Rogers & Cowan - Weber Shandwick's entertainment marketing and product placement division - has been hired to secure unpaid placements in TV and film for the brand.
smart head of marketing Sam Bridger said previous product placement activities have been handled in-house on an ad hoc basis. She described 2003 as a 'crucial year for smart', as it strives to forge a reputation as a multi-product brand.
Rogers & Cowan director Matt Neale, who leads a three-strong account team, said he wanted to make smart 'the star of the show' on BBC and ITV programmes, plus UK films, adding that deals with two TV dramas were close to being signed.
Borkowski PR continues to be retained to handle smart's main consumer PR account.