Warner Bros. wasn’t the only one celebrating the success of “The Dark Knight.” So was Daphne Briggs.
As partner and managing director at Propaganda Global Entertainment Marketing, whose clients include Audi, Bulgari, Campari, Diesel, Lacoste and Panasonic, Briggs’ job is to make consumer brands look cool.
In the Batman sequel, Bruce Wayne drives an MV Agusta motorcycle and a Lamborghini, owns Bang & Olufsen electronics in his penthouse and uses a Nokia phone.
“Thankfully, we have cool brands, so my job is easy,” says Briggs, 37, who also secured exposure for clients in “Batman Begins.”
This year, Briggs has placed products in or created promotions for clients around “Cloverfield” and “Hancock.” She is already working on deals for next summer’s tentpoles “G.I. Joe,” “Terminator Salvation” and “2012.”
Last year she landed prime spots for Nokia in the summer films “Transformers” and “Mission: Impossible III” as well as “The Simpsons Movie,” where the company’s signature ringtone was heard coming out of an animated pig.
That kind of exposure is fine for
Briggs. As long as it’s positive.
While the projects may be high-profile, there isn’t a single type of film Briggs looks for. “We equate it to a stock portfolio,” Briggs says. “You want a mix of independents and blockbusters.”
Before joining Propaganda in 2000, Briggs was in production resources as a product-placement coordinator at Sony Pictures, working on the studio’s slate of TV shows and movies, and on integrating Sony’s electronics products into projects.
The importance of such deals is expected to increase as the congloms that own the studios focus more on their bottom lines, and the buzz around a pic can affect stock prices.
“Studios want more butts in seats, and partners can help you market your movie in places where you may not be,” Briggs says. “The studios are more receptive to a partnership. Now it feels more 50/50. That wasn’t necessarily the case several years ago.”
Role models: Producer Marykay Powell and real-estate maven Christa Feeney.
Three things in life I can’t do without: “The Internet, my Nokia N95 cell phone, my iPod Nano.”
If not Hillary, then who? “Barack Obama is the only way to go.”
Fave leisure activity: “Without a doubt, taking a nice long nap.”
Career mantra: “There’s no ‘I’ in team. What’s good for Propaganda is good for me. And the only constant in life is change.”