R&CPMK | July 04, 2022 | Read time : 03:19 min

Rogers & Cowan PMK (R&CPMK) and Mediabrands announced  the launch of "UpstreamPOP", a groundbreaking technology platform providing end-to-end solutions for agency clients looking for brand integration opportunities and partnerships with content creators and media platforms across the entertainment ecosystem.UpstreamPOP will utilize Mediabrands' industry-leading audience intelligence, paired with R&CPMK's unmatched expertise and relationships with studios, networks, producers, directors, and showrunners throughout the entertainment industry. The innovative technology will unify brands and content producers on one platform, identify integration opportunities, and create connections to reach High Value Audiences.

Harnessing Mediabrands' deep understanding of unique motivations, behaviors, and touchpoints of audiences, UpstreamPOP will deliver industry-leading reach and relevance to brand integration partnerships at scale.

"As the entertainment industry continues to rapidly evolve, and increasingly more content is created in non-ad supported platforms, the necessity for brands to figure their way into that story telling is more important than ever, Consumers have significantly shifted their habits, with nearly 75% of viewers under 55 now preferring to consume content on streaming platforms in place of linear TV. UpstreamPOP not only provides brands the most accurate tool in the market to find the best integration opportunities to reach their target audience, whether on linear or streaming, it also provides our clients the ability to secure their deals in real-time."

-Mark Owens, CEO, R&CPMK.

We are in the business of providing the most advanced solutions to our clients' problems. The launch of UpstreamPOP further expands our capabilities by providing clients with a data-driven and measurable way to reach the audiences they desire most, through entertainment where advertising space can't be bought, said Brendan Gaul, Global Chief Content Officer, Mediabrands.

Designed to give IPG clients a competitive edge, UpstreamPOP will use proprietary measurement tools and IPG's comprehensive data library to provide brands with customizable search and filtering of integration and promotional opportunities that best reach their key audiences. At launch, UpstreamPOP will feature more than 2000 brand integration opportunities across non-ad-supported original content including film, television, music videos and more.

UpstreamPOP will be exclusive to IPG clients and will not be available for external subscriptions.

ABOUT R&CPMK                                                                          
R&CPMK is a creative marketing and communications agency focused on connecting clients with consumers through the world of entertainment, lifestyle, sports, influence and popular culture. The agency represents more than 400 of the most prominent and influential actors, musicians, producers, directors, content creators and athletes in the world, and creates distinctive integrated marketing campaigns for some of the largest brands and Fortune 500 companies across the globe. With our unique position, and the insight to know what to do with it, we bring a depth of skill and relationships in key practices areas: Brand Communication & Strategy, Brand Integration, Experiential, Sponsorship Consulting, Content, & Creative, Multicultural/D&I, Influencer & Talent Procurement, Strategic Insights & Analytics and Talent Representation.

Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients across its full-service agency networks UM and Initiative and through its award-winning specialty business units Mediabrands Content Studio, Reprise, MAGNA, Orion Holdings, Rapport, Healix and the IPG Media Lab. Mediabrands clients include many of the world's most recognizable and iconic brands from a broad portfolio of industry sectors including automotive, personal finance, consumer product goods (CPG), pharma, health and wellness, entertainment, financial services, energy, toys and gaming, direct to consumer and e-commerce, retail, hospitality, food and beverage, fashion and beauty. The company employs more than 13,000 diverse marketing communication professionals in more than 130 countries. For more information, please visit our website: and be sure to follow us on Twitter or Instagram.


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IMAX and Prime Focus Technologies (PFT) expand strategic relationship into the streaming ecosystem

