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Product Placement Agency, Eclipse Worldwide, Celebrates its 20th Anniversary
Where Hollywood Productions go to get Unique Products
LOS ANGELES, April 25, 2017 - Eclipse Worldwide is celebrating its 20th anniversary as an agency that provides product integration, celebrity seeding and co-promotional opportunities in the entertainment industry.
Eclipse specializes in unique products and gadgets. Its founder and President, Jon Holtzman, is a tech enthusiast and cut his teeth in Silicon Valley. He was responsible for initiating and directing Apple’s in-house product placement program before starting out on his own.
“Eclipse only represents clients that have something special about their offerings - whether it be design, function, capabilities, or just a cool factor,” said Holtzman.
Companies should never pay for product placement
Eclipse Worldwide has a unique viewpoint: they believe a company should never pay for product placement. Eclipse’s objective is to place its clients’ products in an environment that is reflective of their brand. The more natural the integration into the storyline, the more effective the product placement. Often times when brands pay for integrations, the promotion looks staged, which turns off viewers. Brands need an agency that works directly with the production, and not the studios, to pitch and get placements without a fee.
Why productions do unpaid product placements
Brands underestimate why a production would be interested in unpaid product placement, but there are many benefits. Product placement helps the production create realistic looking on-screen environments while also reducing costs. Otherwise, productions would need to spend time and money sourcing real products or creating fake ones. A product placement agency handles the logistics and clearances, making the situation a win-win for everyone.
A targeted marketing tool
“Because Eclipse evolved from the client side of the table, we uniquely understand the branding, product marketing and demographic needs of our clients,” said Holtzman. “The end results are more targeted and brand appropriate placements.”
The first thing Eclipse does is immerse themselves in a client’s brand story to identify the world where the product should live. From there, they jointly create a list of the top productions. Eclipse leverages its established relationships and actively pitches the productions.
Reaching the ad adverse Millennials
With product placement, brands can reach consumers who have turned to Netflix and HBO for commercial free entertainment, a key landing spot for millennials. Product placement is also a more effective way to build brand awareness than TV advertising, because it is significantly less expensive and the product integrations are more influential.
More natural and powerful alternative to influencer marketing
The opportunity to have the product seen and used in a life-like environment by talent who fits the ideal brand image is extremely valuable. The product is associated with the talent and functions like an implied endorsement but it is more cost effective.
“We placed our client’s SMS audio headsets on Two and Half Men where Ashton Kutcher was wearing them in a funny skit for the entire scene,” said Holtzman. “It is a really organic way to tell the brand story and existing customers get very excited to see a product they use on TV.
Operations in Los Angeles with a Silicon Valley Background
Due to the uniqueness of their client roster’s product offerings, Eclipse has created a showroom in the heart of Hollywood for demonstrations and hands-on discussions. Productions regularly visit and check out the latest offerings.
Holtzman’s unique background allows him to link Hollywood and Silicon Valley. Holtzman’s work at Apple helped usher in an era of technology companies’ participation in product placement. Since then, many technology companies have adopted product placement strategies. Technology products are some of the best to place because they are more likely to become part of the story.
About Eclipse Worldwide
Eclipse Worldwide specializes in product integration, celebrity seeding and co-promotional opportunities in the entertainment industry. Eclipse was created in 1997 by Jon Holtzman, the Apple Executive who initiated and directed Apple's Internal Product Placement Program. Eclipse evolved from the client side of the table and therefore understands the branding, product marketing and demographic needs of its clients.
Eclipse hand picks the clients it represents, only selecting those with something special about their offerings. In its 20 year history Eclipse Worldwide has built a brand reputation as the "go-to" agency for productions looking for higher-end differentiated products.