Archive·Brandweek·July 2006·Quoted as EVP, 1st Approach
The Tracker: Beware Big Numbers in Product Placement
A Brandweek column questioning PQ Media's $5.7 billion valuation of product placement, noting Nielsen counted fewer placements on network TV and that agency heads thought the figure was inflated.
For instance, Jeff Greenfield, evp at 1st Approach/Hollywood Product Placement in Boston, feels that a placement is more valuable than a commercial because when an actor holds a prop in a show there’s an implied celebrity endorsement.
Yet even Greenfield, whose clients include El Jimador Tequila and Black & Decker believes the PQM number is “way off.”
