Set Resources expands biz

Company's new unit to help brands get spotlight

Product placement venture Set Resources has expanded its client offerings, launching a branded entertainment, promotions and events marketing division.

For the past two years, company’s core business has revolved around brokering deals to integrate its clients’ products on the sets of films and TV shows.

But with advertisers growing increasingly interested in using entertainment to increase awareness for their goods, Set Resources will now also assist in inking sponsorships of celebrity events such as movie premieres, film festivals and award shows, develop marketing tie-ins with film and TV shows and help brands develop original advertainment projects.

Rival product placement shops such as Davie Brown Entertainment and Norm Marshall & Associates also offer such services.

“This is a natural progression for us,” Set Resources prexy-CEO Aaron Gordon told Daily Variety. “Many of our clients wanted to get more involved. Teaming brands with celebrity vehicles can achieve a phenomenal impact with modest costs above existing advertising.”

Set Resources’ client roster includes pretzel retailer Auntie Anne’s, Korbel champagne, Lancome skin and hair care, Scott’s Lawn and Garden, Haagen-Dazs ice cream, Malibu Rum, Stolichnaya Vodka, Beefeaters Gin and Clos Du Val Winery.

Over the past year, company has landed its clients placements in TV shows “CSI,” “Everybody Loves Raymond,” “The Sopranos,” “Curb Your Enthusiasm” and “Will & Grace,” as well as pics “The Hulk,” “The Matrix Reloaded,” “Bruce Almighty,” “Charlie’s Angels II,” “Terminator 3: Rise of the Machines,” “Anger Management” and “The Italian Job,” among others.

Clients have also been featured at the Sundance and Cannes film festivals, the Academy Awards and the Elizabeth Glaser Pediatric AIDS Foundation.

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