Madison + Vine: ID10 offers fashion integration

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Buzztone, an integrated entertainment marketing company, is pitching ID10, an integrated marketing fashion platform for Fashion Week in New York that champions the work of 10 hot, next-generation designers.

Josh Taekman, Buzztone president, is pitching the property-which stands for Innovative Designers-to a wide swath of categories from financial services and automotive to liquor and soft drinks. However, Buzztone will partner with a single marketer who will be afforded branding opportunities like naming rights for the twice-a-year shows, "credible" brand integration into the fabric of the event and venues during Fashion Week, as well as retail tie-ins.

Mr. Taekman is also exploring the possibility of extending the property to both TV and print. His goal is to strike a deal with a marketer by year's end in time for the first show, which will be in February. He is working in tandem with RandM Productions, a leading fashion-show production company.

"The opportunity to come and take credible ownership and develop relationships with next-generation designers at early stages in their careers is unique," said Mr. Taekman. "It's ideal for brands who are next-generation companies that are image-conscious."

Mr. Taekman stressed the year-round nature of the partnership with marketers having the opportunity to tie into trunk shows-limited opportunities for customers to buy from a designer's entire line at a retail outlet like Henri Bendel's.

Mr. Taekman's dealings with the fashion industry stem in large part from his stint as VP-marketing for Sean "P. Diddy" Combs' Bad Boy Entertainment. While there, he played a role in Pepsi-Cola Co.'s sponsorship of the "Puff Daddy & The Family's No Way Out" tour.

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