P&G hires CAA to sell its teen-marketing division to Hollywood

LOS ANGELES: In the most recent example of the talent industry encroaching on PR's territory, Hollywood talent agent Creative Artists Agency (CAA) has signed Procter & Gamble's teen marketing division as a client, hoping to score entertainment-industry customers for the services of the highly secretive online focus group.

LOS ANGELES: In the most recent example of the talent industry encroaching on PR's territory, Hollywood talent agent Creative Artists Agency (CAA) has signed Procter & Gamble's teen marketing division as a client, hoping to score entertainment-industry customers for the services of the highly secretive online focus group.

Called Tremor, the division is a web-based community of about 200,000 teens who are given free product samples and other perks in exchange for their opinions. The hope is these kids, "carefully chosen for their broad social networks and willingness to share their enthusiasm for a product, according to a release, will kick-start consumer interest within their peer group. "Tremor takes the gold standard of marketing - word of mouth - to a new level, said Ted Woehrle, GM of Tremor. "When these teens talk to their peers about an upcoming movie or new car, the effect on the teen audience is significant." Tremor, which launched last year, has been used in-house for products such as Pringles, and has outsourced to clients including a retailer and a TV network. But this marks its first organized foray into Hollywood. Gretchen Muchnick, spokesperson for P&G, said that the division hopes outside clients can provide revenue to support Tremor. "Maintaining this type of community is very expensive, she pointed out. While CAA represents many corporate clients, such as Coca-Cola and Motorola, P&G marks a different kind of venture. For Coke and others, the goal is to associate their brands with popular entertainment properties, but P&G looks to provide a marketing service to Hollywood.

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