Mr. Spurlock made over 600 different calls to different brands and agencies to lend their support for the movie, which explores product placement largely by documenting his quest to land and execute deals with sponsors. It wasn't until agency pros Richard Kirshenbaum and Jonathan Bond joined the effort that Mr. Spurlock was able to snag his first sponsor, Ban deodorant, as seen in the film. But off-screen, Hyatt's former senior VP-marketing, Amy Curtis-McIntyre, also played a key role in not only getting the hotel chain to sign off on the film, but also introduced Mr. Spurlock to other brand partners such as JetBlue and Mini Cooper. She was later named marketing chief at Old Navy, where she was able to turn the company's former "no" into a green light
Spurlock's 'Greatest Movie Ever Sold' Adds Yet More Sponsors | MediaWorks - Advertising Age
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