Grayling launches Première product placement company with NMG

Grayling has thrown its hat into the product placement arena by launching a company in partnership with NMG Product Placement.

Daniel Cohen: Grayling Brands MD
Daniel Cohen: Grayling Brands MD

The join venture, named Première, follows Ofcom’s liberalisation of product placement in commercial television, opening up opportunities for brands to get their products seen on UK television.

The launch follows an existing relationship between the two companies.

Grayling Brands MD Daniel Cohen said: ‘We have enjoyed a working relationship with NMG for more than three years through mutual clients and have continually been impressed with its expertise and successes.

‘We both felt that with the continuing pace of media fragmentation, the measurable opportunities for brands to shine on screen were too great to resist.’

Première’s services include securing placement for brands in film, TV and digital platforms by the supply of props, in addition to paid-for placement in film and, following the Ofcom consultation, in TV.

Première will also measure and evaluate brand exposure within film and TV productions, as well as that of competitors.

NMG chairman John Barnard said: ‘The introduction of paid-for placement in UK commercial television is probably the most significant product placement event since NMG founded the industry in 1984.

‘New opportunities need a new skill set and by combining PR and placement expertise through Première, we can meet these new challenges and offer clients a seamless, integrated service.’

The news follows a number of other high-profile developments in the product placement world that have taken place after Ofcom’s consultation.

This includes Weber Shandwick’s Creation division, which will provide product placement services, as will Ptarmigan Bell Pottinger’s Brand Story agency.

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