Should brands lean in to product placement?

Luxury brands don’t much like talking about product placement. But it’s become a more valued marketing tool throughout 2020.

Love it or hate it, product placement works. Whether it’s Beyoncé in Marine Serre in visual album Black is King or Netflix’s Emily in Paris in a Kangol bucket hat, product placement on everything from TV dramas to music videos can spur spikes in search for brands of up to 300 per cent.

This year, its impact has been valued more than ever. After months of lockdown measures and in the absence of IRL events, audiences have flocked to platforms like YouTube, Netflix and Twitch in search of entertainment and distraction.

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