LOS ANGELES: Bender/Helper Impact (BHI) has spun off a new company that aims to provide a clearinghouse of entertainment marketing services centered around a PR perspective.
Called Entertainment Impact (EI), the new venture has a core of subcontractors in different areas of entertainment marketing, such as sponsorships, celebrity outreach, and product placement.
"[PR is] the engine that brings all this together," said BHI SVP of consumer electronics Steve Honig, who will also be GM of the new venture.
Honig said the decision to use a variety of firms to provide the various services is a key to creating successful multi-element entertainment campaigns.
"We're not going to pretend that we know how to do these things ourselves. That has never ended happily," said Honig, who pointed out that many Los Angeles-based agencies have tried in recent years to expand into other areas, with only limited success.