The agency is negotiating to change the format and broaden the target audience for season two.

The unbranded show is part of Adecco's marketing outreach. People who sign up for casting calls submit resumes that become part of Adecco's database. Web sites related to 'FutureMe' also include links to the company's site.



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