We have only just begun trading product placement, so the relationships will evolve. But we expect to be in closest collaboration with clients' media buying and planning specialists.
They are also experts in related - and inextricably linked - areas: advertiser-funded programming (AFP), broadcast sponsorship, off-screen activation and TV ad campaigns.
No area can be planned in isolation, so this makes eminent sense.
But they will, of course, work with other specialists. As an AFP project is entirely different in objectives, approach and skills required from product placement within an existing programme, the mix of those specialists involved will doubtless vary by project.
I would not say that PR experts are better or worse-placed than other marketing disciplines to understand the benefits of, and have expertise in, product placement.
I believe there is the opportunity for all disciplines to take the lead in ideas terms. In practice, this will depend on who has the right ear at the client end.
Crucially, the real expertise in applying product placement in our programmes will come from within Channel 4 and our producers.