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Atlantic signs Saatchis in branded content deal.(contracts of Atlantic Recording Corp. with Saatchi and Saatchi)(Brief article)
Saatchi & Saatchi will be able to link major brands with Atlantic's recording stars.
Saatchi & Saatchi has signed a deal with Atlantic Records to co-develop entertainment and branded content opportunities with its leading recording artists.
Led by GUM, the Saatchis- backed entertainment and content division, the deal will see the two companies creating a number of music-related and multiplatform communications ideas.
Through cross-platform opportunities, the companies will be looking at ways of combining major brands with the label's top recording artists, such as Missy Elliot, Sean Paul and James Blunt.
The initiatives will allow users to interact with the communications or create their own content. One of the initial concepts created by the partnership is an X-Factor-style talent contest that will be carried out via mobile phones and be open for anyone to enter their own video or vote on someone else's.
Lee Daley, the UK chairman and chief executive of the Saatchi & Saatchi Group, said: 'Interactivity has come into its own with the advent and explosion of ...
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