Robert Riesenberg is president and Chief Executive Officer of Full Circle Entertainment, a division of the Omnicom Media Group, where he works with advertisers, television networks, and producers to develop brand integrated television and Internet programming. In his various roles prior to joining Full Circle Entertainment, Mr. Riesenberg created the award-winning Johnson & Johnson Spotlight Presentation film series, the critically acclaimed "The Restaurant" on NBC, and numerous Afterschool and Prime Time specials.
In this ABA Forum, a panel of attorneys and brand marketing experts discusses the convergence of advertising, product placement, and brand integration within entertainment, the arts, and sports. Moderated by Minneapolis sports attorney Clark C. Griffith, the panel also includes Full Circle Entertainment President and CEO Robert Riesenberg, art and architecture attorney Jessica Darraby, and advertising and entertainment attorney Rick Kurnit. Each offers a distinct perspective on the legal challenges of cross marketing as it applies to his or her area of expertise, ranging on topics such as brand control of creative content, commercial speech restrictions, IP law, and the pros and cons of federal regulations.
In this clip taken from the 2007 ABA forum entitled “How to Cross Market Your Clients Across Multimedia Platforms in the Entertainment, Arts, and Sports Industries,” Full Circle Entertainment President and CEO Robert Riesenberg attempts to answer an audience question regarding whether brand integration harms foreign distribution agreements. While Riesenberg concedes that other countries have different regulations regarding brand integration, he claims that these distribution concerns apply to domestic markets as well, and he explains the ways in which his company structures their deals in order to avoid conflicts.
In this clip taken from the 2007 ABA forum entitled “How to Cross Market Your Clients Across Multimedia Platforms in the Entertainment, Arts, and Sports Industries,” a law student asks Full Circle Entertainment president and CEO Robert Riesenberg and attorney Rick Kurnit whether they think current Federal Trade Commission sponsorship identification rules are fair as they apply to the clients of each. They then address the pros and cons of these rules, explaining the ways in which they create marketing opportunities and also restrict creative freedom for content creators.
In this clip taken from the 2007 ABA forum entitled “How to Cross Market Your Clients Across Multimedia Platforms in the Entertainment, Arts, and Sports Industries,” Full Circle Entertainment President and CEO Robert Riesenberg talks about the evolution of advertising, product placement, and brand integration in television programming. Describing the various types of deals advertisers have made historically (barter, license agreements), Riesenberg discusses a new hybrid model that will debut with a new television program in the summer of 2008. In this program, a sitcom about an ad agency, the brand campaign will be able to function as the main storyline within the show. Riesenberg explains how the broadcasting of this program will be funded; how the brand opportunities will be sold; and how the resulting profits will be distributed.
In this clip taken from the 2007 ABA forum entitled “How to Cross Market Your Clients Across Multimedia Platforms in the Entertainment, Arts, and Sports Industries,” Full Circle Entertainment President and CEO Robert Riesenberg talks about the necessity for authenticity in brand integration, insisting that advertisers must have only very limited control of how their brands are presented within the entertainment content.
