Sapient Interactive debuts Entertainment division

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Sapient Interactive is looking to merge entertainment with advertising with the launch of its new Sapient Entertainment division.

The idea behind Sapient Entertainment, which will be based in Miami, is to create a full-service, in-house creative and broadcast production group. The firm will be led by Jim Houck, director of entertainment and executive producer at Sapient Entertainment and Crispin Porter & Bogusky graduate, who also has written screenplays for Universal Studios and Sony/UPN.

“It is our belief that there won't be such a things as an interactive shop in about five years, the industry of entertainment and marketing industries are blending together so much,” said Houck. “We are trying to perfect entertainment driven marketing and marketing driven entertainment.”

Houck said that the idea behind the creative that Sapient will create is aimed at protecting the brand and the story at the same time. “It's about making that lend and hitting the sweet spot in between,” said Houck.

Sapient Entertainment recently partnered with Celebrity Cruises to produce an ongoing documentary series for the Celebrity's branded “The Starring You Network.” The Starring You Network, which appears on Celebrity's home page, showcases all the ways passengers can receive “Star Treatment” including spa treatments, shore excursions and onboard dining at specialty restaurants.

“We look at the product that the marketer is trying to sell and what emotions that product creates and build entertainment around that. This is what will trigger action,” said Houck.

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