Marie Lena Tupot and Tim Stock, Admap, April 2004, Issue 449, pp. 32-34
Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolving brand within the life of the evolving target audience.
Tim Stock and Marie Lena Tupot, Admap, April 2006, Issue 471, pp. 23-25
Tim Stock and Marie Lena Tupot, from scenarioDNA New York, argue that the goal of product placement is to find the right place for the brand - effectively to cast the brand, much like actors and script.
Marie Lena Tupot and Tim Stock, Admap, February 2010, pp. 40-41
Market segmentation has evolved into an elaborate science, but time works against marketers. Consumer mindsets are constantly changing, and to develop inspired ideas, we need to shift the way we segment.
Roderick White, Admap, April 2006, Issue 471, pp. 18-19
In his introduction to Admap's report on product placement, Roderick White looks at the implications of the EU directive permitting paid placement on TV in Europe - and the booming interest in it elsewhere.