WHY THIS IS IMPORTANT –

Getting brands integrated into films or TV shows can be done thoughtfully and without distraction.  The key is to get the brands involved in the creative process at an earlier entry point.  This gives the principal creatives time to figure out how to incorporate it.  The worst is when a brand gets shoved down the throats of the creative team and then the integration is unsightly and distracting.  Most brands only want to get involved in ‘winners’ and are afraid to get involved in the messy creative process because it involves loosening the grip on their brands.  Brands should take some more chances and understand that failing is part of the process of getting that perfect integration.  Because when someone cool in a movie or TV show uses your product – that can be worth a generation of advertising budgets.