Ad Agency Claims It Owns The Right To Product Placement; Sues Competitors
from the is-it-april-first-already? dept
What's really odd here, though, is that Denizen isn't actually asserting that patent in this particular lawsuit -- even though it mentions that it has it. Instead, it's claiming a trade secret violation, noting that it met with Mindshare way back in 2004 and shared this groundbreaking concept of integrating products into show, and worked out an agreement that "Mindshare wouldn't use, publish, disclose, communicate, or divulge information shared on Denizen's proprietary method of product integration." Specifically:
"During the meeting, Denizen disclosed to MindShare certain techniques...that could be used to implement program integrated advertisements, such as, but without limitation, ways to shoot the advertisements, strategies for obtaining Screen Actors Guild contracts, methods to gain access or rights to television program content, and how and when an advertising agency could work with a production house or network."I'm at a loss to think of how any of that can be "proprietary," but perhaps Denizen has a creative lawyering department in addition to its regular creative advertising/marketing people.