RESULTS

$7.6M
MEDIA VALUE

13.5M
GLOBAL TRAILER
VIEWS

3 WKS
#1 AT BOX OFFICE

Heineken

BAD BOYS FOR LIFE

RESULTS

$7.6M
MEDIA VALUE

13.5M
GLOBAL TRAILER
VIEWS

3 WKS
#1 AT BOX OFFICE

SEARCH

BAD BOYS FOR LIFE

August 20, 2020
We secured quality Heineken brand exposure in Sony Pictures Bad Boys for Life, the highly anticipated, global tent pole film franchise with a priority for hands on placement with lead characters.  BLOCKBUSTER INTEGRATION Our team was early to pitch this project to Heineken to get the brand scripted into early drafts to displace competitors through our established relationship with the filmmakers. The integration successfully captured category exclusivity, brand signage and critical hands on usage by lead characters ‘Marcus’ (Martin Lawerence) and ‘Captain Howard’ (Joe Pantoliano). Beyond what was contracted, Heineken received additional exposure in the final scene of the film and was also placed in the film’s global trailer. The film went on to become the highest-grossing film in franchise history and landed #1 at the Box Office for 3 weeks in a row. The success has opened the brand to explore new integration opportunities in key Sony and Paramount tent pole releases in the coming year.

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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