Media and Entertainment | September 14, 2023

Entertainment technology industry leader IMAX Corporation® (NYSE: IMAX) and PFT, the creator of AI-powered technology solutions for the Media and Entertainment (M&E) industry, today announced plans to expand their strategic relationship beyond theatrical and into the streaming ecosystem. Under the arrangement, IMAX will expand access to its Stream Smart™ technology to PFT customers across Europe, Asia, and Australia. The expanded partnership will dramatically increase the global availability of Stream Smart™, which helps streaming platforms deliver maximum picture quality while significantly reducing distribution and storage costs. "We are thrilled to deepen our partnership with IMAX, an industry trailblazer with a remarkable legacy of revolutionizing the global entertainment industry," said Ramki Sankaranarayanan, Global CEO of PFT. "For over a decade, CLEAR®, our flagship product, has spearheaded digital packaging and delivery services for prominent streaming platforms worldwide. CLEAR® & Stream Smart will help optimize our customers' encoding pipeline, so they deliver better streaming quality while optimizing CDN & storage costs." "Many of Hollywood's biggest streaming platforms use Stream Smart™ to ensure quality and reduce costs, and we're excited to work with our partners at PFT to extend the reach of our technologies throughout key markets in Europe, Asia, and Australia," said Vikram Arumilli, General Manager of Streaming and Consumer Technology at IMAX. "Our suite of streaming technology products, including Stream Smart™, provides a best-in-class service for direct-to-consumer broadcast and streaming companies, and PFT's' ability to leverage this for their customers is a win-win for both organizations." PFT and its parent company, DNEG, are industry leaders providing a full suite of technology and creative solutions, including IMAX post-production and 3D mastering. IMAX and DNEG joined forces in 2022 for post-production, which included Indian films like Jawan, Pathaan, and RRR. This extended partnership will build upon the established theatrical relationship between IMAX and DNEG to develop a comprehensive video optimization solution. Stream Smart™ is an enterprise software product designed to deliver the best image quality and optimize delivery to unlock cost savings. This product was built from cutting-edge scientific advancements, state-of-the-art engineering, trusted studio relationships, and rooted in a real-world at-scale Emmy®-winning collaboration with Disney Streaming Services and SSIMWAVE. Stream Smart™ will be the centerpiece of the IMAX showcase at IBC 2023. Sign up to meet with PFT and IMAX Streaming & Consumer Technology group at IBC: About IMAX Corporation IMAX, an innovator in entertainment technology, combines proprietary software, architecture, and equipment to create experiences that take you beyond the edge of your seat to a world you've never imagined. Top filmmakers and studios are utilizing IMAX systems to connect with audiences in extraordinary ways, making IMAX's network among the most important and successful theatrical distribution platforms for major event films around the globe. IMAX is headquartered in New York, Toronto, and Los Angeles, with additional offices in London, Dublin, Tokyo, and Shanghai. As of June 30, 2023, there were 1,718 IMAX systems (1,638 commercial multiplexes, 12 commercial destinations, 68 institutional) operating in 87 countries and territories. Shares of IMAX China Holding, Inc., a subsidiary of IMAX Corporation, trade on the Hong Kong Stock Exchange under the stock code "1970." About Prime Focus Technologies Prime Focus Technologies (PFT) is the creator of CLEAR® and CLEAR® AI. It offers streaming platforms, studios, and broadcasters transformational AI-led technology and media services powered by the cloud that help them lower their Total Cost of Operations (TCOP) by automating their content supply chain. PFT works with major companies like Walt Disney-owned Star TV, Channel 4, ITV, Sinclair Broadcast Group, A&E Networks, Warner Media, PBS, CBS Television Studios, 20th Century Fox Television Studios, Lionsgate, Showtime, HBO, NBCU, TERN International, Disney+ Hotstar, BCCI, Indian Premier League and more. About DNEG DNEG ( is a world-leading visual entertainment services company for the creation of feature film, television, and multiplatform content, with worldwide offices and studios across North America, Europe, Asia, and Australia. DNEG's critically acclaimed work has earned the company seven Academy Awards® for Best Visual Effects and numerous BAFTA and Primetime EMMY® Awards for its high-quality VFX work. Current and upcoming DNEG projects on behalf of its Hollywood and global studio and production company partners include Spy Kids Armageddon (September 2023), No One Will Save You (September 2023), The Gilded Age S2 (October 2023), Nyad (November 2023), Aquaman and the Lost Kingdom (December 2023), Lift (January 2024), Dune: Part Two (March 2024), Mickey 17 (March 2024), Godzilla x Kong: The New Empire (April 2024), Garfield (May 2024), Borderlands (August 2024), Furiosa (2024), That Christmas, Coyote vs. Acme, The Gorge, and Animal Friends.

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Enthusiast Gaming Announces Steelcase as the Official Performance Seating Partner of Luminosity Gaming

