Recently, friends gather to party in Hollywood to celebrate product placement Queen Marsha Levine’s work on Tyra Banks’ hot show “Americas’ Next Top Model”.

A crowded room of artists, producers and assorted industry folks gathered around a gi-normous flat screen television to witness Levine’s most recent jaw-dropping job. At exactly thirty-one minutes into the program, the hottest remaining models of the show were revealed in front of the Falcon jet. The bodacious beauties’ jaws dropped. The viewing crowd went crazy. Mission accomplished.

Marsha Levine, however, is used to eliciting such a reaction. Her job is to deliver world-class product placement.

From the Beginning

Levine was a producer in the 1980’s. She worked in England doing music films, videos projects, and working in recording studios. When she crossed the sea in the late 1980s, because it was “too cold over there”, one of the first jobs offered to her was with product placement. The finely-tuned producer was reluctant to accept a job change. “I don’t do advertising”, was her initial feeling. Then the studio explained she’d be working on Oliver Stone’s new movie, “The Doors”. Being a huge Jim Morrison fan, her reluctance melted away and she began what would be a beautiful friendship with the “branding” world.

Product Placement

Marsha Levine has made a career out of something that many never knew existed. Product placement is a “seamless integration of what’s happening in life and how a certain product can be used in your life.  You look for natural fits in a forum that happens to be a film or television show”.

Talking Baby = Big Break

Marsha had been working for over a year and had established her own company when a baby changed her life. While yes, she is a proud mother, no it wasn’t her baby.  It was “Mikey” the famous baby voiced by Bruce Willis in “Look Who’s Talking Too”. John Travolta stars as a pilot and Marsha had convinced the production to change Travolta’s dialogue from “I’ve always wanted to fly this jet” to “I’ve always wanted to fly this Falcon”.

Just that simple.  A movie star is now saying your company’s name aloud for the world to hear.  Falcon was thrilled and has kept their relationship with Levine to this day.  Because as she points out, “Everyone loves Hollywood. When you associate with a star, you’re increasing brand awareness”.

“Now that Tivo lets you flip past the commercials, product placement is more necessary than ever.  We put the product in the show and sometimes get the stars to mention it. It’s the best advertising there is”, Levine announces.

Adventures in Branding

Surely with access to such big toys, adventures are right around the corner.  Levine gleefully shares many.  Maybe her most daring journey took place on the Bruce Willis-Richard Gere remake, “The Jackal”. “We got them Falcons [jets] to use and somehow I ended up in the picture plane.  Sitting there going so fast, the other plane is coming right at you. Wow”.

The Show After The Show

After the television show ends, the party simmers allowing for Levine to record a television interview.  Actress Tane McClure, who now has her own show on Time-Warner cable interviews her. Levine, a behind-the-scenes worker comes alive on camera and delivers a fun interview.  Her energy is so strong and bubbly.  Her smile is contagious. At the end she reveals a spoiler: she’s working on Hanna Montana and High School Musical 3 next!

The crowd watches on. Nathaniel Petre and his beautiful fiancée enjoy the conversation. They’re here tonight to show support.  Petre comments: “It’s an exciting time. I’m glad to be here supporting her. 

Artist Jean Philippe Boucicaut stands with model Chanita Campbell, both having a great time, “What a fun night. Great people, all here to support an amazing woman. We’re just glad to help”.

Marsha Levine owns A List Entertainment (www.alistentertainment.com) and her client list includes some of the biggest companies in the world. Whether you need 16th century wine, designer clothing, a private jet, or the coolest Spyker car, Levine should be your first and only stop.