By Minda Smiley

Ad execs say it’s important for the celebrities behind product integrations to be comfortable with blending the worlds of advertising and content.

Alexandra Cameron, creator and consultant at Cameron Creatives & Talent Management, said that product integration efforts that will be most successful are the ones where content creators truly get involved with the creative process of the ad instead of creating barriers.

“Most talent would hate me saying this, but there are still silos that need to be broken down,” she said. “There’s a lot of talent where there’s still a wall between advertising and content. There really can’t be anymore.”

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Source: The Drum