Gotham-based praisery Ketchum has sprouted an entertainment marketing arm, aiming to fuel consumer product firms with Hollywood resources.
Ketchum’s new division will match relevant film, TV and music properties with its clients’ offerings via product placement, celeb endorsement and sponsorship deals.
“Our clients are looking to us as brand stewards, and that has come to involve entertainment as it becomes the preferred language to build a global brand,” said Ketchum partner and director of brand marketing Barri Rafferty.
Mark Malinowski has been tapped senior veep of Ketchum Entertainment Marketing, leading staffers from KEM’s New York office.
Most recently, Malinowski worked at Levi Strauss & Co., negotiating pacts between Levi brands and the films “The Mod Squad” (MGM), “Mystery Men” (Universal), “Whatever It Takes” (Sony) and WB series “Roswell.”
Tom Freydl, formerly entertainment marketing director at Bragman Nyman Cafarelli, has been named VP of KEM and will be based in Los Angeles. While at Bragman, Freydl worked with such clients as Levi Strauss & Co., Clinique, Bloomingdale’s, and the Movado Group.
Both Freydl and Malinowski will report to Ketchum’s Rafferty and its Los Angeles office director Sean Fitzgerald.
Ketchum drums up buzz for such companies as Maybelline, Federal Express, Visa, Mattel and Sony Home Video.