Casting confident brands

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.

Casting confident brands

Tim Stock and Marie Lena Tupot

Too often product placement is not seen as part of the overall long-term brand strategy. The thought is to get it in and get it visible. But we know the rules have changed and the consumer is filtering out more and more messages, as the media landscape becomes more and more cluttered. To get past this is all about finding the ideal venue to demonstrate honestly the 'coolness' of the brand. As video-on-demand and mobile content delivery evolve from mass to niche market, it becomes easier to alienate...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands