Product placement enhanced sponsorship props’s strategy

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					                                                               Product placement,
                                               enhanced sponsorship, props’s strategy,
                                                                          creative formats, etc.
                                      Getting the most of the AMS directive while facing the crisis!




Organised by                                                  Hosted by




                                           Paris, France
                                 THURSDAY, 15 OCTOBER 2009

  A workshop aimed at providing egta member sales houses and guests with a better understanding of how
  to make the most out of the new Audiovisual Media Services Directive, how to develop the best brand
  partnerships with advertisers through the use of product placement, a proper “props strategy”, enhanced
  forms of sponsorhip, more creative and innovative breaks, etc. One more tool on your way out of the
  crisis!!!


                        Fo r mo re info r ma ti o n: w ww . eg ta .c om or +32 2 290 31 32
Thursday 15 October 2009

09.00-09.15   Opening remarks
                                                                                                Katty Roberfroid, Director TV - egta

09.15-09.45   A trip down “sponsorship” creativity lane! A presentation of two particularly successful crossmedia campaigns
                                                                      Sylvie Knap, Crossmedia Director - France Télévisions Publicité

09.45-10.15   Product placement: complementary to or in competition with traditional TV advertising?
              Understanding first the legal framework, then the various existing types of product placement and finally the
              impact of such a practice on the television advertising market at large
                                                                         Philippe Bailly, President and Founder - NPA-Conseil France

10.15-10.30   The European point of view: what is the legal framework for sales houses to develop new advertising formats?
              The opportunities resulting from the adoption and transposition of the new Audiovisual Media Services directive
              and how to make out the most of the new regulation.
                                                                           Laura Sboarina, Regulatory & Public Affairs Officer - egta

10.30-10.55   Coffee break
10.55-12.40   Learning by doing: egta members share their experience and reveal the various facets of this new
              aspect of their trade: main points in a contract, pricing, revenue sharing, measurement, quality of the partnership,…
              Product placement in Finland: when a sales house’s legal and the marketing/sales departments work hand in hand!
              Understanding what we are talking about: what’s product placement and what’s strictly prop use?
                                                                          Petra Wikström, Vice President Media Policy - MTV Media
                                                                                     Merja Hartoneva, Product Manager- Subtv Oy
              Getting everyone to agree on a product placement deal and setting up the proper relationship between the sales
              house, the programming department, the production company and the advertiser!
                                                          Stijn Cavens, Head of non spot advertising - Vlaamse Media Maatschappij
              How do Product Placement and other new formats really work? Attracting advertisers, setting up the right price
              and proving the efficiency of such “new” products is not always easy! The art of developping brand partnerships!
                                                                             Andreas Raaf, Referent Future Solutions - IP Deutschland

12.40-13.10   The floor is yours!
              A “Q&A” session moderated and “enlightened” by:
                                                                          Laura Sboarina, Regulatory & Public Affairs Officer - egta
                                                                       Walter Zinggl, Vice-President - egta and CEO - ORF Enterprise
13.10-14.00   Lunch
14.00-14.30   Technology as a key to more creativity… and more revenue!
              Once the law is on your side, you still need the technology! What does today’s technology allow broadcasters to
              do and more importantly, what are the resulting marketing opportunities for sales houses?
                                                                                                   Mark Popkiewicz, CEO - MirriAd
14.30-14.45   Besides product placement, what else is new in the AMS Directive? Are there more opportunities for sales
              houses?
                                                                           Laura Sboarina, Regulatory & Public Affairs Officer - egta
14.45-15.15   The ultimate forms of “enhanced sponsorship”! Understanding how they work, how to set them up, how to price
              them and how to assess their impact! A look into SevenOne Media’s blue ads lab!
                                                                                   Oliver Jahn, Marketing Manager- SevenOne Media
15.15-15.45   And what if we went back to the more traditional breaks but offered more interactive, more creative and more
              innovative solutions to advertisers in need of communication strategies adapted to these times of crisis?
              Presenting the “Good Deal” breaks
                                                                                         Thierry Tacheny, CEO - VT4-SBS Belgium
15.45-16.15   The floor is yours!
              A “Q&A” session moderated and “enlightened” by:
                                                                          Laura Sboarina, Regulatory & Public Affairs Officer - egta
                                                                       Walter Zinggl, Vice-President - egta and CEO - ORF Enterprise

16.30         End of the meeting followed by the departure of participants