Siebert, an award-winning former film critic, is currently director of communications for Digitaria, a JWT Company.

As I figured and hoped, Heineken’s $45 million product placement deal with the new James Bond franchise entry, "Skyfall," doesn’t undermine the 007 brand at all. In fact, if I were an exec at Heineken, I might well be fuming and pouring myself something a good deal stiffer than a beer.