In the past, advertising campaigns have been planned long in advance. But now advertising has become increasingly responsive to pop culture, so the campaigns can rest on something that's surprisingly recent.

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It really is a measure of the brands that are important in pop culture. These are the brands that have for whatever reason created relevance that really resonates in pop culture. It's the brands people are using to define themselves right now.

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In the past, [product placements] were negotiated in a somewhat informal way; what Maven Strategies has done is to really codify the relationship and create a structure for how much people get paid. That's one of the holy grails for product placement: to really work out what it is worth.

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