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UPFRONT
The UK’s leading entertainment marketing agency
ENTERTAINMENT MARKETING
Entertainment Marketing is how we describe the range
of services we offer to brands, media owners and
agencies
OUR HITS
Award winning entertainment marketing




                                                   A unique REM album
                                                   only in The Times.
                                                   Don’t miss your free iTunes card next Saturday.
                                                   You can download 10 REM tracks with your free iTunes card
                                                   and be the first to own songs from their new live album
                                                   plus five REM classics including ‘Losing my Religion’ and
                                                   ‘Man on the Moon’.
                                                   Be part of the times.




                                                                                       Free live album on iTunes.
                                                                                         Please see back of card for download code.




  Retained by               Created the     The world’s first                                                                          Record breaking
  Nestle for on            award winning         digital                                                                                covermount
   pack cereal             Foster’s Funny   covermount with                                                                             promotions
  promotions               entertainment         iTunes
   worldwide                  platform
ALL ENTERTAINMENT GENRES
Experienced in working with content and talent in all genres and across all channels & formats
INDUSTRY INSIDERS
We have over 20 years experience in working with content, talent, brands and media owners
CORE SERVICES
Entertainment marketing specialists

   Branded Entertainment              Promotions   Partnerships   Sponsorships &
                                                                   Endorsements
ANCILLARY SERVICES
Entertainment marketing specialists

    Talent liaison & rights      Content production   Direct to consumer
                                                          fulfillment       Festival marketing
          clearance
CLIENTS
OUR BELIEFS
CONTENT
It is entertainment content that drives true consumer engagement




                                                             Content that really entertains is the content
                                                            that people will want to spend time with and
                                                                                                  pass on.

                                                            Brands need lots of dynamic and compelling
                                                            entertainment content so that they can keep
                                                                              engaging with consumers

                                                           Content allows a brand to develop stories but
                                                          also allows consumers to add to those stories.
ENGAGEMENT
Entertainment content is the engagement glue of the web




                                                          “In a world with so much consumer choice and
                                                              with all the challenges they face, marketers
                                                             need to make sure their advertising works…

                                                          The issue is how advertisers can connect with
                                                                                                people.

                                                                           It is now about engagement.”

                                                                      Wenda Harris Millard, CRO, Yahoo!
PLATFORMS
An engagement platform delivers deeper interaction and connection with brands




                                                           Forms the basis for long term consumer (and
                                                                                  retailer) relationships

                                                                            Creates fans not consumers

                                                                 Pulls consumers into a long term story.
FANS
Consumers who are fully engaged, loyal and act as advocates
                                                                   ‘Owned spaces’
                                                               Messages delivered via
                                                                 brand’s -controlled
                                                                       channels:
                                                              website, onpack promotion,
                                                                  Twitter, Facebook



                                                                    ‘Bought spaces’
                                                              Messages delivered through
                                                                  online advertising:
                                                               Search, Facebook, mobile,
                                                                        Twitter


                                                                   ‘Earned spaces’
                                                               Conversations started by
                                                                brand & continued by
                                                                others in social spaces
                                                                   (Blogs, fansites,
                                                                    communities)
SERVICES
BRANDED ENTERTAINMENT
We create engagement platforms for brands that deliver cultural traction and engage fans
BRANDED ENTERTAINMENT
The multi channel platforms are driven by entertainment content which is distributed through
social media and amplified by bought media
BRANDED ENTERTAINMENT
Creating content for brands: blogs, videos, magazines, lanyards and programmes
BRANDED ENTERTAINMENT
Supported by paid for media




In app advertising        Facebook advertising   Banner advertising
PROMOTIONS
Driving consumer engagement and sales as part of an entertainment platform
PROMOTIONS
We activate via on pack, covermount, in store, digital, events, vouchers and loyalty clubs
PROMOTIONS
Digital onpack




         On pack code and   Enter code and choose 3 songs   Downloads begin via Amazon mp3
           instructions
PROMOTIONS
Online and mobile
PROMOTIONS
CD and DVD covermounts
PROMOTIONS
Digital covermounts
PROMOTIONS
In app and mobile
PROMOTIONS
Loyalty clubs


