The Man behind the product placement

How?d Audi get a product placement in ?Transformers: Revenge of the Fallen?? We all know that it?s a GM-dominated film, but how come Sideways?the Decepticon?is an Audi R8?

The answer is Ruben Igielko-Herrlich, who owns a Geneva-based shop known as Propaganda Global Entertainment Marketing. The company assists brands in product integration in movies, TV shows, and games.

The German automaker turned to Propaganda Global to try to get an appearance in the Transformers sequel. The only thing is: the cars in the movie were dominated by General Motors; however, Igielko-Herrlich had an inside track.

 For years, Propaganda Global has been providing director Michael Bay with products (cars, cell phones, and other accessories) for his epic films. So, Igielko-Herrlich called in a return favor. The result: an Audi R8 product placement in the summer blockbuster hit.

?No one knows his way through Hollywood like Ruben,? said Scott Keogh, VP of marketing for Audi. ?It can be a crazy place, but he stays calm through the nuttiness.?   

These days, plenty of brands are scrambling to get Igielko-Herrlich?s undivided attention. In the past year, Propaganda Global finalized deals with six big name clients, including Proctor & Gamble, Santoni, and NASDAQ.

Firms like Propaganda Global are at their golden age right now. Viewers, whether watching Television shows or movies, no longer want to watch commercials. That advertising venue is getting weaker and weaker. That?s why brands need new methods to penetrate the viewer?s mind. And Igielko-Herrlich can take advertisers one step closer to achieving that.

He says that the key to a successful product placement is making it look natural.

?If it looks like a billboard, no one will notice it,? said Igielko-Herrlich. ?And if it’s an obvious product placement it looks like a commercial that will turn viewers off.?

Another determinant for success is movie selection. Recent studies suggest that blockbuster movies have a better chance at successful product placements. And with a host of big name contacts in the Hollywood entertainment industry, Igielko-Herrlich can put brands in the biggest movies and TV shows out there.

Source: BusinessWeek