Varela tops Western Product Placement

Andrew Varela will launch a new Los Angeles-based division of Western Intl. Media called Western Product Placement.

Varela established product placement divisions at two prominent public relations agencies in Los Angeles, ICPR Entertainment and Rogers & Associates. He also served as an entertainment consultant to Elizabeth Dole’s communications office at the American Red Cross, and developed a TV special for J. Richard Munro’s office at the Points of Light Foundation in Washington, D.C., and its grant partner, J.C. Penney Co.

Varela also has developed corporate relations efforts for filmmakers, helping to acquire products, clearances and rights from corporate archives and advertisers. Pics he worked on include “Eight Men Out,” “State of Grace” and “The Grifters.”

The experience led to onscreen placement in film and primetime TV for clients including Kraft General Foods, L.A. Gear and Intel Corp.

In a statement, Western president Michael Kassan said, “We’re pleased to bring Andrew Varela’s extensive experience, judgment and relationships to Western as he expands the comprehensive services we offer here.”

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