Lessons on Product Integration

Product placement was the focus of Digitas’ debate. Brand integration should be narrative: the product should be part of the story and of the characters’ lives. The placement should be organic and natural, the product shouldn’t be pushed at the audience.
Integration is a mindset, not just a format.
The audience should be respected. If you try and hide if from the audience, people will notice and will feel like being manipulated.
“Integration done badly is the worst part of interruption”
Sabina Ionescu, PR team of the year empowered by The Practice