The new offering, called ‘Brand Story’, launches in May and follows new Ofcom guidelines to allow product placement during TV broadcasts for the first time.
Brand Story will work with partners in the television and film industry to source the best fit placements for brands and negotiate paid-for exposure.
Ofcom guidelines restrict the way in which products can feature during broadcasts, including stipulating that placement must always be ‘editorially justified’ and products must not be featured in an unduly prominent way.
Commenting on the launch, Nathan Lane, director of Ptarmigan Bell Pottinger, said: ‘We have a huge amount of experience of effective product placement from automotive, drinks and technology brands to charities. We have had a great deal of interest from our existing clients and believe this sector is set for explosive growth.’
Brand Story will launch in the Leeds office and operate internationally across the Bell Pottinger Group.
In February, Nescafé became the first product placement advertiser on UK television following a deal with ITV’s This Morning to feature its Dolce Gusto coffee machine.