Two former execs from the Weinstein Co and NRGi are teaming up to launch a new entertainment research and marketing company.
Former NRGi EVP and general manager Joseph Craig and former Weinstein head of marketing Gary Faber announced Monday that they will launch ERm, which will offer media planning and creative services to film, television, Broadway, videogame publishing and music companies.
Headquartered in New York City, ERm will provide facts and research to major studios and other entertainment companies looking to launch campaigns.
“We are built as a market research firm at our core, but we are more than market researchers — we understand how the information is used, and deliver it in a way that can help drive an entire campaign," Faber said in a statement.
A properly researched campaign can save a studio millions of dollars in P&A costs alone, by both reducing creative costs and helping to eliminate excess with better focused media."
Faber spent 12 years at Miramax Films before going to Weinstein, where he oversaw the department and managed all of the company’s marketing and academy campaigns.
For the last five years, Craig was EVP and General Manager at NRGi, an arm of Nielsen’s market research firm NRG that he founded in 2004, which specialized in the independent film and live theater arenas. Previously, he worked at NRG and as a creative marketing executive for Paramount.