Brands are Playing a Supporting Role in 2008 Toronto International Film Festival

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FTWK, a Canadian boutique agency, has been working all year placing and managing their clients' products for hits soon to be premiered at the Toronto International Film Festival (TIFF), including "Adoration", "Blindness", and "One Week". Brands need to be innovative and find fresh premises to reach viewers. Product Placement is an exciting new way to reach an audience and demonstrate the benefits of a brand, while at the same time adding authenticity to the story.

Although product placement is creating a buzz in the marketing industry, the word is only beginning to spread to corporate Canada. This is why For Those Who Know (FTWK) is launching their first internal quarterly newsletter today. Enclosed is the latest news impacting the product placement industry, including new film and television production opportunities. Also showcased is the upcoming Toronto International Film Festival (TIFF), and details on what their top clients are doing and why.

Soon to-be-premiered productions that FTWK worked closely with are the twelfth feature film from celebrated Canadian filmmaker Atom Egoyan, "Adoration", as well as "Blindness" starring Julianne Moore and Sandra Oh, and One Week starring Joshua Jackson. FTWK has also worked with feature films such as "The Incredible Hulk" and "Juno".

Any festival film-goers watching Canadian TV will surely catch more of FTWK's placements in top shows such as "Corner Gas", "Little Mosque on the Prairie", and "Degrassi: The Next Generation". Tim Hortons, the iconic Canadian brand placed in "Flashpoint" (a hit show in both Canada and the U.S.A.) by FTWK, is becoming the preferred coffee of the hero characters. Some more of FTWK's clients include, Labatt, Nintendo, Toyota, Canada Dry and Sanyo.

According to media research outfit PQ Media, advertisers spent $2.9 billion in 2007 to place their products in TV shows and movies, up 33.7 percent from the year before. These large numbers prove that placing products into popular movies and television is an innovative way to reach viewers and demonstrate the benefits of a brand. Since the rise of Personal Video Recorders (PVRs), viewers are commonly zipping, zapping, and skipping commercials. By products becoming part of the program, however, it ensures that viewers see the placement.

In addition, product placement is a very economical way to advertise. It has a very low cost per thousand and an outstanding reach. FTWK has the advantage of a track record proving the benefits of this dynamic approach, and offers clients detailed statistics and tools to measure the success of each product placement campaign.

About FTWK:
FTWK is a boutique Canadian agency that specializes in placing its clients' goods in movies and television shows for clear on-screen exposure. The company is owned and operated by Jason Silver who has over nine years of expertise in the product placement industry and is credited on working with over 1000 productions achieving placements for Canada's biggest brands. Some movie and TV shows FTWK has placed products in include "Corner Gas", "Flashpoint", "The Incredible Hulk" and "The Border" to name a few. Some of FTWK's clients include, Labatt, Nintendo, Toyota, Canada Dry and Tim Hortons.

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DEBRA NOVACK
FTWK Agency
(416) 742-3895
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