Russian Agency Streamlines Product Placement in Books
Russian marcom agency Fabula works with some of the country's best-selling pulp-fiction and sci-fi authors on product placement deals. The company's site (in Russian) provides a publishing calendar for each of some 20 authors on its roster, profiles the books' target audiences, and outlines the range of advertising opportunities, from featuring a product packshot on the cover and using the brand in the book's title to developing entire plots around the product and introducing new brand-related characters.
The agency offers direct in-book advertising on dust cover, wrappers and special bookmarks, as well as inclusion of product samplers and full-page color inserts. The list of books ranges from Byron to Murakami. The agency has worked with such clients as Schwarzkopf and Schering-Plough.