globenewswire | July 21, 2023

Enthusiast Gaming Holdings Inc. a leading gaming media and entertainment company, announced Steelcase Inc. (“Steelcase”) as the official performance seating partner of Luminosity Gaming, the Company’s gaming and esports brand. This new collaboration will leverage the prestige and skills of Luminosity's content creators and professional esports players to demonstrate the value and impact of Steelcase's advanced ergonomic high-performance seating among the gaming community. The partnership underscores both organizations' commitment to testing the limits and supporting peak performance within the gaming community. Steelcase chairs, known for their ergonomic design, adjustability, quality, and comfort during long gaming sessions, will be showcased and utilized by Luminosity's content creators and professional players. Luminosity and Steelcase will collaborate on content featuring the team’s content creators, players, and coaches, giving fans a behind-the-scenes look at how Steelcase chairs enhance their gameplay. Throughout the year, Luminosity fans can look forward to seeing players sitting in Steelcase chairs, community giveaways, sponsored livestreams, and social media takeovers with their favorite players. "We are thrilled to partner with Steelcase, a company that shares our commitment to excellence, innovation, and the overall gaming experience," said Alex Gonzalez, Head of Luminosity. "Our creators and players spend countless hours at their setup on a daily basis, and Steelcase’s industry-leading design philosophy aligns perfectly with their needs." Steelcase leverages research and data to inform its industry-leading designs, developing precision products that solve for the needs of work and play. Inspired by the movement of the human body and designed to support our interactions with today's technologies, Steelcase seating addresses the body’s needs, supporting gamers who are in a sitting position for prolonged periods of time. Adjustable lumbar, armrest support and responsiveness to the body's movement are key features in Steelcase’s high-performance seating. “Luminosity is an industry pioneer that at its core, focuses on competitive excellence, and this spirit is perfectly aligned with Steelcase's mission to help the world work better,” said Alexis Heinrich, Growth Markets Manager for Steelcase. “This partnership allows us to tackle one of the biggest pain points for the gaming community: the literal, physical pain that can occur from prolonged sitting and technology usage. At Steelcase, our products are designed to provide premium comfort, support, and mobility, and we are thrilled to work with Luminosity’s elite gaming professionals and passionate content creators to demonstrate the impact that our chairs can have on performance and overall health.” About Enthusiast Gaming Enthusiast Gaming is an independent gaming media and entertainment company, building the largest platform for video game enthusiasts and esports fans to connect and compete worldwide. Combining the elements of its five core pillars: creators, content, communities, games, and experiences, Enthusiast Gaming provides a unique opportunity for marketers to create integrated brand solutions to connect with coveted Gen Z and Millennial audiences. Through its proprietary mix of digital media, content and gaming assets, Enthusiast Gaming continues to grow its network of communities, reflecting the scale and diversity of gaming enthusiasts today. About Steelcase Established in 1912, Steelcase is a global design and thought leader in the world of work. We help people do their best work by creating places that work better. Along with more than 35 creative and technology partner brands, we design and manufacture innovative furnishings and solutions for the many places where work happens — including learning, health and work from home. Our solutions come to life through our community of expert Steelcase dealers in approximately 770 locations, as well as our online Steelcase store and other retail partners. Founded in Grand Rapids, Michigan, Steelcase is a publicly traded company with fiscal year 2023 revenue of $3.2 billion. With our 12,000 global employees and dealer community, we come together for people and the planet using our business to help the world work better.

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Applications, Vendors and Suppliers

HyperX Announces VALORANT Champions Tour-Inspired Keycap in Collaboration with Riot Games

businesswire | August 23, 2023

HyperX, the gaming peripherals team at HP Inc. and brand leader in gaming and esports, today announced the HyperX x VALORANT Champions Tour Spark Limited Edition Keycap. Specifically designed for VALORANT fans, the new tournament-exclusive keycap allows fans to personalize their desk setup. The keycap is uniquely crafted to showcase support for your favorite VALORANT Champions and competing teams. HyperX and Riot Games collaborated to create a champion-tier keycap that boasts a gold color and showcases the VCT Spark logo and tournament year. Additionally, the keycap features the tagline “One More,” symbolizing the endless competitive spirit of players and fans who constantly strive for victory. This collaboration with Riot Games has resulted in a fun, spirited, and memorable design that perfectly captures the essence of competitive gaming during this year's Champions tournament. “HyperX is a huge part of the VCT event experience for both our pros and fans, so we’re thrilled that our collab on this limited-edition VALORANT Champions keycap is now live and available during our most hyped event of the year,” said Leo Faria, global head of VALORANT Esports at Riot Games. “The 2023 VALORANT Champions Tour has been an incredible ride worthy of a commemorative item that captures the ‘One More’ Champions moniker, and we’re excited to offer this keycap to our fans.” The culmination of the 2023 VALORANT Champions Tour is currently underway in Los Angeles with the Bracket Stage kicking off on August 16 where eight teams are still in the hunt for the Champions trophy and the title of VALORANT World Champion. “Joining forces with VCT has been an exciting collaboration, and together we've crafted a champion-tier keycap that embodies the competitive gaming spirit,” said Jessany Van’t Hoff, director of partnerships, HyperX. “This design represents the relentless pursuit of excellence showcased by the players and fans during this year's thrilling Champions tournament.” HyperX's HX3D 3D printed custom keycaps collection now includes the HyperX x VALORANT Champions Tour Spark Limited Edition Keycap as its fifth addition. Previous keycap drops have shown a popular demand for personalized keyboard accessories and HyperX is committed to continuing to collaborate with game developers, esports teams, content creators, influencers, and internal creative teams to bring even more unique and fan-friendly keycaps to the market. These keycaps can be used while gaming or collected as keepsakes or cherished collectibles. With unparalleled design freedom, other 3D printed products are also planned for launch in the future through the HyperX HX3D personalization initiative. HX3D 3D printed products are produced on HP Inc. 3D printers as part of the growing cooperation with HP Inc., leveraging their experience and bringing synergy, innovation and color printing skills to gaming. HyperX’s personalization products are manufactured using re-used powder nylon. About HyperX For 20 years, HyperX’s mission has been to develop gaming solutions for every type of gamer and the company is consistently recognized for delivering products that provide superb comfort, aesthetics, performance, and reliability. Under the tagline of “WE’RE ALL GAMERS,” HyperX gaming headsets, keyboards, mice, USB microphones, and console accessories are the choice of everyday gamers as well as celebrity ambassadors, pro gamers, tech enthusiasts, streamers and influencers.

