Casting confident brands
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...
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.
