From Our Readers: 'No obligation' product placement has key role

Will product placement really be such a lucrative growth area (News, 18 September)? Yes, it will be more obvious than before, but it has been going on in British films and on television for years - and, before that, in books.

Daniel Craig's James Bond drives an Aston Martin now, but the product placement for the franchise began in Fleming's Bond novels of the 1950s and 60s. They were labelled 'the only modern thrillers with built-in commercials' after Fleming variously described 007 drinking Dom Perignon and driving a Bentley.

Product placement is as important as editorial space for our fashion clients. We regularly meet programme makers, celebrities and stylists to view clients' products used in below-the-line placement. Programme makers choose what they want, and it's worn by the appropriate people on their TV shows.

As a result, we have a good idea of what celebrities want and to what lengths they are prepared to go in terms of brand endorsement without financial investment. Mutual trust is key, and ensuring a degree of 'no obligation' product placement ensures a valuable partnership. It doesn't take a secret agent to make it happen.

- Raoul Shah, CEO, Exposure.

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