Adrants points to a MediaWeek story indicating the wild west of product placement may be even a bit more wild than previously supposed. Reality series creator Mark Burnett sued Madison Road, the firm credited with bringing some of the world's largest brands into the paid placement realm. Burnett's suit alleges that Madison Road obnoxiously overcharged brands, pocketing margins of several hundreds of percent and implies that the firm misrepresented itself as having closer connections to Burnett than it actually does. Specific marketers were not named in the suit, filed March 3. Were names to come up, it may prove embarrassing to executives in those marketing departments who may have been duped into spending several million dollars more per deal than they had to. Brands such as Crest, Levi's and Mars bought deals to appear on Burnett's The Apprentice.