Gone Hollywood
DraftWorldwide has an eye for entertainment.
You just can’t cut it these days unless you’ve got connections in show business.
So thinks Chicago – based DraftWorldwide, which recently hired former Frankel vp Tom Baer to establish an entertainment marketing group to complement the agency;s advertising, direct, and promotions operations.
Draft’s workload in entertainment marketing “has been increasing greatly in recent years, and now with the Kellogg business, they felt it was time to develop greater expertise in the field,” says Baer.
The mandate is “to enable our clients to use entertainment marketing, not to sell entertainment marketing specifically, “Bear says, “Anyy agency that wants to bring its cleints the best promotions needs that capability.”
Baer had been with Frankel since 1991, and served as vp-entertainment marketing since 1994. His portfolio includes Oldsmobile’s 1998 tie-in with The X-Files (which earned an EMMA from PROMO last spring), Deyer’s Ice Cream’s hook-up with Godzilla, and Kodak’s partnership with The Lost World. “He is second to none at utilizing entertainment tie-ins to grow a client’s business and brand.’ says Draft promo director Tina Manikas.
The new position also puts Baer in charge of Ideaworld, DraftWorldwide’s two-year-old ideation service. Exactly “how the twowill fit together is yet to be determined, “he says.