              Free 10 track                                                                                                                              Caitlin
                                                                                                                                                          Moran
                                                                                                                                                           My
                                                                                                                                                         Gordon
              Massive Attack                                                                                                                    How posh Brown
                                                                                                                                                are you? disaster
              album download from iTunes today
                                             y               iTunes card inside magazine pack                                                   Take
                                                                                                                                                Take our quiz
                                                                                                                                                 ak      quiz                           Magazine



                                                                                                                                                             2GM




                  Max 13C, min 0C
                                                                                       SATURDAY
                                                                                   March 27 2010 | timesonline.co.uk | No 69906
                                                                                                                                                                                  Don’t forget the clocks
                                                                                                                                                                                  go forward at 1am                    £1.50



           Rome puts
                                                                                                                                                                                                            ANDREW LLOYD/WALES NEWS




           pressure on
           Catholic
           leader to quit
           Resignation sought over child abuse scandal
           Ruth Gledhill, Jill Sherman                gation is expected to cost up to £40 mil-
                                                      lion and take no longer than five years.
           The head of the Roman Catholic                “It’s difficult to see anything other
           Church in Ireland will be pressed to       than a significant inquiry being held,” a
           quit if he refuses to resign over the      senior government source said. “There
           growing child abuse scandal, The Times     was an acknowledgement that there’s a
           has learnt.                                need to act with expediency.”
             Nothing less than Cardinal Sean             By announcing an apostolic visita-
           Brady’s resignation will diminish fury     tion to the Irish Church in a letter last
           at the highest levels in Rome over his     week, Pope Benedict XVI effectively
           role in paedophile priest cover-ups.       placed it in receivership.
             The Northern Ireland Assembly               Dr Brady’s exit, after the resigna-
           prepared last night to order an official   tions of two other bishops, would set in
           investigation into child abuse in the      train a Catholic reformation in the
           Province after details emerged of more     country. Other bishops are also expect-
                                                      ed to go after the influential Tablet
                                                      journal called for the forced retirement
           Scandal closes                             of nearly all as the mood in Ireland
                                                      reaches “zero tolerance”.
           in on the Pope                                Dr Brady apologised last week for his
           News, pages 6, 7                           role in a church tribunal on allegations
                                                      made by a 14-year-old boy against
                                                      Brendan Smyth, a priest whose case
           attacks on children by members of the      brought down the Irish Government in
           clergy.                                    1994. The victim was sworn to secrecy
              Dr Brady is spending the days before    after the proceedings.
           Easter considering his position as Arch-      But the view in Rome is that this has
           bishop of Armagh. Although there is        not gone far enough and there has
           no canonical procedure to remove him,      been no popular groundswell of
           if he refuses to go voluntarily pressure   support for Dr Brady in Ireland.
           from the Holy See will make his               The scandal spread closer to home
           departure inevitable. “Ireland needs a     for the Pope yesterday as, in Italy, a
           fresh start,” a source in Rome said. “By   group of victims appeared on television
           clinging on, he is putting his own         to allege that two dozen priests in         Matt Smith, the new Doctor Who, is reviving the fortunes of a fashion label threatened with extermination News, page 12
           interests before the Church’s.”            Verona had abused children at a school
              The inquiry would be similar to that
           which uncovered a shocking litany of
           historic crimes in the Republic of
           Ireland last year. An official investi-
                                                      for the deaf for decades. The Holy See
                                                      attempted to blame the media for
                                                      Continued on page 7, col 3
                                                      Leading article, page 2
                                                                                                  Guess Who is saving Harris Tweed?
PROMOTIONS
Facebook promotions to drive sales, traffic, fans,
awareness and capture data using competitions,
quizzes, coupons, user-generated photos, blogs, and
videos
 
