Ever since the demise of traditional advertising and the migration of marketing budgets into the online arena, brands have sought innovative alternative means to communicate with the market. Slowly but surely, more brands are exploring the possibility of getting involved with films. Orange has ventured beyond its parody skits and BAFTA sponsorship: for several years it has been financing films through a subsidiary, including the Oscar-winning "The Artist".
Field Fisher Waterhouse's Kami Naghdi outlines the history of product placement in film; the current array of marketing options and key points a brand owner should consider before making a deal.
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