Suit charges infringement in Bing ad effort

08/28/2009 | Advertising Age (tiered subscription model)

A lawsuit filed by the firm Denizen charges that WPP Group and its agency, JWT, used the Delaware firm's patented product-placement technique in TV ads for Microsoft's search engine Bing. The suit claims the Bing campaign's use of content and characters from NBC's "The Philanthropist," was facilitated by a "program-integrated" ad concept that Denizen previously pitched to WPP Group. None of the parties involved commented for this article.

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