PARTNERSHIPS
The right partnerships provide mutual credibility, adding legitimacy and relevance.
PARTNERSHIPS
We put together brands, media owners, entertainment content creators & talent
SPONSORSHIP & ENDORSEMENTS
We broker and deliver partnerships between talent and brands
TALENT AND RIGHTS
We source the talent and clear the rights for all kinds of marketing campaigns
CONTENT PRODUCTION
We executively produce branded entertainment content using the best in class producers from all
entertainment sectors
DIRECT TO CONSUMER FULFILLMENT
We fulfill our promotions and partnerships including pick & pack, manufacture, merchandise,
despatch
FESTIVAL MARKETING
We provide a bespoke service for brands wishing to work within the music festival sector including
merchandise, programmes, lanyards, on site sponsorship & activation and perimeter fence advertising
THANKS
      UPFRONT. The UK’s leading entertainment marketing agency.




Unit 217 Buspace Studios, Conlan Street, London W10 5AP
T 020 7565 0050
shout@upfrontuk.com

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Upfront - Our services and beliefs

  • 1. UPFRONT The UK’s leading entertainment marketing agency
  • 2. ENTERTAINMENT MARKETING Entertainment Marketing is how we describe the range of services we offer to brands, media owners and agencies
  • 3. OUR HITS Award winning entertainment marketing A unique REM album only in The Times. Don’t miss your free iTunes card next Saturday. You can download 10 REM tracks with your free iTunes card and be the first to own songs from their new live album plus five REM classics including ‘Losing my Religion’ and ‘Man on the Moon’. Be part of the times. Free live album on iTunes. Please see back of card for download code. Retained by Created the The world’s first Record breaking Nestle for on award winning digital covermount pack cereal Foster’s Funny covermount with promotions promotions entertainment iTunes worldwide platform
  • 4. ALL ENTERTAINMENT GENRES Experienced in working with content and talent in all genres and across all channels & formats
  • 5. INDUSTRY INSIDERS We have over 20 years experience in working with content, talent, brands and media owners
  • 6. CORE SERVICES Entertainment marketing specialists Branded Entertainment Promotions Partnerships Sponsorships & Endorsements
  • 7. ANCILLARY SERVICES Entertainment marketing specialists Talent liaison & rights Content production Direct to consumer fulfillment Festival marketing clearance
  • 10. CONTENT It is entertainment content that drives true consumer engagement Content that really entertains is the content that people will want to spend time with and pass on. Brands need lots of dynamic and compelling entertainment content so that they can keep engaging with consumers Content allows a brand to develop stories but also allows consumers to add to those stories.
  • 11. ENGAGEMENT Entertainment content is the engagement glue of the web “In a world with so much consumer choice and with all the challenges they face, marketers need to make sure their advertising works… The issue is how advertisers can connect with people. It is now about engagement.” Wenda Harris Millard, CRO, Yahoo!
  • 12. PLATFORMS An engagement platform delivers deeper interaction and connection with brands Forms the basis for long term consumer (and retailer) relationships Creates fans not consumers Pulls consumers into a long term story.
  • 13. FANS Consumers who are fully engaged, loyal and act as advocates ‘Owned spaces’ Messages delivered via brand’s -controlled channels: website, onpack promotion, Twitter, Facebook ‘Bought spaces’ Messages delivered through online advertising: Search, Facebook, mobile, Twitter ‘Earned spaces’ Conversations started by brand & continued by others in social spaces (Blogs, fansites, communities)
  • 15. BRANDED ENTERTAINMENT We create engagement platforms for brands that deliver cultural traction and engage fans
  • 16. BRANDED ENTERTAINMENT The multi channel platforms are driven by entertainment content which is distributed through social media and amplified by bought media
  • 17. BRANDED ENTERTAINMENT Creating content for brands: blogs, videos, magazines, lanyards and programmes
  • 18. BRANDED ENTERTAINMENT Supported by paid for media In app advertising Facebook advertising Banner advertising
  • 19. PROMOTIONS Driving consumer engagement and sales as part of an entertainment platform
  • 20. PROMOTIONS We activate via on pack, covermount, in store, digital, events, vouchers and loyalty clubs
