5W behind Shiloh product placement

LOS ANGELES: When People magazine's much-anticipated first official pictures of Shiloh Nouvel Jolie Pitt appeared in the New York Post, she was wearing a Kingsley shirt donated from Denver maternity and children's wear shop Belly, thanks to a no-fee product placement from AOR 5W PR.

LOS ANGELES: When People magazine's much-anticipated first official pictures of Shiloh Nouvel Jolie Pitt appeared in the New York Post, she was wearing a Kingsley shirt donated from Denver maternity and children's wear shop Belly, thanks to a no-fee product placement from AOR 5W PR.

Janci Frisby, co-owner of Belly, credited the firm’s LA office for forging a bond with a manager in the Jolie-Pitt camp, which rarely accepts gifting. Belly has already featured the People cover on its Web site www.bellymaternity.com.

Frisby said that the LA office has been sending gift bags out to famous couples expecting children. 5W has also placed Belly products in pictures of Gwyneth Paltrow’s boy Moses Martin in an upcoming People issue, according to Frisby.

The agency also has been garnered media attention for Frisby and her partner as “maternity style experts.”

The agency has already gotten the client on three shows talking about their products since the pictures were released, according to Frisby.

5W began working with Belly in January after receiving raves from another 5W PR client Bella Mama. Billings for the account are around $100,000. The pictures were sold to People for an undisclosed fee over $3 million. Katy Saeger, 5W LA GM, leads the account. .

Frisby says she liked 5W because it was a boutique like the store, and that the LA office representatives she met were power moms like the co-owners.

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