"RPA already has years of experience extending our clients' brands with product placement and brand integrations on TV and other media thanks to our established relationships with broadcast and cable networks, local stations, syndicators, production companies, talent agencies, radio, print and online," Bill Hagelstein, chief operating officer of RPA, said in a statement. "It is a natural progression for the agency to broaden our client services in order to maximize client's media value in the marketplace."
Indeed, the agency has racked up several notable branded-entertainment deals in recent months, having brought longtime client Honda in as the integrated automotive sponsor of TNT's "Blank Slate" micro-series and upcoming full-length movie, both produced by Dean Devlin. Last summer, the agency created a series of branded interstitials for its client La-Z Boy that aired on Scripps cable networks HGTV and DIY.
RPA is the latest agency to create a dedicated branded-entertainment unit in recent months, with Publicis Groupe's Digitas opened its own division, Third Act, in May. -- Andrew Hampp