Product placement and Brand integration are often assumed to be the same thing. While there are similarities – both promote products through TV, Film, Music and Digital Media appearances – there are also clear differences.
Product Placement, often utilising the ‘free prop supply’ methodology, results in clear visibility for a product within selected media. NMG has always believed that the best product placement is natural, seamless integration. This can be achieved via clear prominence of the product on screen, with verbal reference and additionally with the use of posters and other signage.
Brand Integration is better defined as ‘Gilt-Edged’ product placement, where the advertiser’s product becomes central to the actual storyline, the product is showcased to a higher degree and often the brand is interwoven into the script.
As an integral part of the story and/or via identification with the right entertainment property, NMG can work with brands to increase recognition within contexts that embrace the affinities of the consumer. While often a fee is required for this type of placement, NMG has achieved brand integration for clients many times without a payment to the production.
MoS – Drive
Guinness – Philomena