CSA opts for new creative solutions department
The ITV-owned cinema sales house Carlton Screen Advertising (CSA) has replaced its sponsorship and promotions division with a creative solutions department that will focus on a broader variety of revenue-making opportunities.
The new division will "take campaigns beyond the ad reel" and make the
most of consumer inter-action that in-foyer activity offers.
The move means cinema-goers will be targeted with advertising from the
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begin to roll.
In a demonstration of creative solutions at work, a recent ad campaign
for Nintendo Wii included live ads in the auditorium played by actors,
as well as gaming demos in the foyer, while Red Bull used a series of
3-D ads and Orange made use of Bluetooth technology.
The creative solutions division will be headed by account director Ian
Cartwright, while Dave Kapur returns to CSA in creative development, a
newly created role that spans the whole cinema media offering.
Kapur's experience spans advertising and sponsorship, including the
Orange Gold Spot business.
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