OnSet Marketing to match client products with TV shows, films

With issues like clutter, TiVo and rising network airtime prices boosting agencies’ interest in product placement, Havas’ Media Planning Group is trying to get a piece of the action with specialty unit OnSet Marketing.

The New York-based shop’s new division is charged with finding placement for its clients’ products in TV shows and movies. Jason Kanefsky, OnSet’s vp and managing director, will begin a tour of MPG clients this week to sell them on new ways to get their messages across.

“Just putting a product out there without context doesn’t work, it just adds to the clutter,” he said of the shop’s philosophy.