NEW YORK NextMedium, an online product placement firm, has hired Brett Lyons as vp of West Coast brand partnerships. He will be based in the company's Los Angeles office.
Lyons most recently served as svp, brand development and integrations at Madison Road Entertainment, working with such clients as P&G, Walmart, Masterfoods, Levi's and Unilever.
Lyons' mandate is to represent various NextMedium properties, including shows from NBC Universal and Black Entertainment Television, as well as Universal Music Group artists. Lyons said his first order of business is to leverage his brand relationships. He reports to David Bluhm, CEO.
A key selling point for Lyons was the company's Embed System, an ad platform marketplace that allows advertisers to find placements easily and mash them directly into their campaigns. "What I have learned with product placements and working with advertisers is, if you make it easy, it allows them to really add this to a part of their media mix," he said.
"Advertisers and brands have realized that product placement and being involved in content is probably one of the stronger ways to communicate their message to their consumer, in terms of what people are paying attention to and are the most engaged with. We all live in a branded universe right now," he added.