Lego is set to become the first client to capitalise on Primesight’s new ‘Primespot’ technology which takes the traditional ‘gold spot’ advertising seen on-screen before a film into the foyer, maximising exposure to the target audience.

The technology will revolutionise how digital cinema advertising is sold, serving the ad exclusively for 15 minutes in the foyer ahead of a specific feature film. The average cinema goer spends 14 minutes in the foyer ahead of watching their film, which means that ‘Primespot’ minimises wastage and targets the desired audience at a moment when they are most receptive to the message.

Aniskha Fernando, Senior Client Manager at Posterscope, said: “Cinema foyer advertising has always been a great format for us to target LEGO’s audiences, and through Primespot we are now able to be more niche with our targeting and dominate foyer presence during the all-important 15 min lead up to the show.

Lego have purchased 1,750 hours across Primesight’s cinema portfolio of digital 6-sheets, which will run daily before showings of Rogue One: A Star Wars Story, at 120 cinemas in a nationwide campaign. The Lego spots will be served directly before what is set to be this year’s festive blockbuster and will feature Lego’s Star Wars range. As one of the biggest films of 2016, Rogue One is expected to take £80 million at the box office.

Dan Sharp, Head of Digital at Primesight, commented: “Through Primespot, we hope to reach out to audiences when they are at their most receptive, to build upon brand engagement at the first touchpoint: in the foyer of a cinema. Our first campaign with Lego is one we are very excited about and is the first step in showcasing just what brands and advertisers can creatively do in this space.”

2016 was another record year for UK cinema, which defied expectations to continue to deliver on the impressive growth of 2015. The total UK box office crossed £1bn in record time, hitting the figure by October 8th, and beating last year’s record by nearly three weeks. Increasing footfall and spend in cinemas around the UK means that engaging audiences in the time they spend before watching the film is even more important, which is why Primesight developed ‘Primespot’.

Primesight is one of the UK’s largest suppliers of out of home (OOH) solutions.  Its product portfolio reaches audiences in a range of environments including Roadside, Airports, Cinema, Retail Convenience, and Subway transit.  The operation of the largest UK network of fully interactive screens allows touch, sound and gesture engagement as well as mobile connection through touch points.

The post Lego, Primesight take ‘gold spot’ ads into cinema foyer appeared first on IPM Bitesize.

Award winning prize and promotions specialist The IMS Agency is extending its service offering with the creation of a new division, IMS Partnerships, and the appointment of Jonathan Bonnett, former Director of International Promotions at Paramount Pictures International and Head of Group Marketing Partnerships at Merlin Entertainments, to run it.

IMS, which has just celebrated its 16th birthday, is launching the division to meet demand from its extensive client base for innovative partnerships that can influence behaviour, drive performance and build relationships between brands, films, TV shows and other Intellectual Property products.

Bonnett brings with him a wealth of experience in planning and facilitating brand partnerships within entertainment and leisure. The new division will have a partnerships focus in travel, tourism, destinations, and hospitality and leisure, drawing on IMS’ extensive network of suppliers in the industry built over 16 years of trading.

Simone Moretta, Managing Director at The IMS Agency, says: “We are thrilled that The IMS Agency continues to go from strength to strength. The existing prize and promotions division of our agency complements IMS Partnerships, ensuring that clients receive integrated strategic thinking that drives consumer awareness and action. “

Jonathan Bonnett, Brand Partnerships Director at The IMS Agency, adds: “We’re excited to be able to extend the services of The IMS Agency by sourcing like-minded brand partners to create impactful and mutually beneficial collaborations with upcoming movies, TV shows and IPs, and where possible utilise the aspirational prize solutions which we’ll manage and fulfil all under one roof.”

Past IMS clients have included McDonald’s, Kelloggs, O2, SAB Miller, Universal, Lions Gate, Sky, MasterCard, Heineken, Nestle and P&G.

The post IMS Agency adds partnerships division appeared first on IPM Bitesize.

Ros Carmoody has been promoted to Partnerships Director at creative marketing agency Brand & Deliver, and also joins the Executive Board.

In her new role, Carmoody will oversee all partnership accounts at Brand & Deliver including Sony Pictures International and all major UK Distributers, including Disney, Universal, Paramount and Warner Bros.

She has led multiple award-winning campaigns during her six years at the agency and is currently shortlisted for Screen International’s Brand Partnership of the Year 2016 for her Angry Birds and Peperami campaign.

Ben Gallop, CEO of B&D, says that Carmoody’s promotion is in recognition of her outstanding contribution to the launch and development of the partnerships business and her delivery of 25% year on year growth since 2010. “Ros’s promotion is a reflection of her hard work, commitment and can-do attitude from day one at B&D. She has led the partnerships business from strength to strength, delivering remarkable year on year growth and inspiring the rest of the team to reach their full potential. Our clients want Ros in charge of their account. They trust her 100% and feel totally reassured when she’s in control, as do I. This promotion is thoroughly deserved.”

Ros Carmoody adds: “Building the partnerships division at Brand & Deliver over the last six years has been hard work but great fun. I’m excited to join the Board and take on this new challenge as we grow our reputation in new markets such as publishing and TV.”

The post Brand & Deliver puts Carmoody on board appeared first on IPM Bitesize.