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At Home with Family Handyman Becomes TMB's Fastest Growing FAST Channel

prnewswire | July 11, 2023

TMB, the community driven entertainment company with a FAST portfolio that reached over 11B minutes of watch time last year is celebrating the success of its most recent channel, At Home With Family Handyman. The FAST channel is now officially TMB's fastest growing to date with a 129% increase in minutes watched in the last six months and viewers are already spending over 90 minutes per day watching the channel. At Home With Family Handyman airs a slate of exclusive, original and licensed programming for home improvement and do-it-yourself enthusiasts. The channel is now streaming on fuboTV, LG Channels, Plex, The Roku Channel, Sling Free, and XUMO and also available through the Family Handyman app on iOS, Apple TV, Android, AndroidTV, FireTV and Roku devices. And Vizio. In February TMB's licensing deal with Corus Studios brought three new programs to the US FAST channel with Worst to First, Save My Reno, and Backyard Builds starring Bryan Baeumler, Sebastian Clovis and Samantha Pynn. The deal was the first ever FAST licensing partnership for Corus. "We have been laser focused on creating the high quality, unique content that our growing FAST audiences demand. To continue to see strong performance as we enter the second half of the year is both exciting and motivating," said Jill Goldfarb SVP, Streaming at TMB. "We are confident our audience is going to love our new programming and further establish the brand trust that Family Handyman began building over 70 years ago." New programming coming soon to At Home With Family Handyman includes: Mr. Build It : Self-taught master craftsman and well-known YouTuber Alex Mazukhin brings his "no fear" mentality to every project he takes on. Let Mr. Build It be your DIY guide as he takes on a variety of exciting home projects for the ones he loves. Pet Palaces : In this all-new series, contractor and animal lover Luke Barr brings his design background to pet parents who are looking to create the ultimate living spaces for their beloved furry, feathery or scaly family members. Destination Renovation: Each episode takes the viewer to a different renowned location where an expert, local builder creates an immaculate space. Workshop It!: In our newest original series, DIY expert Brad Allred of YouTube's "Project Build Stuff" engineers a variety of projects and builds to surprise his wife, while also showing you how to improve your home and increase its value without breaking the bank! TMB, who acquired Jukin Media in 2021, were early adopters of FAST, launching The Pet Collective in 2017. Since then TMB's FAST offerings have grown to 5 channels that offer diverse programming 24/7 via The Pet Collective, FailArmy, People Are Awesome, WeatherSpy and At Home With Family Handyman. As the FAST market continues to evolve TMB remains an industry leader in the space, most recently becoming a founding member of the Independent Streaming Alliance. About TMB TMB (Trusted Media Brands) is the community-driven entertainment company engaging more than 250 million consumers worldwide across streaming TV, social media, web and print. Our portfolio of brands including FailArmy, Family Handyman, People Are Awesome, Reader's Digest, Taste of Home, The Healthy, and The Pet Collective, is powered by stories that are inspired and created by our fans. Together our community sparks curiosity, fuels laughter, and shines a spotlight on amazing people and moments to fuel passions and pastimes worldwide. Learn more about our brands, our data-driven marketing solutions, our award-winning licensing services, and much more

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