FYI 05.04.2005

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Branded entertainment is going to the dogs: SearchDogsUSA, the licensing arm of the nonprofit, nongovernment-supported National Disaster Search Dog Foundation, has hired New York-based advertising agency Union to develop branded entertainment properties and opportunities for the organization. The effort includes reality TV and sports programming, as well as animation projects that highlight the accomplishments of the dogs, which have been deployed to disaster sites from the World Trade Center to mudslides in California. The foundation, based in Ojai, Calif., is hoping use entertainment to increase awareness of the group, as well as raise funds.

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