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Product placement ponders new business disappointment

I was almost inconsolable to read that just six product placement deals have been signed since the advertising rules were relaxed 7 months ago.

My previous blog had predicted a world something akin to Total Recall where brands would tap into everyone’s psyche with incredibly clever positioning of their products at perfectly timed moments resulting in a new business avalanche for the brand owners.

Even my colleague Dan managed to write something about product placement in his recent blog – thus implying he must have at least some level of excitement about it – and we never usually get excited about the same type of things (from his blog you’ll see he said he likes chick flicks and rom-coms or something).

I so hate being wrong about the next big thing in marketing.

Then I got to thinking three things:

  1. It’s early days yet. Maybe all the brands are waiting for someone else to make the first move, rather than be the guinea pig themselves.
  2. Maybe there aren’t enough agencies with a product placement offer (would make sense, seeing as it wasn’t allowed on TV until recently) so brands aren’t really being encouraged into it.
  3. Maybe there are enough agencies that offer it, but they aren’t doing enough to win new business.

So, to anyone in any position to influence the points above I would say this to you:

On point 1 – “he who dares Rodders, he who dares”

On point 2 – “oh look – here’s a relatively untapped sector to expand your offer into. I see a gap in the market”

And as for anyone who falls into point 3….

Well, don’t worry – we can help you out with that one.

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