  • 21. PROMOTIONS Digital onpack On pack code and Enter code and choose 3 songs Downloads begin via Amazon mp3 instructions
  • 23. PROMOTIONS CD and DVD covermounts
  • 26. PROMOTIONS Loyalty clubs Free 10 track Caitlin Moran My Gordon Massive Attack How posh Brown are you? disaster album download from iTunes today y iTunes card inside magazine pack Take Take our quiz ak quiz Magazine 2GM Max 13C, min 0C SATURDAY March 27 2010 | timesonline.co.uk | No 69906 Don’t forget the clocks go forward at 1am £1.50 Rome puts ANDREW LLOYD/WALES NEWS pressure on Catholic leader to quit Resignation sought over child abuse scandal Ruth Gledhill, Jill Sherman gation is expected to cost up to £40 mil- lion and take no longer than five years. The head of the Roman Catholic “It’s difficult to see anything other Church in Ireland will be pressed to than a significant inquiry being held,” a quit if he refuses to resign over the senior government source said. “There growing child abuse scandal, The Times was an acknowledgement that there’s a has learnt. need to act with expediency.” Nothing less than Cardinal Sean By announcing an apostolic visita- Brady’s resignation will diminish fury tion to the Irish Church in a letter last at the highest levels in Rome over his week, Pope Benedict XVI effectively role in paedophile priest cover-ups. placed it in receivership. The Northern Ireland Assembly Dr Brady’s exit, after the resigna- prepared last night to order an official tions of two other bishops, would set in investigation into child abuse in the train a Catholic reformation in the Province after details emerged of more country. Other bishops are also expect- ed to go after the influential Tablet journal called for the forced retirement Scandal closes of nearly all as the mood in Ireland reaches “zero tolerance”. in on the Pope Dr Brady apologised last week for his News, pages 6, 7 role in a church tribunal on allegations made by a 14-year-old boy against Brendan Smyth, a priest whose case attacks on children by members of the brought down the Irish Government in clergy. 1994. The victim was sworn to secrecy Dr Brady is spending the days before after the proceedings. Easter considering his position as Arch- But the view in Rome is that this has bishop of Armagh. Although there is not gone far enough and there has no canonical procedure to remove him, been no popular groundswell of if he refuses to go voluntarily pressure support for Dr Brady in Ireland. from the Holy See will make his The scandal spread closer to home departure inevitable. “Ireland needs a for the Pope yesterday as, in Italy, a fresh start,” a source in Rome said. “By group of victims appeared on television clinging on, he is putting his own to allege that two dozen priests in Matt Smith, the new Doctor Who, is reviving the fortunes of a fashion label threatened with extermination News, page 12 interests before the Church’s.” Verona had abused children at a school The inquiry would be similar to that which uncovered a shocking litany of historic crimes in the Republic of Ireland last year. An official investi- for the deaf for decades. The Holy See attempted to blame the media for Continued on page 7, col 3 Leading article, page 2 Guess Who is saving Harris Tweed?
  • 27. PROMOTIONS Facebook promotions to drive sales, traffic, fans, awareness and capture data using competitions, quizzes, coupons, user-generated photos, blogs, and videos  
  • 28. PARTNERSHIPS The right partnerships provide mutual credibility, adding legitimacy and relevance.
  • 29. PARTNERSHIPS We put together brands, media owners, entertainment content creators & talent
  • 30. SPONSORSHIP & ENDORSEMENTS We broker and deliver partnerships between talent and brands
  • 31. TALENT AND RIGHTS We source the talent and clear the rights for all kinds of marketing campaigns
  • 32. CONTENT PRODUCTION We executively produce branded entertainment content using the best in class producers from all entertainment sectors
  • 33. DIRECT TO CONSUMER FULFILLMENT We fulfill our promotions and partnerships including pick & pack, manufacture, merchandise, despatch
  • 34. FESTIVAL MARKETING We provide a bespoke service for brands wishing to work within the music festival sector including merchandise, programmes, lanyards, on site sponsorship & activation and perimeter fence advertising
  • 35. THANKS UPFRONT. The UK’s leading entertainment marketing agency. Unit 217 Buspace Studios, Conlan Street, London W10 5AP T 020 7565 0050 shout@upfrontuk.com