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People's Daily Online>>China Business

JWT Shanghai opens global celebrity licensing unit

By Ding Yining (Shanghai Daily)

16:35, March 23, 2012

JWT Shanghai yesterday announced the launch a new business division to provide product placement services and licensing deals as an increasing number of domestic companies are seeking Hollywood star power to bring their brands to the international market.

JWT Entertainment, as the new business unit is known, will be collaborating with Beijing-based Filmworks China Entertainment Marketing to create branded content as well as licensing deals for brand commercials at a time Chinese companies are increasingly eager to raise their brand awareness through Hollywood blockbusters and big stars.

It's a combination of expertise that puts together Filmworks' rich experience of negotiating on Hollywood assets and JWT's deep understanding of clients' brand building and marketing.

JWT Entertainment's product placement service will be focused on popular dramas and movies made by Hollywood studios that are widely welcomed by domestic audience.


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