Home Made Simple may jump from online to TV

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Procter & Gamble Co. is considering turning its online newsletter Home Made Simple into a weekly TV series with Discovery Networks as the package-goods marketer shifts a growing portion of its marketing budget to branded entertainment.

Launched in 2000, Home Made Simple is a magazine-like online relationship-marketing vehicle that shows off P&G home-care brands-including Tide, Cascade, Febreze, Dawn, Swiffer and Mr. Clean-through cleaning tips, recipes and articles on organizing, home decor, gardening and crafts. The site also serves as platform for launching a raft of contests, promotions and special offers.


People familiar with the deal declined to provide specifics on the planned adaptation. A P&G spokeswoman also declined to comment on the program or on another upcoming branded-content venture in which P&G will extend its relationship with Mark Burnett Productions with a placement for its flagship Tide detergent in the initial season of NBC's "Apprentice: Martha Stewart."

The deals are the latest evidence that P&G hasn't lost its appetite for branded content despite rising costs and getting caught in the crossfire of a since-resolved legal spat between Mr. Burnett and branded-content broker Madison Road Entertainment.

That deal, as well as P&G's integration the year before with Mr. Burnett's "Survivor" on CBS, have been well-reviewed internally, according to people familiar with P&G, particularly by one of the key decision makers, Rob Steele, group president for North America, whose division oversees communications planning and media buying.

Should Home Made Simple hit the airwaves, P&G could bring some marketing muscle in the form of an already established and popular Web site and online loyalty program with 6 million opt-in subscribers.

Home Made Simple was launched by Bridge Worldwide, Cincinnati, an interactive and relationship marketing shop. But the account shifted earlier this year to Barefoot Advertising, Cincinnati, which hadn't handled interactive work for P&G prior to that. The account move was prompted in part by plans to shift the focus to the TV series, people close to the situation said. Executives of Bridge and Barefoot declined to comment.

Publicis Groupe's Starcom MediaVest Group, New York, handles communications planning and media buying for the brands involved.

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