Karim B. Sanjabi This is Me

Education

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1. 1. www.i20events.com

   www.i20events.com/sf/04_sf.htm - [Cached]

   Published on: 2/9/2008   Last Visited: 4/8/2008

   Karim Sanjabi, EVP Marketing Innovation, Carat Interactive

2. 2. EarthQuake Media

   www.earthquakemedia.com/conten - [Cached]

   Published on: 1/16/2007   Last Visited: 4/7/2007

   "So far, we've largely stolen from print budgets," noted Karim Sanjabi, executive vice president of creative and technology, Carat Interactive.
   ...
   Sanjabi mentioned the recent Jerry Seinfeld-Superman webisodes for American Express by Digitas and Ogilvy & Mather, and Crispin, Porter + Bogusky's, engaging subservientchicken.com site for Burger King as two good examples.

3. 3. Carat Interactive : Can Product Placement Make Games Into Media?

   www.caratinteractive.com/compa - [Cached]

   Published on: 2/11/2004   Last Visited: 3/4/2005

   "We can reach those consumers in a way that is unique and fresh and inviting and not just hitting them over the head with it," says Karim Sanjabi, vp of creative and technology, Carat Interactive. Sanjabi's client, Radio Shack, has substantial placement of its Xmod RC cars in EA's holiday blockbuster Need for Speed Underground, and he is very pleased with the results.
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   "It is something we have to deal with," says Sanjabi. Although publishers are getting better about hitting their declared release dates, agencies like Carat are now carefully reviewing the delivery track records of both publisher and developer on a title before committing. Inevitably, Sanjabi expects some agencies to start pushing for release date guarantees in sponsorship contracts.
   
   Even with his Need for Speed placement, there was some uncertainty about attaching the brand to a series that was taking a very different design direction in this Underground installment. In this case, the title paid off big with surprising holiday sales. In the process of exploiting gaming as an ad medium, there is also the danger of under-valuing the game experience itself, warns Sanjabi. "We've been approached by several Hollywood properties that were interested in marrying their content with advertising and video games," he says, but they often see advergaming as a simple, quick route to seeming cool. "A rip off of Pac Man with a client logo on it isn't going to get people to notice." Pricing remains fluid and negotiable for in-game placements. Sanjabi thinks that it is in line with other interactive media, with impressions calculated by the prominence of the placement and the units sold.
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   "I think the game companies need to figure out what their strategy is going to be in working with marketers at an early stage to do creative sponsorships," says Sanjabi. Like any advertising medium, gaming needs metrics, and the studies on the effectiveness of in-game promotion are slow in coming and anecdotal.
   
   Ad Age recently cited unnamed studies showing that an astonishing 30% of in-game ads were recalled by players in the short terms and that 15% were recalled after five months, which, if true, would make in-game placements superior to most traditional advertising. Sanjabi says that the initial branding effectiveness studies from Need for Speed, while not final, are encouraging. "We do have initial numbers that do show a brand recall increase from this game specifically," he says.
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   Karim Sanjabi, 415/227-2121