BNC starts new arm to connect its stars and corporate clients

LOS ANGELES: Entertainment PR agency Bragman Nyman Cafarelli (BNC)

is launching a spokesperson practice.



The division will offer corporate clients the opportunity to navigate

Hollywood's broker community to procure celebrities for

endorsements.



While the Weber Shandwick Worldwide-owned agency has long attached

clients and celebrities - it put together Patricia Heaton, star of CBS

TV series Everybody Loves Raymond, with 3Com for the launch of e-mail

product Audrey - the move is an attempt to increase the amount of

business between corporate and entertainment-based clients.



Michael Nyman, company president, said: "The market is populated by a

lot of brokers and talent agencies. Now a company can come to us.



It seems silly that we didn't give it more shape and structure before,

but now it is out there for people to take advantage."



BNC currently performs personal publicity duties for the likes of

Cameron Diaz and Kate Hudson, though Nyman said BNC would not

necessarily be offering all of these celebrities to its clients.



Rather the agency will be offering advice about which celebrity would

fit with a particular product and then help approach them.



The new practice will be headed by Lori Cloud, VP entertainment

marketing.



BNC is currently compiling information about the networks' upcoming fall

shows and the subsequent opportunities for product placement.



This month the agency organized a party for FHM magazine's 100 Sexiest

Women edition and for ABC Network's World Stunt Awards.



BNC's other clients include Diet Coke, Philip Morris, Sony Pictures and

alcohol brands such as Smirnoff Ice and Johnnie Walker.



- See The Big Pitch, p. 8.



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